So Traffic Hoopla wrote a post about how social marketing in the traffic exchanges is over rated and not worth doing. You can read it right here…
It’s no secret, and this shouldn’t come as a shock but I completely disagree with everything that Bill wrote. I firmly believe one must DO social marketing to be able to comment whether or not it works.
Take this for example, I responded to his post and I got the message ‘your comment is awaiting moderation’…Not very 2.0-ish of a blog to ‘moderate’ it’s comments. And as I write this the comment has still not been published on the Hoopla blog. To be social, you must allow for discussions to take place. Not approving my comment yet and or having moderation wait times just isn’t in tune with how social media and marketing works…But I digress.
So why does Traffic Hoopla think social media doesn’t work? Because you can’t measure social media. What is the return on investment of a relationship? How does one measure the bond you build with other surfers? Or as Gary Vaynerchuk once said…’How do you measure the ROI on the relationship with your mother?’
Since 2002 Hoopla has been a stats machine. And with that, Hoopla’s numbers have always been about how much commissions certain traffic exchanges bring in for Hoopla and how many hits it’s delivered. So I am not surprised for this recent post, mainly because you can’t measure social marketing in terms of week by week.
Yeah Easy Hits 4 U might bring you ten thousand hits an hour, but without people KNOWING who you are, and recognizing your name, the numbers alone mean squat these days.
But alas, I’m surfing the traffic exchanges every day. I talk to other surfers. I see what they are talking about and social marketing and in surf chat are not just the future, it’s the present. And it’s happening right now.
So I guess it comes down to forward progress versus something that is losing touch with the reality of the present day and age traffic exchange. Again, it’s much more than just numbers folks. It’s relationships, and THAT cannot be measured by numbers ever.
Thoughts, comments? I welcome them always, can’t wait to read them and I will never ‘moderate’ your opinions!
Update: My comment was approved around 7:50 pm eastern time. Thank you Bill for letting me share my thoughts on your blog. Get rid of that ‘moderation’ wait time so we can have some healthy discussions!