Social Media Is More Than Facebook And Twitter

A lot of marketers continue an unhealthy obsession with spending time purely in Facebook and Twitter. I see it again and again. And while Facebook and Twitter absolutely should have a place within a larger digital strategy, your marketing does not start and end with them. They’re outposts but not a hub.

What happens when you take a holistic approach and focus opt in at the source? You provide a valuable destination that a community of sites, networks and people can point at.

Let me illustrate this with an example of the sources for the last one million or so visits to a site I market:

Note by marketing the site holistically, organic visits have come from more than 5,000 sources and mediums. So how do Facebook and Twitter come into the mix? Their traffic contributions look like this:

Sizable for sure, but the point to make here is they don’t own a monopoly on traffic and attention on the web. Live by Facebook and Twitter, die by Facebook and Twitter.

There is a huge mix of sites, networks and apps spanning every category that can become potential referrers when you market a site and gain critical mass of organic traffic. Certainly Facebook and Twitter can reach influential people who then link to you on the open web. But these are not the only places (or ways) to connect with those influencers and if your traffic is mostly Facebook and Twitter you probably haven’t crossed the threshold necessary to achieve increasing returns.

Jeremiah of Altimeter Group notes to broaden your mix and he’s right, there is a long tail of sites and communities even if there is an inequality of buzz about the largest ones. Eric Friedman at Foursquare notes your site is an island, so build more routes that cross through it and you’ll grow.

If you’re just spending time on Facebook and Twitter, you’re thinking small and missing a lot of opportunity.