Social media? I remember that term was born as an evolution of other terms that tried to create a better world with less ads and more permission. Sometimes I wonder what happens to the term that Seth Godin created some years ago… It was back in 2008 (January 31). Please don’t disturb... Did you remember anything about Permission Marketing?
Everybody working on digital marketing, buzz marketing, viral marketing, Marketing 2.0, Guerrilla Marketing, etc was passionate about the same thing; trying to reach the audience in a more alternative way beyond advertising. Then, online communities were born and few years later social media bounced into the scene. The goal was to create and develop a loyal base of fans who will naturally become advocates. The formula was clear and the first step was all about achieving the permission of those who will give sense to a brand.
Do you like me? Yes, then like my page so you will be able to see my content. This way, both brands and consumers made an agreement: You! brand, I join your community because I like your stuff so you have my permission to delight me… Don’t miss out your opportunity because if I get bored I can unlike you and therefore get back my permission…
Then, the hunger games came to impact reach and brands went from an abundance phase (100%) to a period where reaching more than 100 fans was a milestone for SMBs.
What is nowadays the value of a community? What happens to one of the most famous quotes on marketing history?
“Advertising is the price you pay for not realizing the value of building your passionate tribe” – Dr. Mani Sivasubramanian
What’s the point to build a community on Facebook if I can reach my total potential audience by spending few bucks and target them by interest, demographics, etc.?
Why Facebook is focusing everything on Frequency increase again? Wasn’t this part of a far past?
Why should I invest my efforts on building a fan base if only 0% of them see my content?
To sump up, What’s the point to achieve 100% of permission when reach is 0. something?
Bye, bye Permission… Please Disturb me!