My friend Gini Dietrich posted today about Social TV. And while there is a mention of Social Media Buzz determining TV programming, I have seen articles showing sometimes buzz on Social did not mean a successful movie or TV show.
How could this be? Easy. You can not use total buzz. It means as Gini would say....Horse Hockey.
YOU MUST GET A UNIQUES NUMBER!
Why? Because that is the important number. Look at the follow screen shot of Skittles:
The BUZZ says 193,464. But that is not a real number. It is not 193,464 people. It is the 7 day total of all mentions, likes, shares and comments on the page. It could be just 1,000 people who each took 193 actions that week as rabid fans. Or it could be 193,464 people who took just 1 action. Facebook doesn't give us Uniques.
So let's look at TV. What if there was 1 million people who mention a TV show in a week. Vs 1,000 who are such hardcore fans they talk nonstop all week adding up to 1 million mentions. Which scenario will mean much more a sign of if the show will be successful or not. Those 1,000 people talking non-stop might expose your program to 1 million but unless they get people to join in we have no idea if there was influence.
In fact while running Twitter for some clients I find people like this all the time. Look at how many tweets and how small a network. How many people is this person really reaching outside that network? I bet not many based on how little content gets retweeted.
I had a conversation not long back with Scott Monty of Ford. He said he would rather have 10,000 hardcore fans on Social than 50 million people pay half attention to Ford's TV spots. Well what if that 10,000 do not influence anyone? What if they do not attract more people to participate because there is only 10,000 rabid fans? I will take the 50 million half watching the TV spots even if they cost more personally.
The point is uniques trump total buzz for insights. And unless those uniques are attracting people to the conversation their impact is negligible. But I will guarantee most marketers would prefer to give total buzz to their Boss, CEO, CFO because it looks better.