On Monday I discussed why Twitter and Facebook are Operating Systems which make them tough Marketing Platforms. LINK
Fetch is Marketing by a person initiating Engagement. To the left of this blog post are blogs I read. I have them bookmarked and go there directing. They have great content and worth the effort to actively visit them. So Fetch is ‘Playing’ a game so to speak. It is a two way relationship, and thus has greater risk and greater rewards.
The benefits of this is that there will be no expectation of responding to ‘issues’ people have with your Product, Service, Company because you won’t be seen as a Human. This doesn’t mean you can’t allow people to post on a Facebook Page Wall or collect Tweets for intelligence, customer insights etc. You can view this form of marketing as Broadcast style. It’s low maintenance, low cost. Great for posting links trying to get people to visit a website off network.
The disadvantages is you are seen as robotic not Human and Social Media was built for Human to Human. So you eliminate a channel/platform to have direct contact with a customer/fan etc. You also are handicapped by the volume of the Live Streams which means for each of your posts, only 5-10% of your Network will see the post. You also have a low bond/low loyalty. Much more likely to have someone boot you from their Private Network.
1] Don’t spam/over load with posts
2] Choose content wisely
3] Be Realistic when deciding your Goals
4] Be consistent in post quality
Next post will discuss the Fetch Strategy.