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Jun 18 2014
This made me smile today so I wanted to share. Axe launched a Social Effort Scale, which will tell you if you “try too hard” at social media. Basically, they analyze your social media content and tell you how hard you are trying… your goal should be effortless perfection 🙂
I had a fun time playing with this (and apparently, 31% of my tweets are trying too hard), but it also demonstrates a number of lessons for businesses and marketers.
Social media integration isn’t about sharing some Facebook updates and a few YouTube videos that are related to your current marketing campaign. Digital and social integration is about bringing your campaign to like in a meaningful way in a social context. And if you do a great job of it, you don’t have to pay for it. For example this Social Effort Scale is naturally interesting and sharable. The concept lives online in a meaningful way – it isn’t just a few social updates.
The reason this campaign works is that it is fun and interesting. People love surveys where they can share lighthearted of information about themselves with their friends. It is interesting to see how much effort they put in to social media. While I doubt that the results are scientific, they are fun and interesting. The “autotweet generator” for example is a fun way to share “sample tweets” based on your effort goals 😉
In order to discover how much effort you put in to your social media presence, you have to share your social networks with the application. This, essentially, is giving Axe a fair amount of information about you and your friends. While they may not use this information in an overt way, it does allow them to discover a lot about people. Even just by analyzing public information from all of your profiles, they have a considerable amount of information about you. The value proposition (finding out how much effort you put into your social media) is a fair trade-off for your data. A strong value proposition gives you a ton of information about your customers.
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