Just imagine this: you go to see a band and while they are on stage they go through all the different places you can connect with them online: Facebook, Instagram, Twitter, Snapchat, SoundCloud, Spotify, Youtube…..the list goes on. It would be a considerable interruption to the show. And the biggest problem with that situation, besides the fact that no one is going to open all of those apps on their phone at the concert and follow on each one, is that the place the band really wants you to connect is their e-mail list, which so often gets passed over.
Unfortunately, you only have a incredibly short ability to send a message to your new or potential fans and convince them to connect. Back when I was touring with my former band so many people would come up to us at the merch table and say “I LOVED your show, how do I connect with you”. As soon as we started listing all the platforms off we would see their eyes glaze over and their brain check out. It’s called Choice Paralysis, a term coined by a Columbia University business professor studying Jam, and it happens when we are presented with too many options- we end up not being able to chose at all.
Although we at Metabuttton are working on mitigating this problem with our follow app, that let’s fans follow you on multiple platforms from one screen, one tap each, we still think that it may be time for some of us to simplify and focus our social media strategy.
In a landmark study of Information Technology in Competitive Advantage published in the Strategic Management Journal, the authors state “findings suggest that, owing to information technology imitation by competitors, information technologies have not, in of themselves, produced sustained performance advantages”
This is because no matter what technology you have, it will soon be replicated and used by your competitors. Instead, the authors suggest “IT creates advantage by leveraging or exploiting pre-existing, complementary human and business resources.”
Maybe its time to stop thinking of your social media platforms themselves as your weapon, but instead figure out what are the existing special qualities that make you unique that you can use social media to leverage. What 1–2 platforms can help exploit those resources best?
If you can find those platforms, and focus your effort on them, not only will you end up creating better content, but when someone asks you where they can follow you, you will have a direct answer, leading to more connection and more engagement.
CEO / Co Founder