Jeff Goins recently posted at Wrecked for the Ordinary entitled Marketers, Quit Hijacking Our Communities.
In it, he makes some great points regarding marketers’ obsession with numbers and metrics. I’ll give you a couple snippets to whet your appetite, but you don’t want to miss the entire article.
I’ll quote Jeff who quotes Seth Godin who is quoting Dave Balter (welcome to the Internet.):
“Because marketers were raised on the scale of mass-TV, radio, newspapers, they have a churn and burn mentality. The Internet turns this upside down. The Internet is about who, not how many. The Internet lets you take really good care of 100 people instead of harassing 2,000.”
Merlin Mann talks about this same issue, in a slightly more crude manner in his post Blog Pimping; or: Who Do You Want to Delight?. Let’s shed this mindset that it’s all about quantity and adopt a more quality-based mindset. Jeff puts it more aptly:
“We leaders, marketers and revolutionaries need to be awfully careful that we do not measure the ‘success’ of our efforts based solely on metrics. We need to avoid delving into this comomditization of the community, where we treat everyone like a number. The consequences are fatal to those that are trusting us to lead and guide them. And pretty soon, our marketing is ineffective and our message is meaningless. ‘Community’ becomes another byword for ‘customer base,’ and once again Christians are being called (rightfully so) hypocritical.”