Have you ever wondered how much does your social media audience value? I found an article talking about how valuable is a social media audience. Some people think its really worth it, some don’t. I don’t have my own opinions yet, but after reading the article, I’ve lead on to one side. The marketers can’t monetize their medias if they don’t own them, the key here is to get your audience close and then they will become valuable.
On Facebook for instance — whose self-described DNA was as a social utility, “meant to help reinforce pre-existing social connections, not build large groups of new ones” — digital marketers not only compete with each other for the attention of shared “earned” audiences but also with Facebook, which controls the structure of the environment (i.e. owns the game) and whose business model is to increasingly cross-pollinate its user base across advertisers.
This is the perfect example with Facebook, the companies can’t control their audience unless the companies owns them. Businesses needs to understand that it is important to keep their audience close and keep in touch if the business want them to come back. Twitter is another example, the more followers they get, the more attention they get. They have to work and find the target audience.