Social Media Is Like A Freeway – Part 1

When I teach or speak about Social Media, I often use analogies. This is still a new platform and many people don’t quite get it. I also find that even many heavy users or enthusiasts are still grasping the immense details and intricacies, but aren’t we all?

Sometimes painting pictures with words makes understanding things easier and faster.  Being a visual guy myself, I know I learn and understand things better this way also. So today we are going to paint a picture of social media that may be beneficially for you, not only in your daily activities in the space, but even with your overall strategy.

As the title of this post states, “Social Media Is Like A Freeway”. I want you to imagine standing on the side of a busy freeway as cars are flying by in mass. Now picture each of those cars as a social media post or update. The freeway is your Facebook news feed or Twitter stream.

Carrying our analogy forward, imagine trying to recognize every single Acura TL that goes by. Not only recognize every one, but also take note of the color, the driver and try and catch the license plate number. Pretty difficult isn’t it?  Might even get boring if your Freeway is in a rural area and there are very few Acura TL’s coming by.

The Acura TL is your Twitter and Facebook accounts. The person on the side of the road represents your friends, fans and followers. If your Acura TL doesn’t pass by when and where they are standing frequently enough, they will rarely, if ever see your posts.

The thing about social media and the freeway analogy is that the typical user doesn’t stand on the side of the freeway 24/7. So you have to make sure that you have enough Acura TL’s on the freeway, frequently enough to ensure you are seen. You must consistently put enough cars on the road and in the right part of town to provide value to your audience that will appreciate your Acura TL.

Make sure that you put enough cars on your social media road every single day. Don’t drive on freeways where your audience will not be on the side of the road.

Bringing our analogy back to reality… “Make sure you have enough content posted every single day to account for whenever your target audience will be on the side of the road watching. Don’t post content that is not interesting to your audience, rather post consistent content your target audience will find valuable.

In the second half of this post, I will cover how often to post on different platforms and what tends to get the most coverage and results.

Read Part 2 of this series

13 thoughts on “Social Media Is Like A Freeway – Part 1

  1. Robert,
    Great post! I meet people all the time who have absolutely no strategy when it comes to social media. Just throw it against the wall and see what sticks method. And, these are people that live and die by a marketing plan (for the traditional and internet marketing activities).

    Thanks for another great post!


  2. Now picture the ebb and flow of the traffic, and add a few honking horns . . .The good thing about twitter is you can’t see it when they give you the Hawaiian Good-Luck Sign!

    Great analogy! Can’t wait to read the sequels.

  3. lol very nice Gibson…

    With both Twitter and FB (and other platforms) crashes and honks, etc. aren’t usually seen (except in some widely publicized FAILS) If traffic has to honk, or there is TOO much traffic, they tend to just get off the Freeway, or remove your model from their view. (to continue the analogy)

    That’s what strategy, balance, and knowing your audience is crucial.

    Thanx for playing man!

  4. Great analogy. But now more and more people are on the freeway and fewer are on the side of the road. Our target audience is driving next to us in a Prius. Or a Lexus. Or an old VW van. We need to know what kind of car they’re in– and how to flag their attention at 60 mph.

  5. True Anne, however they are still “side of the road” people that aren’t watching the freeway 24/7. Their cars are posts, not people, so they still come to the side of the road at certain times. You should not be trying to get other cars (posts/updates) attention, but the account users attention.

    Knowing your audience and target market and what they find valuable IS important. So is posting content consistently that your audience will find valuable and create engagement points.

    The way you cut through the traffic in social media is to start conversations and pull over with your car to the side of the road where your follower/fan is standing and talk. This increases their long-term attention to keep an eye out for your Acura TL when they ARE on the side of the freeway.

    Thanx for the comments. I hope my response helped.

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