Part II (cont.)
Click here to read “PR Does Not Stand for Press Release: Equalizing Spikes and Valleys (Part I)”
If you’ve studied the behavior and ensuing results associated with retweeting and linkbacks lately, you’d be surprised to learn just how few people actually click through to interact with the shared content, let alone using or referring the product or service contained in the link — no matter how influential you are. Of course, the more authority and trust you possess, the more retweets and shares you earn, but the follow-through never fails to dissipate without fuel and cultivation. This observation is shared in a recent launch comparison by Michael Arrington on TechCrunch.
The point is that if we base our activity on news and events, the results will always produce spikes and valleys, and the distance between them is determined by the cadence of our news releases and the effectiveness in how well we generate presence and corresponding traffic. Unfortunately, as the attention of our customers continues to thin and the competition for awareness escalates, the distance between the spikes and valleys may be the difference between success and obsolescence.
The trick is how to counter the balance and disparity between apex and nadir.
The answer is to create programs that match the results from the initial research of identifying the people and channels of influence within every facet of the customer bell curve — from the head to the Long Tail.
I call this a “Yo Yo on an Escalator,” as your traffic can go up and down, but through a dedicated practice of community, awareness and advocacy programs, the cumulative traffic is always going up — especially in between news cycles.