Smaller can be better

In the world of social media in 2013, big will no longer be beautiful. When social media was in its infancy (roughly two years ago), follower numbers, unique reach and impressions were all a vital analytics to prove the value of what we were doing to sceptical outsiders. But now that social media has firmly established itself, people are starting to view community building in different ways – we’re no longer scrambling to amass as many followers as possible. Now people are heading towards smaller networks based around interest.

Businesses should be salivating at the emergence of these niche communities – they provide a ready-made audience with an interest in your product. But, we’ve seen very little effort by most marketers and agencies to crack the niche communities, or create them where there are none – however 2013 should see all that change.

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