One-to-Few Marketing
In a recent post on the Buffer Social blog, Alfred Lua wrote why he thought engagement was replacing traffic and revenue as the future of social media.
“Social media is no longer a megaphone,” he wrote. “It is now becoming a one-to-few — and often one-to-one — channel.”
It struck a chord with me, and I remembered it about a week later when I was on social media.
A few weeks ago, I interviewed Siobhan Fallon about her book The Confusion of Languages. I always ‘follow’ all of the authors I interview so I can tag them when I share the finished news features and podcasts through social media. Since I followed Fallon, I saw when she posted this on Facebook:
I immediately shared the post with a few friends who I knew had read the book. I wanted them to be able to follow along with Fallon’s game.
But why limit it to my friends? At your bookstore, a quick search should return a list of customers who purchased The Confusion of Languages and/or You Know When the Men Are Gone. A phone call or a quick email later, you’ve just shared relevant content with an audience who appreciates it.
One-on-one conversations do not have to take place face-to-face in the store. Neither do handselling or customer service.
