Easy Doesn’t Mean Good
But this transition will be good for businesses and brand marketers. Why? Because while it’s very difficult to gain access to a consumer’s email address, connecting with them via social networks is quite simple. Indeed, with Facebook’s 400 million members and 100 million daily mobile users, the network enables brands to connect with more customers than ever before–or, as Sandberg explains, “On any given day, you can reach twice as many people in the U.S. as watch American Idol–and that only makes up 30% of our global audience.
Emphasis mine.
If it’s so easy to connect, more people will do it. If it’s so easy, you’ll have every brand competing to “connect” with your prospects. Today we have email overload, tomorrow we’ll (apparently) have connection overload. Especially if it’s so easy.
Here’s the thing.
It’s OK if it’s hard to score your prospect’s contact info. That means it’s hard for your competitors, too.
And, if your prospect doesn’t give it up easily, then just think how powerful a gesture it is when she does finally fork it over? If it’s so hard to get, it sure must be valuable!
“Easy” doesn’t equate to “good” or “valuable.” Remember that when you’re thinking about your lead acquisition.
