Somebody told me this afternoon that he saw no value in our social analytics tool.
And you know what? I completely agreed.
We messed up because we didn’t care to ask him what his goals were. So the fact that we have a couple hundred metrics across Facebook, twitter, YouTube, Instagram, and other sources– it meant nothing to him.
We could have continued to parade every variety of bar chart and pie chart in whatever color, sliced by date, his own page, his competitors’ pages, whatever.
It would be a meaningless exercise.
You see, people buy solutions to their problems, not software per se.
I happen to own about 2,500 books. It’s not because I love books– it’s that I am interested in learning about a variety of subjects.
You buy a hammer and nail because you’re trying to solve a problem, not because you like nails.
So when you’re building software, demoing your services, or trying to get a customer to use your product, always consider their goals, not yours.
And that’s why our software sucks.
It’s an enhanced map to help you get where you want to go.
But if you don’t know where you want to go, any direction is as good as any other.
DON’T BE A TOOL
For the rest of us, there is no substitute for thinking.
Don’t worry, the machines aren’t about to replace us any time soon.
About the Author
Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.
He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.
He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon.
Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.
You can contact him at firstname.lastname@example.org