Skip the Mass Messaging: It’s All About Social 1:1

Picture this: you’re on a first date, and it’s going well. You’re swept up in all he has to offer, especially when he looks deep into your eyes and tells you that you’re beautiful. But just then, he abruptly gets up, walks to the next woman, and tells her she’s beautiful, too. And then the next, and the next, and the next. Suddenly, it doesn’t feel so special anymore. And you’re probably pretty annoyed.

Believe it or not, the same thing happens (albeit less romantic) when you broadcast your message to a mass audience: it becomes impersonal, generic, ineffective, and frankly, annoying.

Now, imagine that someone speaks directly to you, communicating a relevant message that you want to hear. That’s when the magic happens: via one-on-one communication.

Dial Back the Broadcast

Stop shouting to the masses on social — it doesn’t work. Here’s why: according to marketing exec Marla Bace, there are “11 million bits of data thrown at us daily. Yet most of us can only process between 40 to 50 bits of data. We’ve become experts in the art of ignoring data—advertising and branded content — unless it truly captivates us when and where we are looking for it.” Since consumers are bombarded by so many messages on a daily basis, brands must learn to speak directly to the customer, not at the customer.

Find the One

Connecting with the right influencers is key to spreading your message. Start by identifying users that can spread information to large fractions of their networks; that are aware of trends in the early stages and spread information more frequently. Learn more about the tools these data science experts use to identify these influential users here.

Drop the Pickup Line

Now, it’s time to make the first move. Social media provides a wealth of information about users — their interests, where they are from, what they do, and so on — that can be utilized to spark a genuine conversation.

Seal the Deal

In her post, What’s Love Got To Do With…Your Customers?, Insightpool’s Client Partnership Executive, Aileen Cole, gives an excellent example of a well-known company that made her an offer she couldn’t resist. By providing her with a personally-delivered incentive, the company not only brought an infrequent customer into the store to make a purchase, but they also had their message spread across social.

So the next time you want to seal the deal (in both your business and personal life), don’t shout it from the rooftops. Don’t send out a generic, “everyone is special” message. Instead, invest in a one-on-one approach that can ultimately lead to a successful outcome and a lasting relationship.


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One thought on “Skip the Mass Messaging: It’s All About Social 1:1

  • Great story. As a person who has been in sales for 15 years I can tell you its much easier to find people these days but much harder to make a genuine connection. There is a revolution going on with respect to data much the same way financial firms have learned to quickly digest and act on important information with respect to investment strategy.

    Keep em coming!


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