David Amerland, in his post on Social Media Today, asserts that only the most savvy of marketers are truly able to implement successful social media campaigns. Supported by the results of a Pew Internet and American Life Project survey, Amerland begins by suggesting that contrary to popular perception, the majority of social media activity is produced by a small group of “power users”, which skews the notion of a more broad-based level of activity.

What does this mean?

Ultimately, nothing’s changed. Successful social media campaigns are rooted in authentic, valuable, entertaining and multifaceted content. However, the distinction is in the engagement of “Power Users”. Amerland finds that successful campaigns must incorporate several platforms and the measure of success must not be in a single means of activity (likes, friend requests, retweets). Additionally, the message must be relayed through several formats: video, blog, photos, articles. All of this to engage the power users who will ultimately drive the message.

However, this leads me to think, are we really less successful by saturating our audience with our message or should we really narrow the audience to identify our own power users?

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