Postcard from Bishkek

There’s a big controversy in the marketing about the value of using Social Media as channel – the likes of Facebook, Twitter, Google+, Trip Adviser, Youtube, My Space, Classmates, VKontakt, Tumbler, Pininterest, Beebo and Instagram … to mention just a few of the more common outlets.

Some people think of Social Media as an extremely valuable resource and devote large suns from their marketing budget … whilst others think of it as overrated and a “trendy” blip in the marketplace – citing the once popular My Space and Beebo which were “all the rage” at one point in time but have submerged into obscurity.

Recently, for example, I saw an article about how one company spends “feverishly” on their Social Media accounts in order to grab the attention of users searching for hotels in New York or Paris … but who have seen virtually no return on all that spending on platforms such Facebook and Twitter.

It’s a general principle of Marketing that every dollar spent in the market budget should attract something like 14 dollars worth of business.  That sounds like a pretty good return on investment … but it’s not … it should be thought of not as a “yardstick” but as a minimum target … of course it all depends on the profit margin but, generally, it basically provides just enough income to provide sufficient profit to pay for the advert.

Now, on this question, I tend to sit on the fence … there is no doubt that Social media is a useful tool, but it’s importance shouldn’t be overstated – and it’s important to recognize that the different social media channels serve different purposes, for example:

• the like of Facebook and Twitter provide good channels for nurturing a community … perhaps a base of existing satisfied customers … a channel for spreading news and perhaps details of special offers, but not necessarily for attracting new and uncommitted consumers;
  • That’s not to say that such channels cannot be used to post appealing photographs and videos … and even text outlining the attractions on offer … but :friends” and “followers” are likely to be people who already and have an interest in the product on offer;
• reviews posted on Trip Adviser, for example, are NOT very important in the attracting attention of potential guests but they are extremely useful in converting an interested potential guest whose attention has already been aroused and is interested in the property as a possibility for accommodation;

The whole point about Social Media is that is provides a channel for people to keep in touch with family and friends … and even like minded strangers.  Whilst some of the platforms are general purpose, others specialize in posting short messages (e.g. Twitter), others with posting videos (Toutube) or pictures (such as Instagram or Tumbler), and others act as showcases for artwork or music.

I am registered and have accounts on several of the platforms – but am not an active user on all of them … most of my posts are on Facebook and Twitter.

The kids also have their accounts … mainly on Facebook and the Russian equivalent – Classmates. Max has also set up his own account on Instagram.  The main idea behind instagram was to provide a platform for people to share photographs … there are many “selfies“, examples of “food porn” and so on … but Maxim uses it to showcase his photograph creations.

I have mentioned before his fascination with photography … as he puts it in his profile, he loves photography and movies, he likes to read books … and to sleep, (“it’s nice and perfectly safe for health”) … oh yes, and he “loves pizza. That’s all.”

His account hasn’t been active for very long but he already has:

• 167 posts
• 293 followers
• 734 following

The 167 posts are just a sample of his work … oh, and a few examples of photographs from others that he likes … (includng one of my family at my brother’s wedding”.  He’s still learning and spends a fair amount of time scanning other people’s work as well as posting his own – hence the 734 other people that he’s following.

It’s only a sample of his portfolio … and, to be honest, not all of it is too my taste, he is very fond of black and white and of the fisheye lens.  Some of his subjects are members of the family or friends … as well as posing for several self portraits.  His vivid imagination produces some hypnotic and haunting images reminiscent of several horror movies … some of which I admit I find a little strange and disturbing.

Here’s a sample of what’s in store:

Maxim’s also eager to get reaction from others … so … if you have a few minutes to spare, can I ask you to pay him a visit and, if you have an account, leave him a note.

Thanks.

For those on instagram, his user is: @max_claytor

 

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