Social Marketing Fail : looking for numbers instead for audience

Each person with Facebook account has met a social marketer (more likely, many). Most of them are total annoying failures as they work using wrong objectives. For example, invites to pages and events that are not relevant to my locality, age or interests.

Looking back, pageviews is a viable objective for some markets that sell main-stream products or try to strengthen brand. However, is it likely that I would go to a club in completely opposite side of the world or that I would do grocery shopping there anytime soon?

This issue affected display advertisement for a while already, and it affects social marketing even more so. People will not speak positively about unnecessary service that is pushed to them . More than likely they will laugh at it. And that will reduce credibility.

Back to real-world example. I have a marketer in my friend list that tries to push me a DJ fan page and events that are never close to my location. The marketer found me by inviting fans of other DJ’s that play internationally and reside in my location. Do your research, people. I see no reason to become fan of page that is not relevant.

How to remedy situations like this? Invest some time into looking for related local groups. Local clubs the DJ plays would be good start instead of international DJs themselves. That would lead to fans that are relevant and (maybe) interested. Simple, eh?