There was a time — and it wasn’t all that long ago — when paid media was king. But the amplification effects of social media have taken over. But it’s more than social media. It’s the amplification effect of the entire Internet.
The first graph is the number of mentions in social and traditional media for the camera company olloclip in the last 30 days, as tracked by CustomScoop. olloclip makes a lens set that clips on to iPhones and its hugely popular. The company has been mentioned in social and traditional media 8,239 times in the last 30 days (that would turn out an impressive CPM; also impressive: 253 mentions in the last 12 hours). Nearly 90 percent of those mentions have been on Twitter. That’s stunning. Only 1 percent of mentions have come in magazines and there hasn’t been a single mention in daily newspapers.
This turns the media buy equation on its head. If we look a little deeper into the numbers, our 7,415 mentions on Twitter were delivered to a minimum of 10,187,260 timelines. The average number of followers is 2,058. Even if we control for some of the people with huge Twitter followings, you’re still looking at an average follower number of more than 500. If the idea is to go where people are, why purchase any media? Why even send reviews pieces out?
As a side note, the company’s Twitter account only has 7,483 followers.