One of the central themes of the epic TV show LOST came in the title of the second season premiere: “Man of Science, Man of Faith.”
Two main characters, John Locke and Jack Shepard, continuously battle over science and faith, fact and belief, which splits the survivors of Oceanic 615.
Many marketers working in social media are facing similar circumstances (not the crash, at least) as both aspects are tugging to “own” decision-making.
Social scientists, like the amazing Dan Zarrella of Hubspot, churn out fact after fact, chart after chart, study after study about maximizing online success.
Before I go any further, let me clarify that I’ve seen Dan present, met him a time or two and routinely quote his studies in client plans. I firmly believe in the scientific side of social media marketing (and marketing, in general).
However, as marketers in the digital age, we know that there are facts and then there are projects and clients that sometimes require us to go against the scientific grain — to great success!
While the latest data may show posting to Facebook 3-4 times per week yields the best results, scientifically, I’ve seen pages thrive posting more than that many times per day.
The fact is that each social group is different. Tide’s Twitter community probably acts and reacts differently than Clorox’, even though they likely target similar audiences.
Is it possible that going with your gut over your head is better?
Let’s revisit the title of the LOST episode. Writer Damon Lindelof claimed that the title actually meant that Jack, clearly the man of science, was also, deep down, a man of faith, as he was hoping that a long-shot spinal surgery would save his future wife.
Perhaps the lesson here is that social media marketing does take science, but it also takes faith…but an educated faith.
How do you blend science and faith in your social media marketing programs?