Denise Shiffman’s Engage Daily Blog

Heinz Topthistv.com received 10 million views, Doritos’ Crash the Superbowl contest got a whopping 350 million press impressions, Burger King’s Subservient Chicken viral site reached 14 million unique visitors, and Anheuser-Busch’s Bud Light Dude ad was viewed over 11 million times. With high profile campaigns setting the bar, how can you explain to your boss it’s not about the number of people we reach, it’s about reaching the right people?

We don’t all work for major brand consumer companies, but we still need to leverage the network effect of the Web. How? Determine up front if your goal is reach or touch. Reach is about getting the most views, interactions, or press impressions. It is to a much greater extent about brand recognition than about developing a relationship, context, or relevance.

Touch is about getting to the people who care most about your brand, or are most likely to care about your brand. It’s about getting them involved, interacting with your company or products, and learning enough to want to stay involved. Relevance is key.

So if you aren’t solely focused on reaching the largest possible number of people, what are you measuring? It really depends on the type of campaign, but here are some ideas: time spent on the landing page or subsequent product pages clicked on, number of forwards of the email, number of comments submitted, and corporate learning from the content of those comments, sales lift during or just after the campaign, or number of ideas generated.

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