London, United Kingdom, December 05, 2010 --(PR.com
)-- While working on a new book for hopeful business authors called Write For You, Christopher Greenaway and Amelia Hartley of CGW Publishing began to research the "Internet marketing gurus" who advocate using sites like Twitter, Facebook and LinkedIn as marketing tools, and what they found was startling. It turned out that the Internet experts had next to no value, while individuals who were traditionally newsworthy were very valuable.
"This all started when we received a newsletter email from someone we know, a sales manager turned small business consultant and social media marketing expert," says Greenaway. "We knew that the image he portrayed bore no resemblance to the reality of his business, and so we started to look into what he was really up to."
"We live in the information age. We have twenty four hour a day news, advertisements pushed to our mobiles, advertising on just about every Internet page and TV program and possible more blogs, Facebook profiles and Twitter feeds than there are human beings on the planet. Socially, we have developed a thirst for knowledge, and therefore the marketers of the world have evolved to meet that need," say Greenaway and Hartley as they expand on their idea. "In the information age, we value people for how much information they add. This isn't a new idea – we've always valued people who had news from the front line or gossip from the manager's office. Technology simply adds a new level of immediacy to the problem."
As Greenaway and Hartley continued to piece together the different pieces of this puzzle, they developed a simple system that anyone can use to determine the true value of someone who purports to be an Internet marketing "expert."
In their book, Write For You, they tell the story of what happened next.
“The most popular British writer on Twitter, Stephen Fry, who at the time of the research was following 53,497 people and was followed by 1,616,454 people. This meant that Stephen Fry generates 30 times more interesting thoughts than he consumes, so we decided to use Stephen Fry as a measure of newsworthiness and give him a value of 1 Fry.”
The smaller the number of Frys, the less interesting the person is. A negative number means that on top of being grossly uninteresting, the person actually detracts from the amount of news in the world.
An American Internet marketing guru who says that he “helps businesses to elevate their status in the online world to maximise their marketing exposure” as he “travels the world imparting his wisdom” is worth -0.05 Frys, or -50 MilliFrys.
His unnewsworthiness is surpassed only by the British singer and TV presenter, Cilla Black. She measures in at -1.76 Frys.
In fact, none of the Internet marketing gurus who Greenaway and Hartley found advocating Twitter as the latest business marketing tool scored any higher than 9 MilliFrys, which is surprising when they are compared with Dick Van Dyke of “Cor blimey Mary Poppins!” fame, who scores just over 3 Frys. A dancing chimney sweep is a factor of a thousand more important than the most successful Internet marketer.
Greenaway points out the meaning of this for business owners and marketing professionals who are considering investing in the claims of some Internet marketers. "This is especially disappointing if you have paid Internet marketing experts people a lot of money to build a social media marketing campaign for you. You would literally be better off spending your money with a man who dances with penguins."
A few months after developing the Fry and tracking the value of a growing number of celebrities, business people, marketing experts and politicians, Greenaway and Hartley met up with ABSEM's CEO, Naval Kumar, and discovered that despite being a search marketing expert himself, he shared similar views of what was happening in the world of social media.
Kumar says, "As you can see, creating valuable news is not an easy job. If you don’t legitimately stand out from the background noise, you’re not going to get there with marketing tricks either.
"A simple calculation of the difference between creation and consumption immediately reveals who is actually creating value. And in any business, creating value is the way to make a living.
"The key is to use these tools to create a genuine following. Don’t simply follow other people, concentrate on saying something of real value."
CGW and ABSEM are now working on a new book which will show readers how to market their businesses in a credible and legitimate way.