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Quality Beats Quantity Yet Again: Big Brands Adjust Their Social Media Strategy

Quality Beats Quantity Yet Again: Big Brands Adjust Their Social Media Strategy

If there’s one thing the Ritz-Carlton hotel chain understands, it’s quality. The hotel chain is known for its devotion to providing the best quality experience in the world: they’re famous for it, and they know that’s why their customers choose them.

That understanding of how important quality is to their customers led the Ritz-Carlton to put their Facebook marketing on hold a few days after launching their campaign in 2013, according to this Wall Street Journal article. While many companies abandon social media because they’re not getting enough fans, the Ritz-Carlton had the opposite problem: they got far too many fans, far too fast. Fearful that meaningful engagement was dropping while fan ranks swelled, the Ritz-Carlton team paused things, stepped back, considered a number of factors, and moved forward with a strategy that kept their customers in the center of the conversation.

To do this, the Ritz-Carlton team changed what metrics mattered most to them. Rather than getting hung up on the numbers of fans and followers they enjoy – not only can these numbers be easily faked, but for a prestige brand, there’s always a danger of false inflation as people who don’t even have the vaguest possibility of being your customer still ‘like’ your page – they shifted their attention to tracking mentions and identifying the value of social media conversations, looking for ways to better serve their customers.

Look for other brands to adopt this approach to social media, particularly as Facebook takes further steps to stifle the organic reach of posts in an effort to drive advertising sales. Does it matter if you’re reaching 300 people with your content or 3000? Or does it matter that the 300 people you do reach are impacted significantly enough that it strengthens their relationship with your brand and motivates them to do business with you? These are the questions that we, as business owners, need to figure out. Bigger isn’t necessarily better. Or to take a page from Ritz-Carlton’s book: Quality matters!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office