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December 5, 2014
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Rich Simmonds Looks at the "Dark Arts" of Social Media




Rich Simmonds, a self-described "Changemaker and Rulebreaker" at EXPand & Amplify, is one of only three non-US members of the "60 Most Powerful Global Influencers In Social Media." At the recent EIBTM event in Barcelona, Simmonds shared how he had masterminded a reach to over 22 million Twitter followers from just 71 tweets through his own following of 320,000 in partnership with the EIBTM social media team.

The secret to this statistic, he said, is down to being “a social person who is professional at all times,” and Simmonds argued that having a relationship-building approach to social media comes first over any "dark arts" to achieving such a catalytic effect on the show's reach across the world. 

Rich Simmonds from International Meetings Review on Vimeo.

Regarding the relevance of that following as it relates to the value proposition of the event's stakeholders, Simmonds explained that the gateway lies firmly with the organizers of the event and their ability to expand and amplify his efforts via their own audiences, communities and followers.

In this sense, he explained later, "amplification" is the increasing of an awareness campaign, with the assistance of social media influencers, which can be compared to a distributor of a publication. It is not the same as "messaging," he continued, but rather serves to boost campaign messaging. 

The effect of amplification drastically broadens the top of the marketing funnel, thus increasing the potential of a brand, product or service being top of mind. Amplification, he added, is effective when it has high levels of consistency.
 
Nevertheless, what Simmonds demonstrated was the importance of building relationships with relevant content married to professional relationship-building, which applies just as appropriately face-to-face as it does online.
 
Learn more at www.richsimmonds.co.za.


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About the Author: James Latham

James Latham


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