As a person, who is active in social media, I do get a lot of questions. The other day I was talking to one of my customers. He asked me: “why should I be using social media”. At first glance this question has a very simple straight forward answer. After all, there are hundreds of millions of people actively using social media every day.
If you want to be where your customers are, you have to use social media. Of course, that is a statement I wholeheartedly agree with. However, if the answer stops there, I am afraid that you are doing the person asking the question a disservice. Let me explain what I mean.
The focus with social media is too often on the numbers.How many times have you heard people brag about the fact that they have tens of thousands of Twitter followers, or thousands of Facebook fans. Depending on the personal situation this can be highly relevant and very impressive or it can be meaningless and a false representation of what the influence is this person has in the social media world.
In any case, it is my opinion that these numbers really don’t tell the story. Having meaningful conversations on the social media platforms does not depend on the number of followers that you have, but on the number of active followers. If you only have 10 fans on Facebook, but they are all engaging in conversations, you may be in better shape than someone with 1000 fans, but none of them are interested in what you have to say.
Of course, I realize that this example is extreme. Besides, if all 10 people are actively engaging in conversation, you will automatically attract more fans. That is the beauty of social media. So, your numbers will start growing and you may even reach the same 1000 followers over time. But this proofs my point even more, because these 1000 followers are of a totally different quality than the 1000 followers may be that I was talking about above.
Those 1000 followers may have come from an ad that you ran, or through a bribe that got you one time traffic. And even though you have “bragging rights”, you don’t have a following that will make you successful in social media.
So, with that said, let’s get back to the question “why should I be using social media?”. My answer to my customer was: “Your customers are using social media, so if you develop a strategy to uses social media in a way that is meaningful to your customers, you will create a win-win situation”. But the focus is more on the fact that you need a strategy than on the number of people using social media.
I hope that you understand where I am going with this. Do not focus on the number of people following you on any of the social media platforms. Rather, focus on the right strategies to grow your business and the followers will come.
What is your favorite social media strategy? Share it in the comments. I would love to hear your success stories. Or, if you have questions regarding the use of social media strategies, feel free to post them in the comments also.