Social Media Marketing - Quantity or Quality?

We’ve kind of been trained to think that all marketing numbers matter, especially when it comes to social media.

How many Twitter followers do you have? How many Facebook followers or fans do you have? What about Google+ or Pinterest?

While these numbers used to be important and in some instances still are (even if just for show), quantity isn’t all it used to be.

I’ve seen Twitter users with 56K or 40K or other astronomical amount of followers. Depending on the user, these numbers may be legit. Take, Huffington Post, Business Insider, Mashable, TechCrunch, Hubspot, and other super-heavy hitters, these sites/users may very well have 100K followers or more.

But, the average Joe? I don’t think so.

In the case of Joe Doe, Jr., if I see he has 60K followers, I think twice.

Did he buy most of those followers?

Okay, I’ve deviated from the point of this article. Let me get back on track.

Why do numbers matter?

Having a large following on social media is kind of the same as having a large subscriber list. It provides more reach, more connections, and more possibility for conversions. It’s the conversions that are at the crux of all marketing endeavors.

It’s simply percentages. The more people in your pool, the more chance you have of making conversions.

Also, in some instances, such as submitting a manuscript to a publisher, having a large social media following may make the difference between the company taking a chance on you or not. Publishers want their authors to have a platform that will help sell books.

Why numbers don’t really matter?

Okay, so we’ve established the more followers, the better your chance of traffic, building authority, and conversion.

But, if 90% of your followers aren’t interested in what you’re offering, what good is having them in your marketing pool?

I get new Twitter followers every day. While I could simply follow them back, what would be the point? And, how do I know what type of users (people) they are.

I get follows from people selling social media followers. What do I do? I block them.

But, again, I’m getting off course.

The point here is that some of those followers have nothing to do with my niche. In fact, some of them I don’t want to be associated with.

So, the question is should I ‘follow back’ just to get more followers?

NO! No! No!

The only way numbers matter is if they’re targeted numbers. They need to be people who are interested in what you have to say and offer. It’s these people who are actual leads. It’s these people who are potential customers or clients.

WERSM backs this up.

According to an article on their site, “The era of accumulating ‘likes’ and ‘followers’ as a measure of numerical pride on social media has LONG been gone.” (1)

The article actually brings out another excellent point. Those ‘fluff’ followers won’t even read your posts, let alone sign up for something or buy something.

What you should be concerned about.

Create relevant content that your followers will be happy to share and will be motivated by to take the conversion plunge.

This is like any other marketing strategy you undertake, it takes work, it takes time.

Tip: Focus on one or two social networks. Determine which ones work best for you and work them. Don’t try to be effective in them all.



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widdershins said...

My vote's for quality, every time. Life's too short to waste on quantity (at the exclusion of quality - moderation in all things)

Karen Cioffi said...

Yep, quality is the way to go. Life is certainly too short to waste on fluff! It seems like 2015 just rolled in and it's half over. YIKES!

Anonymous said...

I think the combination of quality and quantity makes a great result and increasing of sales. Want to advise you one great blog it will be useful for you if you're looking for solutions how to increase sales and make your marketing strategy better. Try some and good luck.

Karen Cioffi said...

Hi, Edward. Thanks for the input and additional reading!

Robert said...

The article actually brings out another excellent point. Those ‘fluff’ followers won’t even read your posts, let alone sign up for something or buy something. seo westchester ny

Karen Cioffi said...

Very true, Robert!