It’s hard to wrap your head around the fact that when it comes to social media, your influence is what matters the most rather than how many people follow you. So much value is placed on the numbers game and not enough on influence.
Influence is how deep your interaction with your following goes, instead of how wide and far, and it can have a costly effect on the success of your socials.
Obsessing over your follower count will get you nowhere
Of course numbers can be important, but they are only important if your following is engaged with your page. For example, if you have an event business and of your 10,000 fans, 7,000 buy tickets to an upcoming event, that shows your audience is very much engaged.
But if you have say, purchased a following of 15,000 fans and no one buys a ticket, it shows you have no engagement with your page. And no engagement or no influence in your customers translates to zero sales. And what’s the point of that!
You want to make sure that your audience is real, not fake, that they have chosen to follow your account and want to be engaged with your brand.
Engagement with your followers should have more value
Lets say a customer heads to your Facebook page, comments on a couple of posts or sends a message, and they don’t get any response. Or the response they receive lacks vital information or enthusiasm. Do you think that customer is going to purchase from you? Likely not. Customers want to feel valued before they hand over their hard earned cash.
If your page lacks content or information that is posted regularly, likewise, your followers will lose interest in what your brand is offering. They will feel like they got the short end of the stick, they committed to following you, but haven’t got anything in return.
Making sure that your followers feel valued by deep engagement and responses and creating and sharing content that is useful and informative will give you a higher sales rate than just gaining new followers and never engaging with them.
All it takes is one post
You could have a million followers or you could have a thousand followers, all it takes for your brand to get noticed is one post that goes viral. This is why you should be more focused on creating useful content that customers actually want to see, rather than creating competitions to gain likes. Numbers don’t matter when it comes to going viral, great content and engagement does.
Quality over quantity
You could have your entire following see your content, but if you haven’t got followers that are interested in what you are pitching, it will fall on deaf ears. You need to ensure that the followers you are gaining are quality, attentive followers.
To do that you need to post content relevant and useful to your audience and make sure that you engage with every interaction on your socials. Concentrate on making your audience care about your brand and your brand will be unstoppable.