No, Really, Size Isn’t Important…
Does the number of connections your company has on Facebook make a difference to your bottom line? Do more followers on Twitter translate to more money in your bank account?
To some degree the answer is, of course it matters. If people don’t know about you, they can’t buy from you or spread the word about how fabulous you are. When I attended a live interview with Guy Kawasaki via Skype, he said, “There are two kinds of people on Twitter. The ones who say they want more followers and liars.” My clients ask me all the time “How can I get more Facebook fans?” In some ways, yes, size matters.
How you interact with people matters more, because if your interactions are in line with your goals and strategy, your numbers will grow – or not, depending on what you are trying to do.
On July 26, on Entrepreneur.com there was an article titled “Five Lies About Social Media Marketing,” which has 136 comments as of now. The debate in those comments is lively, and a few days later, July 29, a rebuttal appeared, titled “Five Truths About Social Media Marketing.” The same five points are covered in both articles.
The point that both articles seem to miss is that everything depends on a multitude of factors, with the biggest one being what, exactly, you are trying to accomplish by making social media a part of your marketing plan in the first place.
What is it that you want from people when they connect with you? Do you want them to buy something? Do you want them to tell their friends about you? Are you simply trying to Gain more followers or retain their loyalty? What is your goal?
These are critical questions that you should answer before you ever try to increase your numbers of friends, connections or followers, and the answers to them will inform your marketing strategy. If you sell luxury items, scarcity may well be part of you marketing strategy. Exclusivity can be a powerful selling tool. However, if you sell $3 widgets and make a $1 profit on each one, you probably want to reach as many people as possible.
For just about any approach you can think of there is somebody out there using it successfully. Pretty much everything you read about social media talks about engagement. Then there are people like Seth Godin who, famously, does not engage. He does not allow comments on his blog, does not respond to comments on his Facebook page and doesn’t do much of anything at all with Twitter. Yet his books are best sellers.
Regardless of the approach that works best, one thing remains important: content. The information you provide, the tone of your communication, the status updates are all the ways your customers gauge whether or not they want to do business with you. For help with your social media content, you could consider contacting a pr company such as NGPIMC, for example. By creating appealing content, pr brands can help to enhance your business awareness. The content you put out on your business social media platforms tells your story so make sure it fits into your strategy.
Have you found that increasing the number of social media connections you have makes a difference? Do you have a strategy for using any of the marketing tools you use? Do you find the tone of your content matters?