The business world is full of numbers - gross sales, net profits, turnaround time, and conversion rates. Similarly, we often measure social media marketing by metrics like engagement rate, click-through rate, and the all-important follower count.
Since the advent of social media, growing a large following has been seen as a sign of fame or credibility. But if you're not just looking to be a viral social media personality or public figure, is a massive following the ultimate measure of success? On the surface, 1 million followers may seem more impressive than 1,000, but if you're not truly connected with your community, the follower count is just a number. These are real people, not just digits. Instead of just chasing a large following, building an engaged community is essential.
Here are three things to keep in mind:
- Focus on deeper connections.
Instead of trying to cast a wide net and acquire a lot of non-engaged followers, try the opposite approach by building genuine relationships with your existing community of followers. Engage with all comments and answer questions with accurate responses. In the long run, a few hundred people genuinely supportive of your business are much more valuable than a million people who don't care.
- Provide real value.
Make sure your content is providing value to your audience. People typically only follow accounts if they get education, motivation, or entertainment from them.
- Be authentic.
In recent years, there has been a shift towards authentic and transparent businesses. People want to feel connected to the mission and people behind the brand, so be honest, be vulnerable, and give your community an inside look at who you are.
Managing social media for your small business can be overwhelming, and having a lot of followers on social media doesn’t necessarily mean that a company has an engaged audience or a true community. Using these three ideas to guide your content strategy, you can connect with an online community that believes in your mission and wants to support you.
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