5,000 Facebook Fans! 10,000 Twitter Followers!
Sunday, March 17, 2013
Posted by: Ebony Grimsley
What is the fascination with numbers on social media sites? What Happens at 1,000 Facebook Likes or Twitter Followers?
Will the business suddenly receive tons of new customers? Odds are
that will not be the likely outcome. As we know, it often takes a few
touches and brand recognition to get sales from marketing efforts.
Unfortunately, watching your fan count throughout the day, hoping to
get to a specific number and see an increase in sales typically isn’t
the winning plan. Being slow out the social media gate and attempting
to catch up can cause you to become fixated on magical numbers. Whether
the number is 100, 500, 1,000 or 10,000, the number of Facebook likes
and Twitter followers can turn into focusing on superficial numbers.
Are you monitoring your analytical tools to see how many people are
engaging and clicking through to actual sales? These are the numbers
that make your hours in working your social media campaign worth it. Popularity is great, but in the grand scheme of it all, it just doesn’t
pay for salaries, supplies and other expenses in running a successful
So let’s say you reach the magical 1,000 likes on Facebook
Are people sharing your status updates? Are they visiting your site to learn more about your product or service? Are they
contacting you to build a relationship? What’s your like-to-customer
ratio? If you have 1,000 fans and only five of them are viewing your
status updates and only one is going to your website daily, you may be
fixated on the wrong numbers.
Perhaps you’ve seen a large company make the mistake of saying, "Help
us get to 10,000 fans” and thought "they reached their goal so it
should work for us.” But did you ever wonder what happened to their
sales when they reached the magical number? Did a company suddenly
reach Fortune 500 status or was able to get so many customers they
announced hiring 20 new members to their staff because of it?
Is it more important to get 1,000 random people to click the like
button or a couple of hundred interested ones to do so? Those familiar
with the media buying industry would tell you, they would rather have a
couple hundred quality leads than 1,000 false ones. If you have a large
amount of likes and your engagement stats are low, your efforts in
social media is not measuring up to a good return on investment. Before
asking for people to follow you, ask yourself "why they should.” This
will help you to think twice about what you’re doing to catch up in
this social media race of fans-to-customers.
Don’t be fooled. If people do not like your product offline, it’s
safe to say the odds are they won’t like it online either. Focus on
your overall marketing strategy. Don’t get lost in what you see others
doing for their business. Come up with a plan that works for your
Ebony Grimsley is founder of Above Promotions, a full service publicity, marketing and
promotions company, founded with the purpose to serve an array of
clients that are looking to expand their presence in the marketplace.