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5,000 Facebook Fans! 10,000 Twitter Followers!

Sunday, March 17, 2013   (0 Comments)
Posted by: Ebony Grimsley
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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 business.

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 potential buyers.

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.