The phrase, “quality over quantity” means having the best of something rather than having a lot of cheap or less valuable versions. This phrase, however, applies to so many aspects of everyday life, including relationships, friends, business encounters, time, and even how we interact on social media. Let’s get right to the point… Social media analytics have pushed marketers like Allegra to rethink and dig deeper into the science behind the analytics and see what’s really happening with followers. Yes, we all want to be liked, favored and loved, but is it better to have better quality or quantity of followers? At Where Brands Evolve, we believe that true authenticity in everything, especially your social media presence, is the key to creating a brand that attracts loyal and interactive respondents.
In a world of designer knockoffs, hidden agendas and blurry-eyed transparency, the reality is that not all social media connections are created equal. It can be a challenge to find authenticity in our brands or in ourselves for that matter. Most social media posts are curated to show only the best, happiest time or bright shiny object in EVERYTHING. People want authenticity, and times are changing very quickly. The new trend in social media is to be more deliberate about connections in favor of quality over quantity, unless, of course, you’re Beyoncé and have a full blown PR team managing your social media feed.
Regardless of what commands our attention, VALUE should be the motivation behind everything we do. Think about the next pair of shoes that you purchase. Wouldn’t it be much better in the long run to invest in a pair of high quality shoes that will last years and remain in vogue, as oppose to the cheap pair that last only a season. Same with social media connections: go for the valued connection and authentic post. If you’re wondering how in the world you should use social media, previously conceived as platforms designed to distance you from your viewers rather than to promote honest and real posts, that really stems from asking yourself what you value and what you want out of your followers. Rich Brooks has a couple tips for generating valuable posts that you should take a look at.
Now that social media has grown up, users, companies and public agencies are beginning to discover that a larger social network may be less valuable than a smaller, more intimate circle. Think about this… would you rather have 1,000 Likes from people who don’t even know you or care less about your company or agency? Or 100 followers who genuinely engage with your brand to further spread awareness which should would in turn result in large pool of people who care about your brand.
Ask yourself these questions before posting or engaging with followers…
Is it kind?
Is it necessary?
Is it true?
Does it improve someone’s life?
So, if you are in businesses or manage a city or public agency, yes, you might need a Facebook page to serve as a source of the social post, but you don’t need hundreds of thousands of followers or fans to get your messages in front of a lot of people. Large amounts of followers don’t matter anymore. Here is what Jason Falls has to say about Why Vanity Metrics no longer matter.
When it comes to social networking, at Where Brands Evolve the choice always falls with quality over quantity. The bigger your network, the easier it is to lose the trust and coziness that comes with having thousands of followers. Alexandra Samuel taught us a couple things about large pools of people in your network. Ultimately, we’ve seen that there is more return on the one valuable customer than the ten random followers from last week, and that one customer is who you want to pursue.