From the very beginning, marketing experts have tried to explain that what is important is not volume, but quality. Or rather, the balance between the two.
And what really defines whether we are having success is the return for the brand in the form of quality traffic, database registrations, direct and referral sales, recommendations, etc. In short, everything that allows us to capture the value generated for our brand.
The number of followers matters a lot
But one thing is what we want to convey indonesia whatsapp number list and another very different thing is what those who listen to the brands understand: the customers .
Give it a try and ask outside your marketing circle. What is the main metric they use to evaluate a social profile? When they talk about a particular popular profile, what data do they usually highlight?
At first we see content that interests us, and then we look for evidence of the “quality” of that user, reasons to follow him or not. We skim through his content, but the objective data that encourages us to follow him is the number of followers.
If we take this out of context and apply it to the professional world, what do you think is the most commonly used metric for selecting an influencer or speaker for an event?
Another example is social media profiles for companies. What is the most common way to measure success? What is the most common goal? We unconsciously think that the more followers you have, the better the results.
Does having more followers make you more influential? If my brand has more followers, does it get more revenue from social media? The answer is not always, and sometimes it can even be a bad sign.
We are obsessed with accumulating followers
As much as you as a marketing professional may be clear that volume is not the answer, the reality is that a high number of followers generates trust and this has positive consequences in many aspects.
Of course, the key to success is in balancing the quantity and quality of these followers.
We all know the cases of companies that complain because their influencer marketing strategies are not working as expected, those of Twitter profiles that have seen large drops in their number of followers after purges, those of profiles with little published content and tens or hundreds of thousands of followers... the casuistry is enormous.
This fact has generated many currents. From those who give their all (sometimes literally) to accumulate followers, to those who pretend that the number of followers is not important (but in reality it does matter to them).
As a result of all this, we have a metric that everyone understands (it is the perfect situation), but which is totally distorted.
From my point of view, social media has not been able to control (or has not wanted to) the behaviors or tactics that have led us to this point and now they find themselves in a situation that is difficult to solve.
I hope that these purges of fake followers and bots that Twitter has done become the norm on all social networks and continue to evolve.