We measure the success of things (and set goals), based on the metrics we understand. And in the case of social networks , something that everyone understands is the number of followers.
From the beginning, marketers have made an effort to explain that the important thing is not volume, but quality. Or rather, the balance between the two.
And what really defines we are succeeding, is the return for the brand in the form of quality traffic , database records, referred and direct 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 what we want to convey is one thing and what those who listen to brands understand: customers .
Take the test and ask outside your circle of contacts dedicated to topics related to Venezuela Phone Number List. What is the main metric you use to assess a social profile? When they talk about this or that popular profile, what data do they usually highlight?
At first we see a content that interests us, and then we look for evidence of the “quality” of that user, reasons to follow him or not. We review your content above, but the objective data that encourages us to follow you is the number of followers.
If we take it out of context and take it to the professional world, what do you think is the most used metric to select an influencer or a speaker for an event ?
Another example is the social profiles of companies, what is the most common way to measure success? What is the most common goal? Unconsciously we think that the greater the number of followers, the better the results.
Are you more influential because you have more followers? If my brand has more followers, does it get more revenue from social networks? The answer is not always, and sometimes it can even be a bad sign.
We are obsessed with accumulating followers
As much as it is clear as a marketer 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, in the growth balancing the quantity, with the quality of these followers is the key to success.
We all know the cases of companies that complain because their influencer DE Phone Number
strategies do not work as expected, those of Twitter profiles that have had large drops in their number of followers after the purges carried out, 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 leave their lives (sometimes literally), to accumulate followers, to those who pretend that the number of followers is not important (but in fact they do).
As a result of all this we have a metric that everyone understands (it is the perfect situation), but that is totally distorted.
From my point of view, social networks have not been able to control (or have not wanted to) the behaviors or tactics that have led us to this point and now they find themselves with a difficult situation to solve.
I hope that those purges of fake followers and bots that Twitter has carried out will become the norm on all social networks and continue to evolve.