Numbers of followers= Vanity metrics.
Do you want big numbers across your social media accounts? It’s easy to understand why you might. You must be doing something right if you have a huge following, right? Your business must be thriving in relation to your followers, right?
But if having high numbers doesn’t achieve your social media marketing goals, then are you misplacing your efforts?
Think about a Financial Planner, licensed in one geographical area or, a local mattress store. Does it make sense to get ‘likes’ from another continent?
Short answer: probably not.
It feels good to have impressive numbers of people following you. It tells you that you’re doing something right. Your content speaks to people. Which is great! But are they the right people? Are they your target market?
What does matter when it comes to social media analytics? That depends on your goal. But ultimately you’ll find that it’s quality, not quantity that matters most.
Having tens of thousands of followers on a social media platform is ultimately meaningless if they are barely engaged and never pulling out their wallets. Maybe 500 highly engaged, very loyal followers is a better target to reach. See how those two outcomes would require very different strategies?
The first goal could be attained by buying followers who aren’t your target market (please don’t do that) followed by a spray and pray marketing mentality. The other would require an in-depth understanding of who your ideal client/customer is, what they are interested in and how that relates to your brand.
Numbers won’t keep you warm at night. Instead focus on building an authentic relationship with your people.