Social Media Numbers
There used to be a strategy in sales known as the numbers game. The idea was simple: the more people you cold called, the more likely you were to make a sale. While it occasionally worked, this approach could be soul-destroying and inefficient, especially if you weren’t targeting the right audience. Fast forward, and we now have the benefits of social media. With a few clicks, we can potentially connect with people who are genuinely interested in what we have to offer.
However, some businesses still rely on the ‘more is better’ approach. It makes sense, doesn’t it? If you’ve got 20,000 Twitter followers, surely, you’ll reach more people than if you only have 500, right?
Well, yes and no. You will reach more people, but here’s the catch: if those followers were randomly added, then 99.9% of them are unlikely to engage or care about your product or service, no matter how much you promote it. In the end, quality matters more than quantity.
Never Mind the Width, Feel the Quality
When it comes to social media, it’s the quality of your connections that matters, not the sheer number of followers. Yes, having a large number of followers might give you some bragging rights, but it won’t necessarily benefit your business. In fact, it can make it harder to spot genuine engagement from those who are interested in what you have to offer. After all, the only numbers that truly count are the leads, orders or sales generated from your social media activity, right?
This principle applies across all social media platforms. For example, if you’ve connected with thousands of businesses on LinkedIn but have no idea what they do, they’re just taking up digital space without any benefit. It’s far better to have 10 connections who are genuinely interested in what you do than 10,000 who couldn’t care less.
It’s Not Just About Who You Follow
It’s not only about you following the wrong people—sometimes, the wrong people will follow you, entirely unsolicited. On social media, it’s common for individuals and businesses to follow as many accounts as possible, hoping for a follow-back. These users rarely interact and simply sit in your feed, posting their own content occasionally without contributing to meaningful engagement.
As a business, what you really want are followers who will engage. You want them to ask questions, share your content and act as ambassadors for your brand. The same applies to networking on LinkedIn—you’re aiming for mutually beneficial relationships, not passive connections. This means you need to build your following smartly, not by casting a wide, untargeted net.
Tips to Build Your Social Media Numbers Sensibly
Here are some practical tips for building a relevant and engaged following:
- Don’t Rush
Many businesses make the mistake of using systems to add thousands of accounts, then sit back and wait for follow-backs. This tactic may boost your follower count, but it won’t build an intelligent, engaged audience. - Follow the Right People
Take time to select the right people to follow. Know more about them than just their username—read their profiles, see what kind of content they post and engage with them. Send a message, start a conversation and get involved. Yes, it takes longer, but it’s worth it. You want followers who will participate in your online engagement. - Use Hashtags to Find Your Audience
Hashtags are a great way to find people interested in your business or product. If your business relates to something like #smartphones, search for that hashtag on platforms like Twitter or Instagram to see who’s talking about the subject. Follow them, engage with their content, and build genuine connections. - Promote Your Social Media Everywhere
Ensure that your social media links are visible on your website and promotional material—whether it’s business cards, flyers or brochures. If you’re using video as part of your marketing strategy, don’t forget to end your videos with an invitation to follow you on platforms like Facebook, LinkedIn, Instagram, Pinterest or Twitter. - Seek Out Regular Posters and Sharers
On Twitter, your ideal followers are those who interact and retweet your content. Retweets are crucial for spreading your message beyond your immediate network. On Facebook, look for users who engage with business pages or groups, not just passive lurkers. - Be What You Want to Attract
Engage by posting comments, liking posts, congratulating others on their successes and offering support. In short, be the type of social media user you want to attract. If you’re personable and active, you’re more likely to attract followers who will do the same for you. - Make It Easy to Share Your Content
If you run a blog, make sure each post includes sharing options so readers can easily spread your content across their own social media platforms. The easier it is for them to share, the more likely they’ll do so, helping to grow your reach organically.
Social Media Is About Engagement, Not Just Numbers
At the end of the day, social media is a tool for building relationships, not just a numbers game. A large follower count is meaningless if none of those followers are engaging with your brand. By focusing on building an audience that cares about what you do, you’ll see better engagement, more meaningful conversations and ultimately, more conversions.
At The Last Hurdle, we believe that success on social media isn’t just about reaching as many people as possible—it’s about reaching the right people. It’s quality over quantity, engagement over empty numbers. With the right strategy, your social media can become a powerful tool for growing your business.
What Are Your Thoughts?
What strategies have worked for you when building your social media following? Do you prefer a more personal approach, or are you a fan of casting a wide net? Is there a happy medium? We’d love to hear your thoughts!
