When I first started learning about social media and trying to use it as a way to reach people, I was all about numbers. My goal was to prove some type of ROI for my efforts. I purchased software that drove up my follower counts on Twitter. I quickly had over 20,000 followers. At the same time, I decided I wanted everyone to be my friend on Facebook so I could invite them to my company page. It worked very well, I was growing my company page by 10-20 people a day.
I had numbers, but these numbers were not translating into new clients or increased traffic to our company website. In addition, most of these followers were people I really did not want to engage with or follow. These people were simply numbers.
Now, I had quite a mess. My Facebook page was full of disgusting posts and pictures of people I did not know. My family was a bit embarrased and asked me who these people were. On Twitter, I got tired of all the crappy tweets that I stepped back and really wasnt that excited about logging on to Twitter.
This is really what can happen if you are all about numbers. Numbers are nice, but they do not tell the whole story.
Since this time, I have done the following: cleaned up my twitter account and followed fewer people. I am in control of who I follow and I want the best people, not just another random person. By taking this approach I have now built a group of advocates. As a result, my information gets looked at more and I actually take more or an interest in what these people are saying online. This is where the value on Twitter is. Twitter is a place for listening and a place for informing others. I have found if I listen more and respond to the higher quality information, I will see more results on Twitter and in other places: phone calls, new accounts, inquiries, and contacts at conferences.
Another area that has really taken off for me is Linkedin. If my goal is to connect professionally, why wouldn’t I spend more time on this platform then Facebook. It just makes good sense.
Now where is all this going…
I believe we are not that far away from going to another level. This level will be connecting with advocates. The terms of likes and pluses will be gone. Advocates are where people need to move to. We need to connect personally with others and let them know we are not that far away by keeping in contact with them.
Trust is going to be a a huge topic and people are going to quickly get tired of the “noise on social media“. Why not start today and contact those people who may/may not be clients necessarily, but good advocates. These people know who you are, what you do and what you stand for.