Do you need a massive audience to be huge in social media?

massive audience

By Mark Schaefer

Recently, my dear friend Kristen Daukas and I had an interesting exchange in the comment section about audience size and I thought it would be fun to blow it out into a blog post since it is such a relevant topic.

Kristen wrote:

“Content may be king but having a vast audience to accelerate the spread of the topic is queen and we know which one rules the castle. There have been several topics that I’ve written about that certainly have not gotten nearly the attention as a post of yours on the same topic. If you don’t have a vast audience to help spread your message for you, all the self-promoting in the world isn’t going to help.”

Well then.  Does size matter?

In a {grow} first, I am actually going to answer the question and then prove myself wrong.  You’ll just have to see for yourself.

Why size does not matter

One of my favorite case studies to illustrate the power of community is a family-owned bakery in Houston called Dessert Gallery.  The business has a small but loyal Facebook following of less than 3,000 fans.  However, a study by Rice University found that this audience was providing profound benefits to the bakery including:

  • 36 percent more visits than non-Facebook customers
  • 45 percent more of their dining budget spent at the bakery
  • 33 percent spent more at the bakery than at other restaurants
  • Greater emotional attachment to the brand

The owner successfully uses her Facebook page to gain marketing insight, address customer problems, communicate promotions, and get feedback on new product ideas.

This company does not have a huge Facebook following but the Likes they have MATTER.

Clearly, building a vast, global audience would simply be a waste of time for this business. As long as it attracts and retains loyal fans in its target business area, its small but mighty audience will be just fine.

So, in this case, growing a huge audience is not a priority. In fact it might even be a costly distraction for the business. Audience size is a function of strategy.

Why size does matter

I am now going to argue with myself. It happens.

In the online world the “social proof” of a large audience may be important because in our information-dense world, we’re starved for clues to help us determine leadership and authority.  We readily look to “badges of influence” like number of Twitter followers or even Facebook likes to help us determine brand worthiness.

In some markets, there may even be a Facebook arms race as competing brands do anything necessary to gain the upper hand on this metric. I recently wrote a post describing a company who has an internal marketing metric of “cost per like.” On the surface, this seems ludicrous but it demonstrates how strategically important this symbol has become.

Icky. But true.

So in the bakery case study above, would this bakery be disadvantaged — ever so subtly — if the bakery down the street had 10,000 fans versus their 3,000?  Hmmm.

Of course there are other reasons why size might matter if you are aiming for a global audience, and as Kristen said, you are actively trying to move content and build a personal brand.  As long as the audience is relevant and real, bigger would be better.

So I hope I did not confuse you … but it’s a complicated subject.  The bottom line is, start with strategy. Know who your customers are, where they get their information, and how you can be useful to them through your content. Then build appropriately.

What is your view?

SXSW 2016 3Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best-selling digital marketing books. He is an acclaimed keynote speaker, college educator, and business consultant.  The Marketing Companion podcast is among the top business podcasts in the world.  Contact Mark to have him speak to your company event or conference soon.
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  • The odds are simply in your favor if you’re bigger…I work hard to build my following but I seek good people vs. simply numbers.

  • “as long as the audience is relevant and real” : key phrase; + I would add “and engaged” – I would argue that a smaller engaged audience beats a bigger disengaged audience.

  • I agree, Hugh. Relevant and passionate audience is what’s important.

    I think Kristen’s point was that in order to reach relevant and passionate audience, you have to be able to distribute your message as wide and as far as possible.

    Blunderbuss first, sniper second.

    The problem is most bloggers never get a chance to fire off a blunderbuss shot. Our bb gun is not enough to compete against large, powerful, and above all, loud big media megaphones.

    But maybe we can change that 🙂

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  • Size helps, but I’ll take a smaller engaged group over large any time. True power in social media is demonstrated by the response to a call to action.

    Of course if you have 10 million readers you still might do better than the person who only has a 10,000 because simple math says that the size difference means a poor response rate from the bigger audience is probably still going to out do the other.

  • I truly believe in quality over quantity or as Seth Godin puts it: “Find ten people. Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they’ll each find you ten more people (or a hun- dred or a thousand or, perhaps, just three). Repeat. If they don’t love it, you need a new product. Start over”

  • Hey Mark. As usual, some great observations on a very pertinent question.

    For me, the question that needs to be answered is – does a business want fans/followers or loyal customers. It doesn’t matter if you’re a family-run business, a consultant or a global corporation. If the objective is being met, then percentages matter not the absolute numbers – x% of my website visitors contact me for a demo, y% of my Facebook fans utilized my discount scheme, z% of my blog readers shared my content, a% of my customers are repeat buyers.

    Start with a strategy that has specific objectives that need to be achieved. Another tip – while you’re in the growth stage, simultaneously create awesome content, as well as work on building relationships. When you’re audience is ready, they will promote you.

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  • Numbers grow and fall, it is in recognizing your quality listeners – over the quantity of numbers signed up.

  • As you have mentioned, a local bakery attracting a global audience would not be of any immediate benefit. Having 10,000 likes from countries 10,000 miles away is near pointless (unless they, in turn, know people in closer proximity to the bakery) as you would not be able to service them.

    If, on the other hand, your priority is simply to become well known in your field, and build your personal brand, then does it matter where your audience is? Surely it’s a case of ‘the more (engaged) the merrier’.


  • MaureenMonte

    If the bakery (which sounds fab) has no desire to “grow” (pardon the pun) beyond selling product they offer in the store, then God is in his heaven and all is right with the world (I think Frost said that). However, if they were to expand into a cook book and a how-to video series that they wished to sell, they would want me, in thelovely Detroit area, to know about them and buy from them. In that case, more engaged would be better than less engaged. On a side note, I am LOVING that i am seeing people I met at Social Slam last week (hi Dino, Kristen, and of course YOU, Mark). I thank all of you for investing in me. Can’t wait to implement what I learned!

  • Right.

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  • It seems to me that the definition of “massive” is relative and that the size of the audience is related to the size and goals of the business. For the bakery, 3,000 fans who are actively engaged is a large following – they may not have the capacity or the desire to serve 10,000 equally engaged fans. They are probably viewed as huge in social media in their community.

    On the other hand, if the goal is to build a national or global presence, then the definition of massive would have to be a much larger number.

    As you said the key is all about strategy and in some cases that’s building your audience one fan at a time by building relationships.

  • Hi Mark,

    I always enjoy reading your columns, and usually find some good information, as well as some excellent points to contemplate. You really summed up quite well the challenge most businesses, organizations and individuals have as they confront the “quantity vs. quality” issue.

    Of course there is no correct answer to which is better — quantity or quality. You need at least some minimum threshold for both in order to achieve a sustainable return on your efforts. Of course, if the quality of your “fans” is zero, then no amount of quantity can make up for that. Conversely, as the quantity approaches zero, the return of social media diminishes quickly.

    I question at least one aspect of the Rice University study. I wonder if those conducting the study made any effort to determine if the bakery’s Facebook efforts were CAUSING the greater expenditures and greater emotional attachment to the brand — or if it was simply far more likely for the more attached and loyal customers to take the step of “liking’ the Facebook page. It’s definitely a question that needs to be answered.

    I look forward to your next column.

  • Awww.. thanks, Mark! Happy to see that you turn my “yeah, buts” into a learning opportunity 🙂

    Unfortunately, it’s something that I have to “fight” with my clients about. They want HUGE numbers because HUGE is the best, they think. Not necessarily, I tell them. It’s more important to have people truly engaged with you and your company. But my competition has 10,000 ‘likes’, they say. Yes but no one is commenting on their page, I tell them. It’s all about educating them on what’s really important but so many view it as a popularity contest of sorts.

    Thanks again for another amazing conference. However will you and the SMCKnox team out do yourselves next year??

  • I think the key here is “it depends.” It depends on how big your business is, how global, your price point for services and products, and how many customers you need to be successful. It also depends on what kind of business you’re in and what you sell. A company selling electronic components for the auto industry probably has a few key customers with very large accounts. Do they need a huge social following? Will the social following offer them any kind of “legitimacy”? Probably not. A bakery, even one with expansion plans, probably needs a local loyal customer base much more than a huge fan base that isn’t located close to their business. But a social media trainer probably benefits from the legitimacy that a large following conveys.

  • A rule of thumb is that only 2% of the people who read your blog leave a comment, which is virtually the only way I know they are out there. If the other 98% do not engage it still read every day, isn’t that ok too? : ) If your definition is that if they read they are engaged, then your audience also equals your engaged audience, right?

  • I’ll take an audience that never engages but reads anonymously and buys my books : ) in fact, a very small percent of my audience engages.

  • Thanks for the great comment.

  • Very sound advice

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  • Size impresses. But, size does not mean you get what you want. It does not mean others care for you more, it does not mean you close the deal, and it does not lead to happiness or a greater sense of self-worth. I guess what I’m saying here is that large Twitter and Facebook followings tend to change others, not the person with the large following.

  • Building your audience one at a time, with sincerity is the way to build your audience for a lifetime relationship. Also defining your purpose for writing or blogging will also tend to attract good people who will in time, get to know you, appreciate you and engage in dialog with you. Having a following of readers that communicate socially with you long term will always foster growth in time and ultimately deliver long term genuine relationships.

  • scribe827

    You buried the lead: yes, it starts with strategy. That said, interesting introduction to an important dynamic for any business wrestling in SM.

  • I think I come to exactly the same point as you, Mark. Size isn’t necessary, but it sure helps. I’m comfortable having a smaller audience, since that’s allowed me to achieve my *business* goals more effectively, but there’s no question that having a large audience confers authority (and occasionally that works in reverse, one hopes.) But the best part of this post is that it correctly asserts that you have a *choice,* and I’ve always loved the Dessert Gallery case study (I use it as well, for other purposes) as a brand that not only does engagement right, but also measures it right.

  • The larger your audience is, the larger the part of it that doesn’t pay any attention to you, beyond superficial desires of their own (e.g. “I’ve liked my favorite brand” or “I’ve got them on my list” etc…).

    I’m a fan of quality over quantity myself… but your post title asks a specific question…

    “Do you need a massive audience to be huge in social media?”

    My response is… do you really want to be huge in social media? Is there really any value in that at all? If you’re huge in social media, aren’t you just strengthening the brands in social media (like Klout, Facebook, Twitter etc…)?

    So, I would also ask… and here’s the important part:

    Do you need a massive audience to be an authority to the people who choose to follow your content, your business, and your brand? To that question… the answer is NO, and here’s why:

    If the number of people displayed on some social service (like Twitter followers, likes on Facebook, Klout score etc…) is the main reason you’re an authority to someone… have you really done a good job of developing any sort of relationship through your content, personal contact, or other means… with that person?

    Not yet. 😉

    When you do a good job of this, that person will look beyond superficial numbers and see you as a true authority anyhow… no matter how many “Twitter followers” you have, and they won’t care what your Klout score is.

  • A smaller percentage replies to comments. Ever wonder about that?

  • Have you ever sat quietly while your client paid for followers to get that huge number?

  • The entire topic makes me dizzy, I’m afraid 🙁 I feel like I’m on a perpetual teeter-totter on this one. Cheers! Kaarina

  • I’ve seen blogging systems (not WordPress or the big ones) that had scripts showing number of readers.

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  • Candyce… +1000 🙂

    Especially analyzing the “situational” part. But, “large following” is subjective? I view a large following, superficially, as having at least 10,000 followers on Twitter, where someone else might view it as 100,000…

    … so the social media trainer, should they be focused on developing follower count? Or developing the attention of the real people who are paying attention to them?

    Then… if they are developing follower count… how are they doing it? Is their follower count legitimate?

    Or… does the word “social” in social media trainer mean they’re so good at what they do, would their content (or their response etc…) be the reason I follow them?

  • Compared to the numbers many of my social media-focused peers work with, I’ve never built a high traffic site in my life. Why is it that quality is never perceived as sexy, while quantity is?

    Mark, you mentioned this at Social Slam…social proof matters. It really does. Numbers matter. But they only matter externally. If you’re trying to grab the attention of the wrong people for the wrong reasons, you’ll be chasing numbers forever. If you focus on quality engagement, the numbers take care of themselves.

    This doesn’t mean if you focus on quality, you’re guaranteed to have a high traffic site with 100k+ email subscribers. My story is a great example of that not always being the case. It may still happen, but what I can guarantee is that my business is humming along just fine, regardless. There are millions of ways I could screw things up from here, but failing to get another ten thousand Twitter followers isn’t one of them.

  • As you said, Mark. It’s complicated. It depends on what a client’s objectives are. Social marketing allows much better audience segmentation. That could be trying to influence millions of people or mere hundreds. I developed a program where the only social component was LinkedIn, we’re we regularly feed owned and aggregated industry information to two very small groups that were interested in the various machinations of specific topic. Over the course of eight months, the client went from zero to $1.6 million in new contracts. So, does size matter? In this particular instance, not a bit.

  • I think your audience needs to be proportional to your market area. If your product is able to handle national distribution, then you need a big audience. If your target audience is only local, then content is King and off with the queens head (so to speak). Although size still matters, its how you use your marketing tools that is more important and effective.

  • Very interesting. I was having this exact conversation this weekend. I always need to remind myself that the community itself is defined by its members. Maybe in the bakery example, the followers are just a list of customers. But if they are actively and socially engaged, they are interacting with each other. After all, if they are spreading the word for you, they definitely know each other. So for the pursuit of numbers – especially in a mass media sort of way, I believe the “community” would be totally different depending on the size. And then you have to ask yourself – is that the type of community my business needs or wants? Last, how does growth play into all this? We all started at square one …uh, Like 1. We may get lucky and create a quality small community. But will we lose and alienate our core followers when the masses find us and “take over?”

  • Great post Mark!

    I’m with you on this one – I can argue both sides, for sure.

    One “potential” benefit of a smaller audience is connecting more personally with a larger portion of your followers, which can then result in more trust/relationships, and possibly greater influence.

    On the other hand, you need enough people to see your message in order for it to have impact. This is where I think targeted audience and brand advocates really take place.

    3000 followers/fans that are highly targeted, and prospects, will give you great results – better than having tens of thousands random followers that aren’t prospects. But 10,000 targeted followers could be better, because you have more prospective eyeballs seeing your message. knowing your target, and making sure that the majority of your audience falls into your target, is very important.

    Then there’s the aggregated audience of your brand advocates. It takes a long-long time to develop a big enough audience for your brand, especially when you’re a small business. But get 10, 20, 50+ strong brand advocates, aggregate their social audience, and all of a sudden, your audience becomes huge! That’s why a lot of multi-author blogs are doing great, because of aggregated audiences.

    So I can see the benefits of a small community, but also the benefits of a larger community. But again, I think it all comes down to how much of that community is targeted prospects, and how many brand advocates you can gather.

    Now back to you! Your thoughts on my comment? 🙂

  • I think quality of followers over quantity has always been most important — although a large, responsive following is ideal!

    “Likes” are great, lots of followers are possible opportunities to build-on.

    However, with the diminishing Facebook Page visibility factor (now: more pay-to-play model), if folks “like” a page, and never see it again in their feed, that’s similar to a site visitor popping by for a moment and never returning. Needless to say, ‘bots’ are easily had (without trying), and while increasing numbers, does not boost engagement or build reach.

    Brand size, strategy, unique plan and ability to successfully support message affects bottomline results. For that reason, I believe true “social proof” is via the words and visible indicators (testimonials, real examples, etc), because “Like” can represent so many different things — not *all* “Likes” are really the same, in actuality.

    BTW — love when you argue with yourself, Mark!

  • With an author, this is an “it depends” and a bit more. The “it depends” part is tied to getting visibility. You write a book and for someone to read it, you need someone to take a chance on you and read and then talk about it. Word of mouth is still most powerful force in book promotion. Social media can deliver a lot of word of mouth if….your social media contacts act in some way. They need to read the book, love it and recommend or (best!) or at least mention it (something). And the people they rec it to need to trust them to some extent…

    But there is another factor in author social media that I’ve noticed. I call it the needy factor. Authors, particularly fiction authors, are creatives for the most part. Social media, the numbers are validation, not just promotion.

    Before self publication, those numbers were often the only validation an author had while waiting forever for publication numbers from a publisher. So you’ll see a lot of “please like my facebook page” even though we all know that most of the people who like your page will never see your posts. It’s the number of likes, the climb that validates. (We all have to be a little crazy to write! LOL)

    That’s why you’ll sometimes see an author get so caught up in promotion, they forget to write another book. So numbers can be a benefit and a trap.

    When I release a new book, I have to be very careful about how long I stay in promotion mode. It’s important to my business, but hard on my muse (because there is no way that all the people will love you or your books).

    I try to focus on a) writing a book I’d like to read and b) not annoying the crap out of those kind enough to follow me on social media. Grin.

  • Great post Mark!
    Personally, I believe in the quality of your audience. I much rather have the smaller following of the right people. By that I mean people that want or need my product/service, are engaged and sharing my content, and have influence among their own group of followers. These people are likely linked to others with similar wants and needs and thus can help spread my content to other qualified leads.
    In my humble opinion, having a audience 10x larger than a competitor means nothing if your audience is only following you because of a giveaway or entertaining post you previously made (or even worst cause you paid for them). These people may never click unlike or stop following you, but will also never buy from you.

  • But you still don’t know “who” : (

  • I agree. For example, anybody in the world can connect with me, hire me, buy my books. My audience is the world, which is a challenge : )

  • Agree. In that case the strategy changes … And so your audience changes too.

  • Well said Beth!

  • You think so? You probably have a better feel for it than me.

  • First, thanks very much for reading my blog and your support.

    You bring up a very key point. Which comes first? The like or the love? It really is critical to apply that critical thinking. I believe the Rice study is robust in that regard but you’re absolutely asking the right question.

  • Ugh

  • For a business, whether it’s product or service driven, I think word-of-mouth is the most important factor. Just like it’s more cost effective to hang on to most employees, versus perpetuating a high turnover rate, this rule applies to customers as well. Most people are creating a brand, and in order to develop loyalty for the long-term, it’s essential to make a good first impression, address the customer with respect and a sincere desire to help, and send them away wanting more. If management embraced this concept and hired accordingly, then word-of-mouth alone would help their audience, and customer base grow.

  • Education is a HUGE part of this space,isn’t it. Very good observation Kristen!

    I’m so glad you enjoyed Social Slam. There is no doubt we will be even better next year. Just watch!!

  • I have a huge ethical & integrity issue with that. Please don’t ask me to do that for you, dear Client.

  • I will promise you one thing.. I will NOT miss the deadline for the call for speakers like I did this year.

  • Tremendous comment Candyce. Thanks!

  • True and wise. Thanks Chris!

  • That has certainly been my approach and I believe in that. It takes a lot of time and patience, though — not traits found in a lot of companies, traditionally.

  • I shall save this comment and savor this time when we agree.: ). Honored to have you comment Tom.

  • Boom. Fantastic comment Joseph. A great blog post in its own right!

  • Welcome to my world. : )

  • “If you focus on quality engagement, the numbers take care of themselves.” Love that Christian. Tremendous comment. And it was great meeting you at Social Slam!

  • Great case study. Thanks for taking the time to share!

  • Thanks Sandra.

  • Reminds me of the post I wrote recently about the cost of conversation. Do we really NEED all that conversation? It comes at a cost doesn’t it?

  • Thanks for the great comment. I really don’t have any unique perspective to add because I think your thoughts are pretty closely aligned with my own. Hard to argue with what you say here.

    One interesting thing to think about here — the success of the aggregated blog. So who is really successful? Are the individual personal brands subsumed so the blog itself is successful? Need to be careful with that strategy I think.

  • You have so many good points here. You have my wheels turning. I am actually at Social Media Marketing World and there is a lot of discussion about the real or perceived diminishing visibility on Facebook. It is really interesting how much behavior that is driving!

  • Love the voice of experience here. It is so amazing on {grow} that we get so many generous people who are willing to tell their stor to help others. Thank you Pauline!

  • Interesting idea about the audience of your audience. So obvious but true and that really adds to the value of the discussion. Tanks for taking the time to point that out Jon.

  • Great analogy. Thanks for adding your voice today!

  • KacyMaxwell

    Mark – I think most of the commenters breezed past the link to your previous post on the internal metric/weight associated with the size of a brand’s social following. Many executives outside of the industry believe there is a 1:1 metric with fans and revenue. You add fans. You add revenue. We know that is not necessarily true because we read social articles, attend social conferences and are in the day to day. The problem…is that many of our bosses are reading articles on other topics, attending other types of conferences and only think about the company’s social media when they are browsing their own facebook page and decide to ‘check in on the brand.’ If you tell them that a bakery with 3,000 loyal fans is happy with their social presence because they are truly connected, they’ll ask: ‘Why aren’t they trying to grow to have 5,000 loyal fans? 10,000? 20,000? Small and loyal are not mutually exclusive.’

    I can tell you that the quality over quantity argument is not a reality in many of these executives’ worlds. They want both. So my suggestion for anyone out there who is in charge of a company’s social media presence, don’t be satisfied with a small, connected following because your boss won’t be…especially once they see how much time you are spending with them.

  • The level of a company’s social media sophistication would also seem to move the “importance of numbers” dial. I don’t know of any company new to the world of social media, (without the guidance of esteemed social media gurus like those at social SLAM, of course), that doesn’t track the easy numbers, just to see if they are having any impact. Did anyone not watch the likes on their first facebook page? Has anyone created a “Social Sophistication Meter” where companies can rank themselves based on how they evaluate social media success?

  • I’m sure diminishing FB viz a hot topic, Mark! I find it interesting that we’re back at this juncture w/FB visibility once again. I attended #soslam2012 and FB was making changes related to this challenge, but had not yet announced. (I spoke w/a FB rep – but no confirms at that time ( ’til later public announcement [SOP])

    At #soslam2012 I asked several biz owners if they noted this change/or were aware of it — none were, at that time but also concerned.

    As a follow-up, I wrote several articles, now getting ready w/another. My concern is for Small Biz Owners and Indie Pros — my focus… Keep us posted, Mark!

    TY for your kind comments + enjoy Social Media Marketing World!

  • Great way to look at that — sometimes folks forget that, I think!

    Inquirin’ Mind: Is this a change, Mark, or in your experience, has engagement always been a small percentage of total readership? (A norm ?)

  • A small engaged group is a fantastic benefit, and is definitely a tradeoff for a lesser engaged large group. But by answering the question you posed “do you need a large audience to be huge in social media?” It depends on what you want to use the word HUGE to define. Huge influence? Huge numbers? Huge turnover? Huge profits?

    It really is all about the angle it is being looked at by the person who wants to be huge.

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  • Chuck Kent

    “…it does not lead to happiness.” Oh yeah, that oft-overlooked outcome. Glad to see it mentioned, here. Mark is my idea of huge in social media (assessing positive impact), and yet I wonder what the effective of, say, doubling his followers to six figures would do to his ability to engage us all (which is what makes this blog so interesting, at least to me). I suspect it would diminish both his and our overall happiness with the online relationship, even if it increased lead generation.

  • Chuck Kent

    PS to Chris… nice to meet you briefly in the Sunsphere at Social Slam.

  • Indeed! Hope to see you next year, Chuck!

  • I would agree with Kristen and say that size does matter, but then, it’s not the only thing since engagement matters much more. And we have often seen that it does get difficult to engage when the size grows. So the key is, the brands needs to strike a balance between the size and engagement.

  • Great question Mark!

    I guess it really depends on the blog – if great personal brands come together, and act under one collective brand, the brand could succeed. You can also go the other way – if a multi-author blog has a great brand, an individual contributor could elevate their own personal brand because they are tied to the blog’s reputation. In most cases, when done well, it can be a win-win 🙂

  • My blog is syndicated a few places and I wonder about the value. I get almost no referral traffic from those sites.

  • Tremendous, real-world perspective Kacy. Very valuable insight … and true!

  • Sounds like a business opportunity Leigh Ann!

  • It pretty much comes down to money for me : )

  • I somewhat disagree. I think setting engagement as a goal can be dangerous, In fact, engagement can kill a business if you’re not somehow converting to revenue. I know that sounds heretical in the social space but here is a better explanation:

  • Great point Mark and that’s the reason I say that a fine balance has to be maintained. I do agree, that if a small business focuses solely on Engagement, the business is surely in danger. But end of the day, you still have to do some amount of small talk with your existing and/or potential clients.

  • I have found that syndicated content doesn’t get much traffic – you’re right. What it can help with though is personal branding and reputation.

    The multi-author sites that do it best (in my opinion), are the ones that provide original content, and not syndicated content. Like I said, if done well, it can be a win-win. But it’s time-consuming as well.

  • Quality vs quantity! I would take quality any day, but if somehow we can figure out how to get quality of quantity we would all be better off. Thanks Mark, great article, lots to think about.

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  • I’m a firm believer in quality trumps quantity when it comes to social media. Too many businesses try to “game” the system and their numbers are simply a house of cards.

  • Agreed. Striking the balance is key. Engagement for the sake of engagement is foolish!

  • Thanks for caring enough to comment Leslie.

  • … or it might be social proof. If you see two blog posts on the same topic and one has been tweeted 2 times and one has been tweeted 200 times, which one will you read? Numbers matter. Might seem a little icky, but it’s true under certain circumstances.

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  • Anna Pham

    I think it’s more important to have people who actually care about buying product from you rather than having people who like and never come back again. It’s just like profit come mainly from loyal customers the most.

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