Numbers are a bit part of society. Everywhere from how old someone is to what time it is to how much money is in the bank. Another place where numbers play into big time, is business and not only business, but social media.
There’s such an infatuation with numbers in regards to how many fans, followers, subscribers that someone has.
Now, let’s not get things twisted: Having a large audience is great. While 100,000 fans on Facebook is awesome, you know what’s really awesome? 1 MILLION fans.
Anyways, aside from the cheesy callback to Justin Timberlake in The Social Network, numbers are great, but they shouldn’t be pursued with such immense focus.
The reality is, 100,000 followers/fans/whatever the hell you wanna call it, is not going to automatically make you money and make you a “success”. What truly matters in social media isn’t necessarily numbers, but active audience members.
Most of the numbers debate nowadays is simply a measure of who’s ego is bigger than the other. 50,000 fans on Facebook is fantastic, but if only 1-2% are actually seeing your posts, you’re already less effective than someone with 5,000 fans and a highly interactive fan base.
Same thing with Twitter and so on. Numbers again, are important to an extent, but we should focus far more on building active communities, not just a community of sheer numbers. I always love using Zappos as a great example of someone who focuses on quality over quantity.
While Zappos’ customer base may not be ginormous like some other companies, they focus on building consistent quality connections with their customers and by doing that, the majority of their business is from repeat purchases. In another aspect, you have Billy Bob’s Steak Joint which is more focused on getting people in the door.
Don’t be Billy Bob’s. Be Zappos. Active is everlasting long as you nurture that connection and relationship. A number is simply that: A number.