social media marketing

Why I just don’t care about the size of your audience.

Whoops. There’s a typo in the title. That should read “Why I don’t JUST care about the size of your audience.”


You have a dream. You want to wake up one morning, scroll through your social media accounts, and where you once had “23 followers” it suddenly says “23k followers.”

I’m sure you’ve been spammed with this before – companies offering to get you thousands of likes within a week if you’ll just give them your credit card information. Sounds easy, right? Well, it is.

It’s just not necessarily effective marketing. And it kind of feels a little hooker-ish.

How social media marketing actually WORKS.

You can probably figure out the companies that have actually used this “tool” – they’re the ones who have that magical “k” after a number. And they don’t have one retweet, like, or share on any of their posts in any of their accounts.

So, basically what they’ve done is pay good money for a bunch people who couldn’t care less about their business. Those people aren’t clients. They’re not buying what you’re selling. They don’t care about the amazing service you offer. They’re not connected with you at all.

They were paid to like you.

I know. Kind of makes you want to go take a shower, right?

Any good marketing professional will tell you that, while it’s great to have a ton of people “liking” you, it’s useless if they’re not interested. In my previous company, they had thousands of “followers”….

And the only person who “liked” the company’s Facebook posts was the mother of the woman who was creating them.

Love your audience – no matter the size.

social media marketingI know that some clients look at their 20 followers and wonder when they’re going to see that number rise. And the truth is…it’s going to take a while. That’s because, if you’re working with me, I’m never going to encourage you to “buy” likes – but I will celebrate with you as you build the RIGHT audience that is actually interested in what you’re doing.

ONE organic, involved follower is worth a thousand people who could care less about what you’re doing. That one follower is interested. They’re engaged. We didn’t ask them to like you…they genuinely do.

That rise in your audience means that you’re speaking to them in a way that has caught their attention. And in doing so, they’re more likely to share your name and talk about what you’re doing.

Here’s an example.

I have a client that currently has a couple hundred Twitter followers which, for her industry, is pretty good. But what makes it even better and what lets me know that we’re doing things right is that for just about every post we share, she is retweeted at least once or twice and her “likes” on her posts are consistent.

That means that people are actually reading what she is promoting. Sometimes it’s outside content. But almost everything is coming from her blog and website. That’s great traffic. That’s usable engagement. Millions of followers aren’t necessary because her potential client isn’t every person on the planet.

And if you think about it…yours probably isn’t either.

So, why would you make that your goal?

Wait. I’m not saying that growth is a bad thing.

Yes, it would be awesome if your social media pages suddenly exploded overnight. And YES that can happen. But if it does, it should be that you wrote a piece or offered advice that communicated something so amazing that thousands of people wanted to share it. That creates a true, sustainable audience that will stick with you and stay involved.

social media marketingThose of you who follow this blog and who are currently working with me know that there is a method to my madness. My goal is to make you a resource. I don’t push your product or service on your audience – I promote original and outside material that will bring people in. That makes it genuine. That creates trust for you and your brand.

And it (usually) doesn’t happen with 1000 likes overnight.

It happens one engaged follower and one true, potential client at a time.


Click here to read Seth Godin’s thoughts on creating a “minimum viable audience.”

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