Social Media is about Quality NOT Quantity!

   

If you’re using social media from a business or personal point of view – the below post will disrupt and fundamentally change the way you look at social media.

There are a couple of trends emerging in the social media spectrum that needs to be addressed as a lot of people seem to fall victim to “vanity metrics”. These metrics are things that used to matter in the old days when algorithms were not so complex. The same metrics that companies (or people) used to brag with.

They are called vanity metrics now – but they used to be called Facebook page likes and Twitter followers.

If you do the things listed below, you are actually doing more harm than good to your social media profiles and overall brand because of the changes in algorithms that have happened over the years and the way that these algorithms work now.

1. Twitter – Don’t follow more people than are following you.

There are a lot of people that use the following / follow back thing on Twitter. Some people call this a Growth Hack. Not only does growth hacking in marketing have nothing to do with this as it actually means the development of a piece of software to enhance growth, but also is considered a really bad spam practice and can get your account banned.

This is a practice I don’t condone as I can admit being guilty of trying this out and it’s a good way to grow an account that will have these vanity metrics. However, having 100,000 followers that actually don’t read any of your posts is less beneficial to your account than 1,000 followers that read everything.

If you use social media and analysis tools (and you should) you should see your Influencer score that will give you exactly this insight (if you know how to interpret data, that is).

As a rough idea, influence is calculated with the below factors – the way it is calculated differs from platform to platform. The difference in formula from platform to platform doesn’t matter as someone with a high influence on one platform, will have a high influence on all of them and will also be in the same position relating to everyone else.

This is because the same calculation formula is used on everyone on the platform.

Factors determining influence:

  • Number of followers
  • Number of times added to a Twitter list
  • Number of tweets and engagements
  • Number of tweet impressions
  • People the account is following

One thing that most people don’t know is that the people the account is following does not get added or subtracted – but it’s actually the number everything is divided by.

A good general formula to go by is:

((followers + added to lists + tweets and engagements) * impressions) / following

This means one important thing:

The more people you follow just to get a follow back
– the less influential you are!

It also means that having 1 million people following you doesn’t make you influential as almost none of them will actually interact with your posts, however having 1000 followers and your tweet retweeted by every person following you, does.

2. Facebook – Engagement is the way to freedom

Literally – the more engagement you have, the more people you can reach for free, without getting sponsored posts. Facebook’s algorithm does not punish pages. It just judges content by interaction.

As you probably know – you reach about 5-10% of the people on your Facebook (company) page with your posts without anyone touching them. Then Facebook’s algorithms classifies them based on engagement and interaction and displays them to more people if the content is engaging and interesting.

A trend happening lately is that a lot of pages push 10-20 posts per day and have little to no interactions with it and reach about 100 people with each.

One thing a quality Facebook page will do is post once a day and reach 1000 people, even though they have less of a following – because the first 10 people that the post reaches almost always interact and engage with it.

The most important thing to get from this:

The more people you engage
– the less money you need to spend!

If you need more advice and information relating to your marketing and digital things, feel free to get in touch though my PeoplePerHour profile below.

About the Author:

Narcis ‘Nachos’ Radoi has spent the last 10 years building, managing and implementing 360 digital strategies for companies and their clients in varying industries from small to enterprise, while project managing their execution with their existing marketing departments or external agencies.

Winner of 7 awards including: Innovative use of Social Media Award, Top 100 Most Retweeted Marketers in the World, Top 1% Influencers in Advertising, Top 100 Marketers to Follow, Top 0.5% Social Media Influencers, Top 0.1% of Worldwide Experts in Marketing and Digital Marketing, Top 100 Marketers On Twitter; he currently has a social media network of almost 500.000 people and is part of an influencer marketing network reaching up to 80 million people.

Get in touch with Nachos

 

1 Comment

  • Derek Thompson

    An thought provoking post, Nachos – thanks! Social media works best as a means of engagement and not merely a sales or marketing portal. It also helps us evolve our business and one sure way to tell your social media network (how large or small!) is working for you is when you get unsolicited tags, feedback or suggestions, as well as those fabled prospect contacts.

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