Social Media, you aren’t doing social media right … or are you … or are you?December 8th, 2011 by Chris Rudden
I read an article recently that made the blanket statement, ‘if you only have X # of followers, that you aren’t doing social media right’; that you only know what you are doing, if you have thousands of followers. But, I personally think that statement may be missing the point, certainly in some cases, on a few levels.
Missing the point?
First, as we showed you in another post, WHAT can you do with Social Media, there are many things you can do with social media in general: Monitor, Communicate, Connect, Collaborate. Now, I know some who have under 100 followers on Twitter, for example, but get tons out of social media. How? They simply aren’t using social media for connecting, they are using it for monitoring only. Point is, Social Media can be used in different ways, and calling someone out for only having a certain number of followers might miss the point of the their social media context.
To take it out of this industry for a second; say you’re a high school football team, and all the kids use social media, and team information is disseminated using social media. It helps build team culture, it helps to keep the kids focused leading up to game time, it helps the kids stay focused when there isn’t a game for two weeks, talking about things they can do to practice their skills. They really get a lot out of it. But, the team only has 100 friends/followers/group members, including parents. Are they not doing social media right? Of course they are. They are creating value, and getting value, out of their interactions.
From another post, “how you and your company will use social media, what you will do with it, depends on what your goals are.” And, in turn, who your audience is. Some audiences are smaller, and some are potentially larger, requiring you to cast a wider net. Focus on your goals and audience; defining what you are trying to do with social media, who you are trying to reach out to. Let that dictate the extent of your need for followers.
I am not arguing that having lots of followers isn’t a nice touch for many of our marketing needs, obviously it is. But, social media is more than just a game of compiling followers, and depends on your social media context.
Again, from another post, “There are many unique examples of internal and external uses of social media.’
Interactions over followers
Most importantly, “stress interactions over followers”(@jeffbooth, 90,000+ followers). If you can only really have 150 social relationships in your life, as suggested by Dunbar’s number , does it really matter if you have 70,000 followers? With all that potential noise, where’s the value in your social media? The value of social media is not in the noise, but in the interactions it helps to foster, create, and build.
People, especially in this industry, really get tied into the numbers. They think that’s the game, and they want to win. Some people have 12,000 followers and don’t get that much out of social media(really, a friend of mine has 12,000 followers, but calls it all ‘fluff’). And, some have less than 100, but get tons out of it.
Remember 2 things
1) Who is your audience? What are your goals with your social media? What is your social media context?
2) Even if your goal is communicating, stress interactions over followers.
Bye for now
Still need help defining your social media goals, objectives, or even your audience? Still don’t understand how social media applies to you? Just don’t know where to start? We are here for you. Let us know your questions. Reach us at @steelrosecomm, find us on Facebook, LinkedIn, leave a comment below, or even email us.
Talk soon …
- Posted in About SRC, Investor Relations, Social Media
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