Not too long ago I wrote a post called “The Friend/Follower Quantity vs Quality Debate – A Definitive Guide” where I discussed the importance of having a large enough social community around your Twitter and Facebook, as well as the requirement that they be a highly targeted audience. You must have a large enough audience that enables you to create enough relationships and conversations that will drive ROI for your social media marketing.
An analogy I use for this is; Image you have a radio spot you need to place on a station, and you find a station that has a perfect audience for your target market. Now imagine that the station only has 40 people in that audience. Even if you get a 20% response rate, you will never be able to achieve any sizable numbers. Social media is similar, in that you must build a large enough and highly targeted audience to make the medium effective for your purpose.
What got me thinking about this was a close friend of mine here in Portland, Oregon, Thubten Comerford. Not only is he a master user of Linkedin (last I checked, ranked 75th worldwide for connections), but he recently passed a huge milestone for followers on Twitter. One Hundred Thousand. Yes, I said 100,000 followers!
Though Thubten and his firm WePost Media are exceptionally experienced with social media and social media marketing and consulting, they have created a niche segment in the industry of growing client communities. Clearly, they do it exceptionally well.
Aside from having an overall social media strategy, you also need to include plans for activity levels, content and subject matter, posting frequency, as well as community building. They all work together and are intricate components that make your social marketing efforts effective, or not. Miss a component of the mix and your results will suffer. Do them together and consistently, using a well thought out strategy and plan designed to rapidly grow a highly targeted audience of customers, prospects and influencers, which will dramatically impact your ability to acheive return on investment within the medium.
What’s your strategy for building a targeted follower/fan base within your overall social media strategy?
For more information on Thubten and what he does: