Which is more important in Social – Quality or Quantity

This is an age old question in the world of social. Which is more important to you? Quantity or Quality? Which is better for a Facebook Page, Instagram or Twitter? And why is one better than the other? I have a specific take on this topic.

To me the Quality is always better than quantity. Why? Because if you have 100 of the right fans on your page, you get way more than 1 million of the wrong fans. People who love your brand or products are who you need to be after on social media. This is because they will interact with your posts. This would be liking, sharing and commenting.

These people will be your advocates in the world. This means in good times and in bad. If you look at some issues, like the Blue Bell recall, fans came to the page and defended the brand. You won’t get this with 1 million fans/likes that aren’t invested in your brand. These people will also start responding to questions people ask. Sometimes even before you an get to answering them. People like this is who you want in your social media.

What about having a large number? Having large number is a nice thing. A lot of people see this as a brand that has great influence and following. If those people don’t enjoy the brand or even know about the brand, there is a big issue there. You want to interact with people who want to follow your brand.

This is my take on the subject. Don’t worry about having a million fans. Value the fans you have now, especially if they love your brand. Enlist them to help you grow your page. Word of mouth marketing is, I think, the most valuable form of marketing. It is also the most authentic. You didn’t pay them for telling others about your brand, they wanted to go out and tell friends how great you are! You can’t buy that.

Tim is the founder of Element33. A social media agency specializing in education, management and strategy for small businesses. He comes from a traditional marketing agency but has embraced all things digital. He considers himself a marketing nerd and believes that all marketing is tied together. This means no matter what silo you are in, social, email, seach, etc, changes in one will affect the other!

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