It is All About the Influence
A common misconception is that if you have many followers on a social media platform then you are followed by many. But that isn’t necessarily true.
You could have 20,000 followers, and yes, that looks impressive, but does that mean that 20,000 people are actually engaged in your content? This can be false advertising for a company’s consumers, but it is also misleading in regards to a company’s analytics. How can you really gauge your company’s engagement when likes are able to be purchased?
It isn’t about the amount of people that follow your brand’s page or view a piece of content marketing, so why do some many companies feel they must rake in the followers and likes? How do you fix this issue?
According to Gary Vaynerchuk, CEO of VaynerMedia, “Instead of talking about how many people see your content, we need to be focusing on how much value that piece of content actually brings your audience.” In social media channels, high-quality content is of the utmost importance. Companies worldwide invest large quantities of money to create quality content, but in many cases, that content is not distributed properly.
Audiences neither find it nor share it. A good Content Creation and Distribution Plan for social media marketing will ensure that a company’s content is relevant, timely and well written and that it reaches the target audience using the optimal means as determined by the social media marketing team.
One of the major debates regarding content creation is between content quality and quantity—how much content is enough and how good does it need to be?
Content creation should ideally start by defining a quantity goal and a publishing schedule with proper deadlines. Once the publishing schedule is finalized, focus should be on quality for each piece of content being distributed.
In addition to good quality content, an effective social media effort must have a good distribution strategy. In other words, it needs to be shared. And that shouldn’t be a problem if the content is engaging. People naturally share information for many reasons; they could simply like the content or perhaps find it interesting. But whatever the reason, a company must ensure that their content provides their consumers with something that encourages shares or else it will be lost in the sea of content.
Vaynerchuk states, “Bottom line: I don’t care how many people see something, “I care about how many people see something.” Quality over quantity. Depth over width. Reach does not equal value and follower count doesn’t mean people are listening.”
So, it’s time to stop fretting over followers and put that time and energy into creating content that will engage; one must remember that it all begins with Content Creation and Distribution Strategy.
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Gary Vaynerchuk, “Numbers Don’t Matter, Influence Does,” May 16, 2016. https://www.linkedin.com/pulse/numbers-dont-matter-influence-does-gary-vaynerchuk?trk=hp-feed-article-title-channel-add