Quality Over Quantity

There are a number of people in the social media scene that would tell you that it’s of the utmost importance to maximize the number of people you interact with in order to be successful. They may even try to sell you on a magical system that will increase your follower count on Twitter overnight.

Ugh.

These people are missing the point. Social media is so much more than just broadcasting a message to as many people as you can. The real value comes from meaningful interactions, each of which together allow consumers to formulate conscious and subconscious opinions and feelings toward a brand, product, service, organization, person etc. If you place the focus on the quality of these interactions (content), you give your message an enormous opportunity to go viral.

A perfect example is the post I wrote about KFC using guerilla tactics instead of mass media to extend their brand. I wrote that post after reading a news article because I thought it was worth sharing with our prospects and clients as an example of innovative marketing strategy—inspiration if you will. After writing the post I sent out a tweet to my 1900 or so followers, mainly in the Washington DC / Maryland area, inviting them to read all about it.

The result – over 5,000 hits on our blog in one day, and nearly 20,000 that week from all over the world (we typically have about 200 hits per day). Had I written a blog post about what I ate for breakfast that morning, my message would have only been heard by the people that regularly read this blog and those that follow me on Twitter. Instead, people loved what I wrote about and wanted to share it with others, so they either Re-tweeted me or submitted the page to social bookmarking sites like Digg and Stumbleupon. By placing the emphasis on good content, my message reached ten times more people than I originally communicated with.

Looking for a firm to help you harness the power of consumer conversation? CLICK ME

by Garret Ohm

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