Hello, my name is Ruth. To others I may be known as Mom, the Details Diva, Mrs. Martin, #42, #517, or even #1,309. Hmm, why the numbers? Because I’ve noticed a surge in social media lately for those who prefer to collect numbers. Sort of like each number is another trophy or something. It’s disappointing that folks believe this to be engagement marketing or client relationship building. Sigh. It’s simply the networking numbers game, baby, and high score wins. Uh, NOT.
And, this number stuff has got to cease if networkers don’t want a tarnished image. You’ve probably heard of a few conversations going along the lines of:
“I have over 535 likes.”
“I just need 10 more people to get 2,000 followers.”
“I have 717 fans and wish I could have 2,000 like so-and-so.”
Just numbers, not names. I sincerely doubt that most could tell you specifics about many of these individuals. In reality they probably have regular conversations with less than 100 people on most weeks. Realistically, I get that when your business grows to a certain level you can’t personally interact with each and every customer the same way you did in those early years when you handled more hands-on tasks yourself and the lists weren’t quite so large. My point is that it’s important to make the effort to connect on a level other than focusing on attaining the next number. The number ideaology is so cold and I know you truly aren’t cold about conducting business. Remember it’s the passion that drives you in business. Allow some of that passion to connect on a deeper level with those in your connection circles.
I think this amuses me most because these same people probably couldn’t precisely tell you the number of subscribers on their mailing list(s) or their total customer list count. Since I’m guessing that the majority of these connections are acquaintances I don’t see why spouting this number carries more weigh than other more solid connection numbers associated with their business.
What makes a large social media number more important? It most likely doesn’t come down to importance as much as it comes down to visibility. Others can see what this number is – in real time.
Having large numbers but little to no interaction gives a false sense of clout. A false sense of client prospect security. A false sense of genuine connections. Bigger doesn’t necessarily mean better. And quality connections are ALWAYS better than quantity.
“Like” – sorry I just had to do that! Your last sentence, “Quality connections are ALWAYS better than quantity” is exactly right! We know that not everyone we are connected to is going to see our activity or communicate with us. And when the number of connections gets unmanageable and unrealistic, our ability to communicate effectively drops too.
Cute one, Diane…we are such Facebook gals that a “Like” just feels appropriate, huh.
I totally get (and agree) as the volume increases it’s unrealistic to know and interact personally with each. I guess I wonder what magic number is enough? In these types of conversations the number appears more important than the message, the connection, the opportunity to do a joint partnership, or sharing.
Recently, I saw pleas to bring a fan base to X number with promises of quality sharing when that number was reached. No, I didn’t accept the invitation to join. There was a small group already on the page and yet those individuals were being ignored because the ‘magic’ number wasn’t reached yet. What a missed opportunity for that page. Any one of those followers could be their ideal customer and have several friends that could be solid referrals. Sadly, the page was demonstrating by their posts that those already here weren’t being valued.
Back in my retail days I learned early on that the most important customer you have is the one directly in front of you. The phone ringing can be answered by someone else. The person walking in the front door could be greeted by someone else but the one standing before you was the one who’s sale you needed to close and who needed your assistance with purchasing whatever solved the reason they came into your store.