[tweetmeme]Those of us who play in the social media world often have conversations about value of social media and how to measure success. Usually, one of the first things that pop up is the raw number of followers / friends / fans etc…
Which got me thinking…. how much does size [of your followers, etc] really matter?
Fast Company recently published an article called “Five steps for consumer brands to earn social currency“. First illustration represented a comparison between Dunkin’ Donuts and Starbucks. It’s no surprise that Starbucks has a larger number of fans and followers, but what did come as somewhat of a surprise (and reinforced my original train of thought) is that Dunkin Donuts has a stronger “evangelism quotient”.
The way I interpret the graphic above is that while DD may have a lower overall number, the people in their circle of influence are outward supporters of the brand. In the radio business, we called this a “passion group”.
My thoughts were always quality over quantity. It’s easier to maintain a presence catering to a smaller group of passionate people with a common interest, then it is to blanket the market. So, at the end of the day, how much does size matter?… A better question is how much of that number are your ideal customers, supporters and evangelists?
Next time we’ll talk about how to create engagement through empowerment, what I believe to be THE trend in creating powerful social media marketing.