Michelle Sullivan Communications

Social media influence: It’s not the number of friends you have … it’s the quality

We race for numbers because they’re easy to … well … quantify. Number of Facebook ‘friends’ or ‘fans’. Number of Twitter followers.

It reminds me of Valentine’s Day in grade school. I picture cute little Lynn, who, I noticed with the wisdom of a 7 year old, had all the little boys falling all over her, chasing her in the schoolyard, hoping for a kiss. On Valentine’s Day, her box floweth over with cut-out and hand-drawn valentines, courtesy of her young admirers. My box? Not so full. I didn’t envy Lynn, I don’t think, but I was fascinated by the phenomenon, viewing it with the detachment of a young anthropologist, trying to figure out a civilisation known as Boy. Maybe the reason envy didn’t raise its ugly head was that even then I recognized that the value of relationships isn’t in quantity, but in quality. And for me, there was this little boy named Sean …

The true richness of social media comes from connecting with people interested in THE thing you’re interested in. If you’re into green glowing snow-ball abacuses, and there’s only a widow in Wales and a teenager in Chile interested in green glowing snow-ball abacuses too, your goal should be to have them in your network. Not their sister-in-law, your corner store butcher and the odd guy from Turkey you’re following only because he follows you and you don’t want to be rude.

Real ROI comes not from numbers, but on what those numbers do for you. If the 250 other people you have listed as Facebook friends can’t trade abacuses with you — if they never exchange a word with you or bring you anything interesting, whether it be conversation or the trade of an antique abacus you’ve been dying to get your hands on — then give yourself a break. The next time you see someone racing to reach 1 million followers, tell yourself you’re better off with your widow and your teenager.

The same goes if you’re a car manufacturer or sell crafts online. What’s important is the conversion – it’s building a network around people who care. Not about attracting a bunch of people with some shiny promotion, and for all the wrong reasons. Yes, by joining your Facebook page they’ll automatically let the 200 people in their network know they have. But when you realize that people surround themselves with people a lot like them, chances are that your page won’t interest those 200 people either. You don’t want dead weight. You want a tribe, not a bunch of meaningly numbers.

Unless you’re trying to break a Guiness record or are a social media guru with a book deal in the works. Then, maybe, numbers count.

Summer reading series: Twitter guide for business

Depending on your market, Twitter can be a powerful way for you to keep the conversation going with existing and potential clients, provide efficient customer service by monitoring and responding to issues, and increase notoriety for your emerging brand not only locally, but worldwide.

Twitter has just released Twitter 101 for Business.

I love that the guide includes best practices. These are a must read and reflect a philosophy that can be applied across the social media board. Measurement addicts will also find information of interest here.

Check out the Twitter case studies listing, if you’re looking for examples to convince your client or boss that Twitter is worth looking into. You’ll find one of my personal favourites, Naked Pizza, a company who loves Twitter so much they’ve replaced the telephone number on their storefront sign with their Twitter handle. After 2,5 months of using Twitter, Naked Pizza had 4,300 followers.  The company claims that 69 percent of sales generated during a one-day Twitter advertising blitz came from customers drawn in from the site. Pretty impressive.

If I can appreciate the potential of Twitter it’s because I’ve seen it first hand. One of my clients, CakeMail, a true white label email marketing platform with B2B communications needs, estimates that 5% of new business is generated through Twitter conversations. CakeMail has not only a corporate presence on Twitter, but its CEO and VP of Sales are also active on Twitter. Now _there’s_ a measurable result.