Comments 5

Quantity v. Quality in Social Media Marketing

_Build something 100 people love, not something 1 million people kind of like._ — Brian Chesky, Co-Founder & CEO, Airbnb

social media campaign’s quality can be directly linked to how much business the campaign is generating. The bottom line and brand awareness should always be the main functions of a campaign, not the hunting and gathering of followers.

You may think that pursuing followers is an actionable part of broadcasting your message, and that’s true to some extent. However, when was the last time your followers put a dent in your bottom line? Have you sold more product or services because of it? Some may be lucky enough to say yes, but the majority will admit it didn’t help propel business, only their ego.

Who cares?

Far too many marketers emphasize the number of social media followers they have, and some go so far as to buy followers. Buying follower lists is not a recommended strategy. Your paid followers will quickly fall away unless your campaign depends on credibility, influence, or real relationships. They don’t care.

Presuming a million followers makes you look famous or more of an influencer, and if that’s your goal, you should have the next millions of interactions. The average individual or business will never reach a million followers and rely on something more, a real and engaging customer relationship.

You know your content’s good. You’ve spent time and effort to create it, so if your followers aren’t on top of it, ask yourself, are they quality followers or just a quantity of followers?

Winners and Losers

One would think the more people your marketing campaign reaches, the better chance you will sell your product. In other words, quantity breeds quality? In some cases, it may be true, everyone knows that sales are often a numbers game, but it’s challenging to win the numbers game unless a prospect has time to sift through the noise and junk to find your valuable content. No one does that. Your content must be able to show value quickly.

So, who’s winning at this social media marketing game? It depends on several factors. What’s your bottom line? It differs with each individual and company, but marketing operations should reflect the client’s ultimate aspiration and target their objectives. That defines a quality marketing campaign and brings satisfaction to everyone.

The purpose of engaging with followers on any social media platform is to build lasting, long-term relationships, and grow a potential client base. Look for those who care about your new service, product, or business launch. They will be investing their time and money in what you have to offer and be proud to share it with their circle of friends.

ImaginePublicity offers several plans to enhance your online presence. For more information about how to best increase your potential by using social media marketing and management, contact us!  Email: for a FREE assessment.


  1. That’s a very good question. Many people don’t take the time to self-educate, or they don’t have time, it doesn’t appeal to them, or any number of reasons, but they feel they need to have a social media presence. That’s where either training or social media management comes in.

  2. A Lonely Widower says

    My question’s this why do I get all this E-mail from offering me Social Mania Training from any where from $40.00 -$80.00 or on top of what I already spent for the web site when I can read the same information for free?

  3. Hi Sue,
    Thanks so much, I’m glad you enjoyed it. It’s nice to hear from someone else who “gets it!”

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