t allows you to do three important activities: connect with prospects, establish a relationship with them, and convert them to paying customers. That three-step approach is one of the many things that makes social media so appealing. All you have to do is connect, relate, then convert.
Simple, right? Not so fast.
There’s a problem with social media that most business people don’t like to talk about. It’s the fact that metrics such as Facebook Likes, Twitter followers, LinkedIn followers or even blog comments don’t necessarily translate into new customers. Oh, sure, we all enjoy tracking our social media metrics, especially when we see them increase. After all, every new follower is a potential new customer. And if you can keep those Likes, followers and comments coming, then eventually you’ll be printing money, right? Unfortunately, that’s not the way it usually turns out. In fact, some data indicates that as your social followers increase, your conversion rate with those new followers decreases.
Why is that?
It’s because the quantity of your social media following isn’t nearly as important as the quality of your social media following.
Here’s an example: Which would you rather have, 1,000 disengaged followers or 500 engaged followers? Of course, the answer is that you’d rather have 500 engaged followers, especially if they fit your customer profile. After all, the purpose of your social media program isn’t to get followers, it’s to get customers.
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