How Small Beats Big in Social Media

Social Media | Social Media Strategy


It used to be that your social media goals were all about numbers. Actually, it still is that way for many people. I often see people celebrating their 500th Facebook fan, or 100,000 Twitter followers. The “bigger is better” mentality is firmly ingrained in us.

The bad news is, a bigger social media following doesn’t mean bigger profits in your business. The good news is, you can have a small following on social media that delivers big results for you.

What you need in today’s business world is not more friends, followers, connections, and circlers. It’s more advocates.?You don’t need bigger numbers, you need bolder numbers.

You need a small group that’s willing to stand up and advocate for you. They’ve got your back. They’ll share your stuff, sing your praises, recommend you to their friends, and defend you to your enemies.

Eventually, this small group will help you build big numbers that actually count.

Last time, I showed you an example of how Jay Baer had done a good job of building me up as an advocate for him. As a result, when he sent an email asking me to do him the favor of buying his new book, I did it without hesitation. I told you that I’d share some ways you can have a similar impact on your audience, so here it goes.

If you’re going to expect someone to do more than hit “like,” “follow,” “accept,” or “add to circles,” you are first going to have to somehow add to their lives. There are 3 ways you can add to people that will turn them from just another number, into a true advocate for you.

Add Value

Every piece of content you put out there needs to add value to your audience. From your 700 word blog posts, to your 140 character tweets. This can be hard work.

How often have you found yourself thinking “what can I write about today?” The emotion behind that thought is usually, “I need to get something out there, anything!” And that’s why there’s so much bad content floating around out there in this age of content marketing.

It’s time to reframe this thinking. It’s not about you checking things off your “to-do” list. It’s about what your content does for your audience.

Change your question to “what value can I give my audience today?” Sometimes that will mean sharing a cool new product or tool. Other times it will be about sharing a piece of your soul with your people. Just remember that everything you say, counts.

Add Authenticity

I remember when I was first learning how to write copy. Bold red headlines and lots of yellow highlighter carried the day. All you needed were an opt-in page and a sales page. No one needed to know who you were. They just needed to know how much the product was going to help them.

Thankfully, the times have changed.

The “know, like and trust” formula has been around for a long time, but more and more it’s what motivates people to buy from you. Because in most markets, there are a thousand people selling basically the same thing. So we push the “buy” button based on which seller we know, like, and trust most.

What’s going to make people pick “you” is authentic marketing. Show your audience that you’re a real person. Share your ups, and?even some of your downs, with them. Use your own stories to inspire, teach, and motivate them. And never compromise the truth in the interest of making a sale.

Add Relationships

Instead of having a goal to increase your Facebook “likes” by 100 this month, why not have a goal of building new relationships with 10 of your Facebook fans this month? How do you do this? The same way you would build a relationship in real life. You get to know the other person.

Go beyond “liking” their comment on your Facebook Page. Here are some ideas. Make sure you’re connected to their Page. Connect with them on another social media network. Share some of their content. Strike up a conversation with them about something you have in common. Compliment them on something you like about their online presence. Be transparent with them ~ tell them you’re trying to get to know some of your online connections better.

This will work with some, and won’t be a match with others. That’s fine. There are 7 billion people out there. You only need a few of them!

Get to Work

Yes, the “Add” method requires more work than it does to simply increase your numbers. Much more work. But, the payoff will far exceed the effort. And, the connections you make with people will be priceless.

Now I’d love to hear about your social media experiences. Do you concentrate on building relationships with advocates, or building numbers? What’s your top strategy for making social media “work” in growing your business? Please share in the comments below.

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