Information in this blog post was obtained from Social Media Today and OpenAI.
Introduction
In today's digital age, social media has become an integral component of modern marketing strategies. However, the traditional metrics used to measure success on these platforms, such as follower counts, may not accurately reflect the true value of a brand's presence. The engagement an account traffics in has become of more importance to us than the number of followers a particular individual or company has to their name. In this blog post, we will dive into the limitations of follower counts as a measure of social media value and explore alternative metrics and strategies for rewarding engagement.
The Problem with Follower Counts
Jack Dorsey, the former chief of Twitter, once highlighted a concerning trend: the emphasis on follower counts incentivizes individuals to post polarizing content to boost their exposure potential and gain more followers. Despite attempts by platforms like Twitter and Instagram to address this issue by adjusting the prominence of follower counts, the underlying problem persists. There's a clear discrepancy between the stated values of these platforms and their design choices, indicating a deeper-rooted issue in the culture of social media engagement.
Why Follower Counts Persist
The persistence of follower counts as a primary measure of social media success can be attributed to several factors. Firstly, there's a pervasive culture of metrics-driven engagement, where users and brands alike place undue importance on quantitative metrics like likes, shares, and followers. Additionally, users often seek validation and recognition through social media, driving the demand for higher follower counts and engagement metrics. Furthermore, platform incentives and revenue models may inadvertently perpetuate the emphasis on follower counts, as they prioritize metrics that drive ad revenue and user engagement.
Redefining Social Media Value
To move beyond the limitations of follower counts, we need to redefine the concept of social media value. Instead of focusing solely on quantitative metrics, such as follower counts and likes, we should prioritize engagement metrics that reflect the depth of interaction and connection between brands and their audience. Alternative measures of value, such as average likes/comments per post ratio and the impact on community building and social change, offer a more holistic view of social media success. Ultimately, the key to redefining social media value lies in prioritizing quality content and fostering authentic engagement.
TikTok is the best example of social media redefining value. With the "for you" page, anyone can have a video go viral, not just people with millions of followers. It has truly given everyone the opportunity to create engaging content and to create an audience for themselves.
Challenges and Opportunities
Despite the clear benefits of embracing alternative metrics, there are challenges to overcome in reshaping social media norms. Resistance to change, both from users and platforms, may hinder efforts to redefine social media value. However, there are also opportunities for innovation and experimentation, as demonstrated by Adam Mosseri's various stances on social platform engagement. By challenging existing norms and exploring new approaches to measuring social media value, we can unlock the full potential of these platforms.
Strategies for Rewarding Engagement
Rewarding engagement on social media requires a strategic approach that goes beyond simply increasing follower counts. Creating interactive content, encouraging user-generated content (UGC), offering exclusive benefits and rewards, leveraging gamification elements, hosting live events or webinars, and providing educational and entertaining content are all effective strategies for fostering engagement and building meaningful connections with your audience.
The Importance of Consistency
Consistency is key to maintaining engagement momentum and building a strong presence on social media. By regularly posting high-quality content, brands can increase their visibility, build audience expectations and trust, maintain content cohesion and brand awareness, and encourage repeat engagement. Consistency ensures that your brand remains top-of-mind among your audience and reinforces your credibility and authority in your industry.
Conclusion
In conclusion, follower counts alone are insufficient for measuring social media value. To truly unlock the potential of these platforms, we must move beyond quantitative metrics and prioritize engagement, community building, and authentic connections. By redefining social media value and implementing strategies for rewarding engagement, brands can foster meaningful interactions with their audience and achieve their marketing goals in the digital age.
Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.
Resources
OpenAI. (2024). ChatGPT (3.5) [Large language model]. https://chat.openai.com
Hutchinson, A. (2024, April 2). Retrieved from SocialMediaToday: https://www.socialmediatoday.com/news/instagram-chief-follower-counts-are-not-good-indicator/712090/
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