The Great Debate: Quality vs Quantity
August 3, 2009 by Alexis
Anyone who has ever been asked to measure the impact of social media will tell you that it’s a daunting task. Given the lack of standardized metrics, it’s tempting to fall back on the number of Twitter followers, Facebook friends or fans, blog hits, and so on. After all, these numbers are representative of a social media campaign … aren’t they?
The truth is – as many people will tell you – that “it’s not about the numbers.” 20,000 followers on Twitter might sound fantastic, but does that translate into value? While 20,000 followers may convey a sense of popularity on the surface, are the followers actively engaged? Are they retweeting articles, or at least clicking on the links you tweet?
While numbers aren’t everything, they shouldn’t be ignored. A fair share of Twitter users are lurkers (more than half, according to a June HubSpot report), and even though they aren’t retweeting, clicking or conversing … they’re still seeing what you share. However, basing the measurement of a campaign strictly around numbers ignores one of the most valuable aspects of social media: the opportunity to engage.
What is more valuable to you (or your client): A silent follower – or someone who actively participates in conversations with you and shares your information with their network? While there is value in broadcasting to a large audience, that value is heightened when people begin to engage.
What do you think about quantity vs. quality – and how do you communicate this to clients, or to superiors?
