Your Social Media engagement needs a budget or you will go bankrupt on time.
It’s no coincidence that we see an endless stream of blog posts about how to get more twitter followers. About the sweet spot of tweeting 20 times per day to engage followers. That retweeting messages can increase your social media brand awareness by sharing. Having a goal of obtaining 50,000 followers is great. But have you asked yourself if you actually need that many?
Quality versus Quantity
Social Media engagement is about building relationships. It’s no different than the physical world.
Would you rather have 1 vehicle that you can depend on or 100 that rarely ever work? Social Media relationships are similar. I currently follow nearly 300 people on Twitter. How often do I see each of them update? Never. Maybe 50% of them utilize Twitter weekly. 20-30 of them daily. I engage as many of them as possible each week but it takes time. Social Media engagement is about building relationships. It’s no different than the physical world. Your Social Media engagement needs a budget or you will go bankrupt on time.
You have a core group of friends. A few stragglers you rarely see. A couple you may wonder why you are still friends with. What is your personal limit for friendships? How many can you maintain and still make them feel like a part of your group? It isn’t about the total number of them you have. It’s about the relationship you share. What you offer each other from a business, personal or shared perspective.
It reminds me of a scene from Big Bang Theory where Sheldon determines that since maintaining more than five friendships would be a “herculean” endeavor, he’ll have to let one of his 5 friends go. If you had a time budget for Social Media, what would your relationship limit be?
How many followers can you actively engage?
A larger number of followers on Twitter results in increased influence. But what if you can only actively, and consistently, engage 1% of them? Does that water down your influence? Does that make your Social Media brand less effective?
By default, one could argue that the act of posting your blog is engaging them on some level. But that would be like having a group of friends you only send newspaper clippings to when you get an article published. Sure, they me be happy for you. Share the clipping to other friends and mention you at the ckeckout counter but at some point they question if they are your friend or just someone you market to.
Do you have a time budget for Social Media? Have you engaged more than 50% of your followers in the last 30 days?