Quantity or Quality Metrics for your Social Media? Both!

August 7, 2013 Olivia Mitchell

So you’ve finally ventured into social media marketing for your brand. Congratulations! You may now be wondering whether you should focus on quantity (e.g. followers, retweets, etc.) or quality (i.e. engagement level) metrics to measure your results. This is an important question, but the answer is not so simple. Although most people think of the two as being mutually exclusive, they actually work together to build your brand on social media.

When first beginning your social media journey, it’s usually better to focus on achieving quantity. This will allow you to build a strong foundation for future connections with your consumers.  While it’s true that a plethora of irrelevant content is much more wasteful than a few links of highly engaging content, even a few Facebook followers or retweets on Twitter are better than none at all.  Think of what happens when there’s a new restaurant in town.  If there are only five people eating there on a Saturday evening, would you try it?

Of course, the focus on quantity can last for only so long.  If you have 10,000 Facebook followers but know nothing about them, what’s the use? This is where quality comes in. When your social media community reaches a solid number, the channel becomes more about engagement. 

The quality of this engagement is what will build loyalty and long-term relationships. Once you have a sound fan base, deliver content that engages with consumers on a personal level. Not only will this build your credibility with them, but your followers will be more likely to tell their friends about your brand – and increase your quantity of social media followers.

Ultimately, you need a clear goal of why you are in social media and at you want to achieve. Only then will you be able to truly know the right balance between quantity or quality.

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