More and more I’m seeing LinkedIn Group Members using LinkedIn Discussions to add Facebook and Twitter connections. At first glance you think to yourself, hmmm, this is a good idea. After a little time though, you realize that this is a failed strategy. Why? Well it gets back to a point we make over and over again at this company, when it comes to online marketing, it’s about QUALITY over quantity. Too many business owners make the mistake of thinking that if they have a large quantity of followers they will be successful. Unfortunately, that’s not the case if ‘quality’ is missing.
So what does this LinkedIn strategy provide to business owners? Does it align to your goal of selling more products and services? Let’s find out.
These LinkedIn Groups are full of business owners, all of whom are looking to grow their Twitter and Facebook following. They see this discussion topic and decide to go through and ‘Like’ all of the Facebook pages posted in the discussion thread. Then they post a link to their own Facebook page and let group members know that they have already ‘Liked’ all of their pages and request that those owners do the same. Those owners oblige and your Facebook ‘Likes’ jump from 100 to 125. You’re thinking, brilliant! I just increased my Facebook ‘Likes’ 25%. That’s great, now what?
Once you’ve increased your Facebook ‘Likes’ and Twitter followers you continue to post content on those channels expecting that this will lead to more comments and ultimately more sales. What too many business owners are finding out is that once the other owners follow you on Twitter and ‘Like’ you on Facebook, they NEVER come back to your Facebook page and NEVER interact with you on Twitter. If they’re not engaging with you that means your content is never showing up in front of their audience, which means you aren’t going to generate more comments and you’re certainly not going to increase sales.
On the surface this LinkedIn strategy for growing your social media connections seems like a quick fix to that nagging issue of not having a lot of Facebook ‘Likes’ and Twitter followers. Unfortunately, this strategy doesn’t help you achieve your ultimate goal of selling more products and services. Why? Because it’s a quantity-focused strategy and not a quality-focused strategy. If you want to sell more products and services then you HAVE TO focus on QUALITY social media connections.
What are Quality Social Media Connections?
Here at Catalyst we ALWAYS tell clients not to worry if you have 5 followers or 500, as long as those who ARE following you take the time to visit your Facebook page and leave comments and ReTweet your content on Twitter. You want Brand ADVOCATES. You don’t want random followers who never take the time to see what you have to say. Quality social media connections are the folks who are going to stop by your event, share your blog article with friends, and take advantage of your promotions.
Next time you’re thinking about ways to increase your social media following, perhaps take a few minutes to instead think of how you can ENGAGE the people who are already there.
Thoughts? Leave your comments below.