“Who cares about 1 Billion subscribers?”
No, it’s not because I’m a Facebook hater. Heck, neither is Chris.
His point wasn’t so much about the efficacy of Facebook for businesses, but rather about the efficacy of Facebook for his business, and the fact that the number of users and subscribers, often times, doesn’t mean a dang thing.
To extend his thoughts:
Who cares about Twitter’s 200 million+ users?
Or LinkedIn’s 100 million users?
Or Google+’s 100 million users?
Or Pinterest’s 15 million?
Well, apparently, lots of folks do. Especially big businesses, who often feel they need to jump on each one of these trains before they even take the time to see where their ticket stub is taking them.
Numbers Mean Nothing without Profits
Fact is, the phrase “number of users” or “number of subscribers” is a stupid way to judge how a business should spend their time, money, manpower, and resources.
Notwithstanding, you hear companies saying it all the time—
“We just can’t ignore 1 BILLION users!!”
Uhhm, yes you can. In fact, you should…until you have a plan to turn all those users into profits for your business.
Using the whacky marketing logic many are using with social media, apparently we should all…
- Be advertising at One Time Square due to millions of views a day (BTW, it only runs 10k an hour to advertise there).
- Be listed in every phone book possible considering it goes out to EVERY living person in our business’ reach location.
- Be aggressive with our TV advertising because there are only 2 billion people watching TV EVERY DAY.
As you might imagine, the list goes on and on. Notwithstanding, millions of businesses have now moved on from the days of billboards, heavy phone-book advertising, and TV campaigns—all due to an ROI (return on investment) that simply can no longer be justified.
The thing that businesses have to understand with this age of digital and social media is that the goal is not to get in front of the most eyes but rather get in front of the most potential customers—and then convert them into a paying customer.
As most of you already know, with my swimming pool company I spend almost no time on Facebook, LinkedIn, or Twitter. Sure, I have accounts, but they’re by no means a focus because I’m interested in my most targeted market—those folks researching online about swimming pools and needing answers. This is also why our entire marketing campaign is built upon content in the form of text and video. If I invested time in the “Big Three,” it would only mean less time on that which brings me the biggest bang for my buck.
But despite the fact that I’ve found tremendous success without really doing any social media with my pool company, that doesn’t mean I don’t need social media with The Sales Lion. In fact, without the help of Twitter and Facebook, this blog, business, and brand wouldn’t be nearly what it is today.
Again, every business is different, every target market is unique, and there is no such thing as a “one size fits all” plan when it comes to marketing.
As we move forward in an age where bright, new, and shiny social media objects appear every day for millions of users to jump on to, let us all remember what sustains our business in the first place—paying customers. Without them, we’re done—finished—doors closed.
So let that be your focus. Let that dictate your campaigns. And never fall trap to the allure of huge numbers that by no means guarantee success.
So what’s your take on all these huge social media numbers? What do you feel should be the main dictator as to what a company’s marketing focus should be? And what exactly does One Billion FB users mean anyway??
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