When envisioning what a successful social media account looks like, it’s natural to assume that a massive follower count is a positive sign. It’s true, to some extent: big numbers equal big page views–and, more importantly, a quantifiable result you can show your skeptical boss. I know that in my last job before I started consulting, my boss tolerated my “screwing around on Facebook”…until my first account hit 10,000 followers.
To be sure, there’s something to be said for quantity. But online numbers don’t mean a thing if those users don’t interact with you offline, too. So what makes a quality, rather than quantity, follower?
They Remain Engaged
Have you ever liked a page or followed someone, then realized the content didn’t interest you? There’s a good chance that instead of unliking or unfollowing, you just hid their updates…or scrolled past, meaning to get rid of it later? It’s your job to consistently post engaging content, but pay attention to those that are interacting with you and what they’re saying. They are your core.
They Share With Their Friends
A follower you can really count on takes your content beyond their feed. They clue in their social circle to the awesome stuff you’re posting. No algorithm can replace the success of a word-of-mouth recommendation.
They Walk the Walk
Most importantly, they get out from behind the keyboard and give you their business. People bemoan the toll social media has taken on human interaction, but if you’re cultivating quality relationships, these online interactions encourage rather than replace offline connection.
So, don’t take slow growth as an immediate sign of failure. Look deeper and use quality as your guide. Quantity is likely to follow.