Nick O’Neill, you are preaching to the choir!

In more traditional forms of media, measurement is all about numbers. How many impressions did that ad get? How many click-thrus did that e-mail produce? Yet, with social media, mass numbers are empty. It is quality vs. quantity. Especially on Twitter. I sometimes get envious when I see another profile with hundreds, or even thousands, more followers than my account. What are they doing that I’m not?

Then I go into their “Followers” list and see who these people are. This almost always makes me feel better. If you are a restaurant with 300 local followers who love what you do that it a billion times more important than having 10,000 followers and 50% of them live outside your state, 15% of them are outside the USA and another 25% are porn sites or spam bots. What are you left with as viable prospects? I’ll take my 300 fanatical local followers any day.

My strategy for clients is to cultivate a local following that can frequent their business and make the cash register ring. Empty numbers are meaningless. Sometimes less is a whole lot more.