#TheFollowerObsession guillemrecolons

#TheFollowerObsession ¿Seguidores? ¿fans? ¿contacts? Best few good

Today treatment of a disease that is becoming epidemic: #TheFollowerObsession, or the absurd obsession with collecting followers, contacts the fans. A few months ago I approached the issue from another angle in the post Mark package as value proposition does?. There I was referring to this absurd habit of some to place his name with contact number. For example, one LinkedIn, which supposedly it is a serious network and should not support this type of fantochadas, This custom became popular.

This time, I want to give another approach, much more operational, and it has already announced in the title:

Best few good

The big questions about the meaning of our digital presence could list the well:

  • What we are there? What justifies our presence?
  • Who we want to reach?
  • What goals?
  • What value proposition?
  • What messages? What content?
  • What intensity of interaction or engagement?
  • How can we control whether the goals we?

I predict that there are few people who have asked these questions before getting in the big circus Internet. And even fewer that they have responded and acted accordingly. However, It is an exercise that, despite its complexity (we do not like asking questions), clears many doubts and proves effective in the development of our personal brand communication area.

The classic mistake: want to reach everyone

If we do not define who we want to be and what value proposition, accumulate contacts, but they will have no strategic weight than the numbers swell.

Agree, They say we need minimum social networking communities for everything to work. I do question. If I have 150 followers, and 100 hire my services or the company they work, What I need 50.000?

I can understand that trademarks need large communities in B2C products or services selloff. People do not, we are free agents or working for others.

Theory 1.000 true followers

Carlos Rebate, in his magnificent book Influencers, everything you want to know about influence Digita. (Empresa Activa, 2017), refers to the article Kevin Kelly (co-founder of Wired) called 1.000 true fans. Kelly's theory is that really do not need more than 1.000 fans, understood as true followers. They are Brand Advocates, people willing to share, or comment bring anything to anyone, recommend and “bought” what we do. And the “bought” although Quoted, It literally refers to people who buy and test the services or products we offer or'll prescribe.

If this is so, and so, Where does the obsession to get followers at all costs?

Attraction marketing puts things easy

The term inbound marketing or attraction marketing is the ability of high-value content to reverse the cycle classic advertising. In a nutshell, It is not who comes undesirably us message, we who got the message for the richness of its content. Content value, which leads us changes, and often it arrives recommendations of people they consider credible references or field of activity that addresses content.

A recommended reading on the subject (and free) We found in the ebook Oscar del Santo and Daniel Alvarez Marketing de atracción 2.0. Attraction marketing facilitates community building value. They may not be very large, but the important thing is that we help you get the Meritorious so 1.000 true fans.

social networking obsession followers

Source: Shutterstock

Your community depends on your business model

Many wonder why people with such great real communities. It is easy to explain. If you are a consultant, by self-employed persons, your community is small and very valuable, and will move in “of mouth” value that will make you grow. If you're a TV reporter presenter will have a huge community, though perhaps never get 1.000 true fans. If you are a lecturer, successful writer, college professor, It is more likely that your communities are large. Also if you work in the field of digital marketing, where your communities connected you will still massively.

If you are an engineer, work in an industry, and you have blog or content creation platform, your community will be small. But it may be more valuable than a collector followers.

You want 100.000 followers? It's easy if you hand £ 189.99

Although there are companies that offer followers for cash, It offers no true fan moment. Is about bots Computer generated, which have already become so sophisticated that they can even give you likes publications automated. But of course, do not expect to put a comment or offer you a collaboration, a job, or participate in a project. That will not happen, at least for now.

In addition, If you're tempted to buy followers, There is public domain software that will betray you without mercy. the rotary La Vanguardia He published a few days ago that Twitter has 330 million users, of a 10% or perhaps more they are false. The Telegraph, by his side, says the “pack” of 100.000 followers is less than 200 £. And we also have packs “more credible” of 1.000 15 followers €.

Get rid of fake followers

Magazine PC Actual recently published a list of tools 1. know that part of our community is fake and 2. in their premium versions, rid to hit a single click from all false followers and stay with the closest thing to true followers.

  • Twitter Audit > You can see, for example that the Spanish prime minister has a 34% fake Twitter users, and an undetermined percentage of doubtful.

Other tools recommended by the magazine are SocialRank, Social Audit Pro. I liked especially Status People, why also it gives you the percentage of inactive followers who wants them? Although there are many tools for Twitter and Instagram, Facebook and other networks seems that there are no big deal.

Getting it right, be persistent and look at the medium term, the secret to getting few good followers

For lovers of transience and termism I regret to say that there is no prescription. For the rest, I guarantee that clear strategy, patience, strong value proposition, good content and a reasonable interaction, the thousand real followers arrive. I'm halfway, but pleased to see how slowly gives small fruits harvest.

concluding, cambia #TheFollowerObsession por #RealFanCommunity. Trust me, You'll do better. Good week!


PD: This week presented two books to consider: Learning from the best 2, of Francisco Alcaide, that after overcoming the barrier of 30.000 copies sold in its first version, dare with new inspiring characters. On another front, My companion battles Jordi Collell He has launched (now available on Amazon) Tu start-up personal, a real roadmap for personal branding.

Images by Shutterstock.com


About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

Want to see my TEDx talk?

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13 replies
  1. Aníbal Lima
    Aníbal Lima says:

    excellent Guillem, me tomo un minuto en este Domingo para dejarte un comentario. Como siempre acertado pero te veo ultimamente crítico con mucha sensatez sobre lo que sucede en las redes, al igual que Andrés (Pérez Ortega). Es que como puse en mi comentario a su postLas redes se han convertido en excelentes transportes que llevan a ninguna partecuando se busca soloSeguidores”, quizás por esta modo de transformarse enInfluencer”. – Necesidad de sentirse valorado? – mejor a mi gusto trabajar en que otro pueda aumentar su valor con nuestro aporte profesional. Seguidores, pocos y buenos así es, pero por la sencilla razón que Twitter por ejemplo, para mi de las mas útiles, tienen un efecto, factorgeométricode propagación. 250 contactos puede significar llegar a millones de personas y si esos 250 is it so “bien elegidostu área de influencia es infinita. El resto es postureo a menos que tengas millones de seguidores legítimos como Rafa o Bill Gates o tu!!!! – Hug –

    • Guillem Recolons
      Guillem Recolons says:

      Un minuto de oro, Aníbal, Thank you. Debo a las redes la facilidad de proyectar los contenidos que de otra manera quedarían en marcos muy reducidos. Lo que llamas el factorgeométricode propagación es verdadero, y ahí se dirime qué comunidades son verdaderas y cuales está por engrosar. El factor crítico hacia el coleccionismo es que se haga únicamente por una cuestión de vanidad y no de utilidad. Un abrazo y gracias!

  2. Joel Pinto
    Joel Pinto says:

    Me quedo con esta frase, Guillem

    “Getting it right, be persistent and look at the medium term, the secret to getting few good followers”. Recuerdo haber trabajado en una empresa en la que abrimos una página de facebook para empezar a hacer algo de comunidad. The next day, la página estaba inundada deLikes”. Cuando le pregunté al jefe si sabía lo que había pasado, me dijo: “Los compré. ¿No eran seguidores lo que queríamos?”

    Y partiendo de ese entendimiento tan singular de lo que significa unseguidor”, no podemos extrañarnos de que los resultados sean los que son: bajo porcentaje de “engagement”, peores resultados económicos.

    Happy Sunday. Lo comparto en Twitter hacia final de la semana.

    • Guillem Recolons
      Guillem Recolons says:

      Un caso de libro, Joel. Y desgraciadamente, más habitual de lo que pensamos. ¿quién puede creer que un contacto comprado no va a comprar nada?

      Thanks for write, al final todo esto tiene sentido gracias al diálogo.

  3. Giorgiana Nastase (@gionastase)
    Giorgiana Nastase (@gionastase) says:

    Good morning Guillem! He leído tu post y no se puede tener más razón al respecto. Vamos por las RR.SS.con la obsesión de lograr seguidores muchas veces sin estrategia y los que saben aprovecharse de esto cumplen muy bien la premisa de que más cantidad es mejor. Es una lástima para los que sigamos de verdad estrategias claras y queremos followers de “meat and bone” lo que nos cuesta a veces conseguir seguidores o contactos de calidad. excellent post!!!


    Muy interesante reflexión, Guillem, a la que tan sólo quisiera realizar un apunte. Occasionally, el número de seguidores no tiene que ver con lo que quieras egoístamente conseguir, sino también con lo que quieras aportar a la comunidad online. For example, en mi labor de activismo, el contar con una relativamente importante masa crítica me ayuda a tener una mayor visibilidad cuando colaboro en campañas a favor de colectivos de los que me siento muy cercano. Ello resulta muy importante para Oscar César el ser humano, y creo que de rebote para el profesional también.

    • Guillem Recolons
      Guillem Recolons says:

      Hello Oscar! Conociéndote, sé perfectamente que tus comunidades digitales son naturales, podríamos llamarlas orgánicas. También sé que producto de tu trabajo y tu propuestade valor se dirigen a un público amplio. La reflexión del post va en el sentido de que solo una pequeña parte de nuestras comunidades es la que genera engagement real. No hablo de borrar al resto, que puede “despertar” en cualquier momento, pero sí de evitar la caza o compra indiscriminada de followers con el único objeto de alardear de número. A hug and thanks for writing!


        No podemos estar más de acuerdo. Jamás he incurrido en tal deleznable práctica y de de señalar que practico una ‘higienede Twitter mensual con herramientas como Manageflitter o Tweepi que recomiendo a todos/as.

  5. Karina
    Karina says:

    Muy buen apuntese necesita calidad y no cantidad en la mayoría de los casos.
    Personas que en realidad quieran seguirte por lo que escribes y publicas y estén dispuestas a dar un paso más allá que un simple ??.


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