Today I deal with a disease that is becoming an epidemic: #TheFollowerObsession, or the absurd obsession with collecting followers, contacts or fans. A few months ago I approached the subject from another angle in the post Mark package as a value proposition does it work?. There I was referring to this absurd habit of some to place his name with contact number. For example, on Linkedin, which is supposedly a serious network and should not admit such fantasized, this custom is popularized.
This time, I want to give it another approach, much more operational, and already announced in the title:
- Better few and good
- The classic mistake: wanting to reach everyone
- The theory of 1.000 true followers
- Attraction marketing makes things easy
- Your community depends on your business model
- Do you want 100.000 Followers? It's easy if you're on hand at $189.99
- Get rid of fake followers
- Doing things right, be persistent and look in the medium term, the secret to getting few but good followers
Better few and good
The big questions about the meaning of our digital presence could list them like this:
- What are we there for? what justifies our presence?
- Who do we want to reach?
- For what purposes?
- With what value proposition?
- What messages? with what content?
- With what intensity of interaction or engagement?
- How are we going to control whether we achieve the goals?
I predict that there are few people who have asked themselves these questions before jumping into the great Internet circus. Let alone those who have answered them and acted accordingly. However, it's an exercise that, despite its complexity (we don't like to ask questions), clears a lot of doubt and is effective in developing the communicative area our personal brand.
The classic mistake: wanting to reach everyone
If we don't define who we want to reach and what value proposition, we'll accumulate contacts, but they will have no more strategic weight than to thicken a number.
I agree, they say we need minimal communities on social media to make everything work. I question it.. If I have 150 Followers, And 100 contract my services or those of the company I work for, why do I need 50.000?
I can understand that trademarks need large communities in mass-selling B2C products or services. People don't, Be free agents or working as an outsider.
The theory of 1.000 true followers
Carlos Rebate, in his magnificent book Influencers, everything you want to know about digital influenceL (Active Company, 2017), refers to the article Kevin Kelly (co-founder of Wired) Entitled 1.000 true fans. Kelly's theory is that we don't really need more than 1.000 Fans, understood as true followers. Are Brand Advocates, people willing to share, Comment, recommend and “Buy” what we do. And the “Buy” though quoted, literally refers to people who will buy and test the services or products we offer or prescribe.
If this is the case, And that's the way it is, where does the obsession with getting followers come from at all costs?
Attraction marketing makes things easy
The term inbound marketing or attraction marketing is about the ability of high-value content to reverse the classic advertising cycle. In a nutshell, it's not the message that comes unwanted to us, we are the ones who come to the message because of the richness of its content. Value content, that induces changes, and that often comes from recommendations from people we consider to be referent or credible in the field of activity that the content deals with.
A recommended reading on the subject (and free) we found it in the ebook of Oscar del Santo and Daniel Alvarez Attraction marketing 2.0. Attraction marketing makes it easy to create value communities. Maybe they're not too big., but the important thing is that it will help us to get 1.000 real fans.
Your community depends on your business model
Many wonder why there are people with such large true communities. It's simple to explain. If you're a consultant, self-employment or other people, your community will be small and very valuable, and it will move in a “word of mouth” of value that will make you grow. If you're a TV presenter journalist you'll have a great community, although you may never get 1.000 real fans. If you're a lecturer, successful writer, university professor, your communities are more likely to be large. Also if you work in the field of digital marketing, where your communities Connected they'll follow you massively.
If you're an engineer, you work in an industry, and you don't have a blog or content creation platform, your community will be small. But it may be of more value than that of a follower collector.
Do you want 100.000 Followers? It's easy if you're on hand at $189.99
Although there are companies that offer followers in exchange for money, none offers real fans at the moment. It's about Bots computer-generated, that have already been so sophisticated that they can even give you likes to publications in an automated manner. But of course, don't expect to be commented on or offered a collaboration, a job, or participate in a project. That won't happen., at least for now.
In addition, if you're tempted to buy followers, there's public domain software that will mercilessly give you away. The rotary La Vanguardia posted a few days ago that Twitter has 330 millions of users, of which a 10% or maybe more are fake. The Telegraph, on his side, states that the “Pack” of the 100.000 followers are less than 200 Pounds. And we also have packs “more believable” of the 1.000 followers for $15.
Get rid of fake followers
The magazine Current PC recently published a list of tools for 1. know that part of our community is Fake And 2. in their premium versions, get rid of all the fake followers with a single click and keep the closest thing to true followers.
- Twitter Audit > You can see, for example that the president of the Spanish government has a 34% fake users on Twitter, and an undesyed percentage of dubious.
Other tools recommended by the magazine are SocialRank, Social Audit Pro. I especially liked it Status People, why it also gives you the percentage of inactive followers who wants them? Although there are many tools for Twitter and Instagram, for Facebook and other networks it seems like at the moment there's not much.
Doing things right, be persistent and look in the medium term, the secret to getting few but good followers
For lovers of transience and short-termism I'm sorry to tell you there's no recipe. For the rest, I guarantee that with clear strategy, Patience, solid value proposition, good content and reasonable interaction, the thousand real followers will arrive. I'm halfway there., but it satisfies to see how little by little the harvest bears small fruits.
Concluding, changes #TheFollowerObsession to #RealFanCommunity. Believe me, you'll do better. Good week!
Pd: This week there are two books to consider: Learning from the best 2, of the Francisco Warden, that after overcoming the barrier of 30.000 copies sold in their first version, dares with new inspiring characters. On another front, my battle partner Jordi Collell has launched (now available on Amazon) Your personal start-up, a real roadmap for staff branding.
Images by Shutterstock.com
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