When designing a social media or social CRM strategy, the question you should ask is not, “How many friends/followers/fans can I accumulate?”
The question you need to be asking yourself is, “How can I create a conversation that people will listen to and in which they will participate?”
Ever attended a college commencement address? Do you remember being motivated by the commencement speaker? I didn’t think so. Yet there were hundreds or thousands of people in his or her presence, right? But most of them tuned out the speaker, right? That wasn’t even a conversation, it was a monologue.
The speaker was not delivering something of value in a way that kept the audience engaged.
Therefore, figure out how to provide your customers with information of value to them in a way that engages some of them in conversation. Some of them will act as force multipliers or influencers and provide you with the social media marketing you desire.
There are more important (and reliable) metrics besides numbers of followers. (Many spammers and others are just trying to increase the number of their own followers. They could care less about you.)
First, identify and provide value to your customers.
Second, frame it in their own “cultural language.”
Hopefully, my tweets will provide you with some value. Follow me on Twitter. I’m txglennross.