I’ll admit, I’m guilty of feeling inadequate when I see professionals announce “Look! I’ve had 100,000 views on my posts!”.

Immediately my brain wonders: “What I’m doing wrong that MY posts are receiving that kind of reach?

Years ago, I built a following of 5,000+ on Twitter. I felt really proud to have built such a significant audience. Yet, when I look at the actual metrics of who is looking at any given tweet now, the number is around 60 people. Of those 60 people, how many people actually read and connected with the information I’m sharing? Are they my target audience? Will they buy my products or services?

As a marketer, I know that visibility and awareness are important. I also know that it’s more important to have the RIGHT kind of audience. 

Followers can be bought. I’ve seen so-called “influencers” who have gamed the system to acquire tens of thousands of followers by simply clicking “follow” on thousands of Twitter handles, only to unfollow them a day later.

The number of views and the number of followers may, on the surface, seem important (and it certainly does help to boost one’s ego), but if they reader isn’t engaged, if they don’t take action, if your content isn’t taking the reader down the path to purchase, then having all the followers in the world are a moot point.

Ultimately, success is dependent upon your goals: What is it that you’re trying to accomplish? Instead of focusing on followers, it’s much more worthwhile to measure what matters. Focus on the value of actionable metrics that help facilitate change instead of trying to get random attention from people who don’t matter.

About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer, Principal of PUNCH!media and author of “CREATE. CONNECT. CONVERT” Leslie was called a "Social Media Guru" by CBC Radio and was featured on CTV’s “The Social” discussing how to manage your digital identity. Leslie has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include Investment Planning Counsel, Guardian Life Insurance Company of America and TVO. PUNCH!media's goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients. www.punchmedia.ca

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