Social Media Success in 14 Steps: #10 Building Your Audience

While you are posting social media content and interacting with your audience it’s critical to build fans and followers, or you may find that your social media work will have very little impact on your business.  Unless you have thousands of fans, it’s unlikely that your posts will generate much of an impact.

Let’s use a simple example to illustrate the math here.  If you are posting two tweets every business day (40 tweets per month) and have 500 Twitter followers, then you have the potential to make 20,000 impressions per month.  (In practice you may get more because of retweets and search, but we’ll leave that out of this example.)  If you can increase your follower base to 10,000 followers, then you have the potential to get 400,000 impressions with no additional effort. If your click through rate on tweets is .1%, in the first example you’ll generate 20 clicks to your website per month and in the second example, you’ll generate 400.   In order to make business impact, you’ll need to get a massive number of fans and followers.

Here are a couple ways to build your follower and fan base.

1. Follow the right people.  When you follow people on Twitter, they often follow you back, so the key is to follow the right people.  Start by searching for people with the titles or who work for the companies you are interested in and follow them.  You can also follow people that post content about you at one of your industry trade show. Another strategy is to follow people that follow your competitors or industry luminaries. After you follow these people, monitor whether they follow you back.  If they don’t, then stop following them, and start following others.  You can repeat this process over and over as you build up your base.

2. Create content that is worth sharing.  Great content can build your follower base exponentially, and we call this “going viral”.  If you create a video, coupon, article, white paper or other offer that people get excited about, then they will share them with their own friends and followers.  This means that even if you only have a few thousand followers, your offer can be seen by millions of people within a few days.  It’s often hard to predict the content that will go viral, but you should try to be as creative as possible to create content that will reach this threshold, because it can dramatically accelerate your social media growth if you do.

For more ways to build your social media audience, download my social media white paper: Social Media Success in 14 Steps.

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