The Biggest Myth in Social Media

In the world of digital marketing, social media has become an indispensable tool for businesses of all sizes. Yes even for you, you that do not use it or do not use it regularly enough ! That's one of the reasons your sales are lagging ! Anyway…

Small and medium-sized enterprises (SMEs) often pour a couple of hours and some resources into building their social media presence, hoping to unlock the secret to online success. However, many of these businesses are chasing a goal that may not only be misguided but could also be detrimental to their growth.

The allure of social media is undeniable. With billions of active users across platforms like Facebook, Instagram, and Twitter, it's easy to see why SMEs feel / should feel compelled to establish a strong presence on these networks. The promise of reaching a vast audience, engaging with potential customers, and building brand loyalty is tempting, but it's essential to take a step back and question the conventional wisdom surrounding social media success.

For years, a pervasive myth has dominated the social media landscape, leading countless companies (big and less big ) astray in their pursuit of digital prominence. This myth has been perpetuated by self-proclaimed "experts," influencers, and even well-meaning business advisors who have bought into the hype. As a result, many SMEs have invested significant time and money into chasing this elusive goal, often at the expense of more meaningful metrics and sustainable growth strategies.

So, what is this pervasive myth that has taken hold of the social media world? It's the belief that a large follower count is the ultimate measure of success. People have been conditioned to think that having a massive following on social media platforms is the key to unlocking brand awareness, driving sales, and achieving long-term growth. We say bull$*% !!

The reality is that follower count is a vanity metric, in most cases, – a superficial measure that often has little bearing on the true health and success of a business. While having a large following may stroke the ego and create a sense of popularity, it doesn't necessarily translate into meaningful engagement, customer loyalty, or revenue growth. In fact, many SMEs with smaller, but highly targeted and engaged followings, are thriving in their respective niches, while those with larger, but less focused audiences struggle to gain traction.

Consider the example of a dietician who specializes in advising other professionals in her field on how to optimize the funds reimbursed by insurances when they file their claims. Despite having only a few hundred followers on social media, this dietician has built a thriving business with high conversion rates and substantial (read BIG) revenue and profit. Her secret lies in the quality, not the quantity, of her followers.

By focusing on a specific niche and providing highly relevant, valuable content to her target audience, this dietician has cultivated a following that consists almost entirely of potential customers. Each follower represents a genuine lead, as they are more likely to engage with her content, trust her expertise, and ultimately, purchase her services. In contrast, a large, but generic following may contain only a small percentage of individuals who are genuinely interested in her offerings.

So that's it, the myth is BUSTED: SMEs need to shift their focus from chasing follower counts to building engaged, loyal, and relevant communities. By prioritizing quality over quantity, businesses can create a social media presence that directly supports their growth objectives, rather than simply feeding the ego or conforming to misguided industry expectations.