#TRGrules 9: Size Doesn't Matter

The thing about growing audiences on social media is that the number of fans and followers you have doesn’t matter, it’s the way that you use your digital stump them to educate, inform, and entertain them that does.

Almost every day (true story: writing the lede above was interrupted by someone asking how they get more Likes on Facebook) someone asks us how to or to get them more fans and followers. Then we audit their accounts and see they aren’t doing much to engage the audience they already have.

Why would new fans or followers be attracted to you if you don’t help the ones you already have? We call these audience numbers “vanity metrics” and they are not what you should be paying attention to.

People, businesses, organizations, and nonprofits get hung up on in social media:

  • How many Likes?
  • How many followers?
  • How many comments?

What people, businesses, organizations, and nonprofits should get hung up on in social media is:

  • How many clicks in your posts?
  • How many calls/emails/contacts made because of your content?
  • How many in-store purchases because of your social media activity?


We, ourselves, have had calls resulting in thousands of dollars in activity because of a piece of content we spent thirty minutes on. That’s a pretty good return on investment.

It only takes one click to make it all worth it.

While you are concerned with audience size envy, realize that the average professional social media profile you are most likely actually competing with has less than 400 fans, followers, pinners, etc., across the various platforms.

Heck, we ourselves have fairly decent numbers on Facebook and Twitter but they are nowhere near the tens of thousands we could have if we didn’t block spammers and focus on people who can actually do business with us.

Don’t sweat the size of your audience. Focus on working with the audience you already have to engage them in mutually profitable relationships, conversations, and interactions!

Need help to figure out who those audiences are? Be sure to check out the ongoing list of #TRGrules here on this site and contact us at The Rocket Group if you ever have any questions or challenges we can help you with!


Gus Wagner

Gus Wagner is the President.Owner of The Rocket Group – an award-winning marketing and communications firm. The Rocket Group has specialized in building effective tools across traditional means and new media for clients in businesses, organizations, and nonprofits since 2001. Gus is also a five-time certified Social Media Strategist, a former Chief of Staff in the Missouri State Senate, a retired national champion amateur hockey coach, and a would like to be a singer/songwriter. His Welsh Corgi, Taffy, lets Gus and his wife, Farrah Fite, live with her in Jefferson City, Missouri.

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