Are your social media activities focused on Volume or Value?

Jan 21, 2014 | Linkedin, Social Media

Has anyone told you that social media is all about collecting as many connections, friends and followers as possible? That ‘bigger is best’? It’s an issue that seems to divide the social media advocates. I can tell you now that I believe in Value over Volume.

Most online networks make announcements when they reach milestone numbers like a million or ten million. And they encourage users to build large networks. But are bigger networks better for the people in them? Is a Twitter following of ten thousand people better than a thousand?

As with all these things, it depends on what you want.  Your clients who are promoting products to sell around the world can usefully connect with anyone and everyone. They only need a small percentage of these connections to make good money. For them, big (volume) networks make sense.

However, if you’re an accountant you need to build trusted relationships – which takes time. You need to be more focused on building select relevant networks online rather than trying to connect with thousands of random people all over the world.  At best they will do nothing for your practice. At worst they will become a distraction either because you waste time on them or because they try to engage you in communication about THEIR services and products.

In my own case I have nevertheless built up thousands of followers on twitter and thousands of connections on Linkedin. But I am NOT an accountant in practice. Plus I routinely reject connection requests from strangers on Linkedin – unless they are clearly within my target market.

I do not follow thousands of people on twitter nor do I try to trick people into following me back. Thus, the fact that (at the time of writing) I have a healthy ratio of 8 times as many people following me as I follow, suggests I must be posting items of interest. I see no point in following thousands of people in the hope that they will follow me back and boost my follower numbers. The apparent ‘volume’ would be of no real value to me – or to them.

Social Media is no different from the real world. Although some of the people you know will never become clients they may recommend their friends and family to you at some stage in the future. But they can only do that if they know enough about you. If you provide a very rare or unusual service then perhaps it’s enough that they know your name. But for most accountants this will not be sufficient.

So, on social media, as in real life, you need to create and foster VALUABLE connections. Despite what some marketing and social media people may suggest, I can assure you that chasing high volumes of connections and followers will be an unrewarding distraction.

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