In the world of social media marketing, everyone is looking for an audience. Having strong customer engagement through social media means that your message is being seen and possibly shared.
But how do you gain a large audience that will interact with your brand? There are people who claim that they can build your audience in exchange for financial compensation. “Build a following on Twitter in an instant.”
If you think that sounds too good to be true, you’re right. These claims about “instant” engagement are not to be trusted.
The users who are trying to capture your attention (and dollars) are digital snake oil salesmen. They promise that their magic elixir will fix all that ails you, but it actually doesn’t do anything.
How does it work? How can these strangers claim to build your fanbase? Well, for a fee you provide keywords you want these companies to search for. They will scour social networking sites and find accounts using these keywords, then they will the just spam your message at random users. No interaction or engagement. Just a complete stranger sending them a message with your name attached to it.
If that doesn’t work, companies will just flood Twitter with dummy accounts. Accounts that don’t have an opinion or a favorite food, but will follow you and tweet about how much they love Brand X’s frozen pepperoni pizza.
Will you have more followers? Will you be mentioned on Twitter? Technically, yes. But, if people aren’t engaging with you, does it mean anything?
Those fake accounts aren’t going to be buying anything. The real people they reach don’t know who you are. They don’t know what you offer. They won’t visit your store. They won’t be from your neighborhood. You may have 10,000 fans, but if those fans don’t engage with you then they don’t have any value to your company.
These followers are hollow. Empty numbers that announce a profile has reach, when it doesn’t.
They are actually a detriment to your business. It could alienate real fans who question your credibility for sending out these messages. Instead of enticing an audience to trust you, they will simply ignore you.
There’s no easy way to gain Twitter followers. Growing a fan base for your business takes patience and persistence. An audience is built by following people who you think hold value.
Put in the time to read posts and engage with those you follow. When you write posts, be creative and take advantage of trending topics to gain attention on social media. Find other local business owners and customers online and interact with them. That’s how you build social media engagement. That’s how you earn fans who will visit and promote your business.
Social media value isn’t measured in just quantity of followers but also in the quality of those followers.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.