“We’re Building Community, Not Numbers”

Have you ever been to an event full of people who have no interest in what’s going on? Maybe they showed up for the free food or extra credit in a class. That’s the same as having followers on social media who don’t care about your brand or the service you’re offering. They’re only there because they were paid to be (bought followers), or because something briefly caught their eye, but then they drifted around in the crowd, serving no real purpose.

As Joan Donovan explains in her Harvard Business Review article How Social Media’s Obsession with Scale Supercharged Disinformation, “the focus on growth set the conditions for the development of a shadow industry of fake followers and artificial engagement.” When building a brand on social media, it’s essential to realize that success isn’t about how many followers you have or how many likes you get. A large following means little if it’s built on fake engagement, uninterested audiences, or content that doesn’t represent you and your brand. Your real goal should be to cultivate a community that genuinely connects with your message.

Once you let go of the idea that high numbers equal success, you can focus on meaningful goals, your broader objectives, SMART goals, and KPIs. By valuing quality over quantity in your interactions happening around your content, you’ll protect your reputation and build long-term trust.