Don’t fool yourself: when dealing with social media, you must to know where the numbers don’t matter.

Take two businesses of any kind from the same industry, and put them on social media.

On one hand, you have one of these businesses building a huge audience using funny lines and idiotic YouTube content – sorry, I don’t know what else to call it. And you have the other business – with about a couple of hundred followers who are interested in what they’re doing.

Now, logic would say the business with a larger audience would be the one making the most money. Well, chances are logic is wrong.

You see, the business building its audience on fun and games is just bringing in people who have time to waste. They are not interested in investing in what you offer. They’re just looking for something funny on the Internet. And they’re providing.

Unless you’re in the entertainment industry, this is not going to translate to revenue.

The other business, which has a more concentrated audience, is building its social media community using service-oriented content, which shows the people who are interested in buying your product. Those who watch what you offer, are looking, needing, or desiring your service. And they will spend the money when asked for.

Where Numbers Don’t Matter

Lesson to learn: when it comes to social media, the quality of your audience is more than important than the size of it.

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