Businesses that take on social media as part of their marketing strategy have a lot of variables to consider before beginning. One of these variables includes making a decision on quantity and quality in their efforts.
As social media becomes a more integral part of everyday business it goes through changes. One of these changes is more competitors coming onboard, which means the end consumer has a lot more access to different offers. As always there is a set division between the consumer in how they choose what brand to buy from or use for the services they wish to obtain.
With this in mind, companies should consider who their ideal customer is and what they want their brand to represent. This means deciding if it’s best to push quality and obtain quality customers or if it’s more profitable to aim for quantity and get seen not through differentiation, but through an extremely assertive presence. Possibly, even combine quality and quantity to have an equal distribution of both.
If one looks at quality companies one will find that these brands tend to have a focused niche market; they offer something unique to their community and stand out from the rest due to their distinctiveness. If one looks at the quantity companies, one will find that they are on every platform, continuously approaching their audience whether it is through weekly newsletters, ads, offers, gifts, and other means to grab the attention of their target market. The brand’s product is not necessarily one of a kind, nor tailored to a specific niche market, but rather to anyone and anybody who will buy or need the company’s services.
The quality and quantity debate is one that has been ongoing and will most likely never end, due to both sides of the coin holding value. Neither has to be right or wrong although one can state without a doubt that quality tends to win over quantity in the long run. However, the company’s focus needs to lie in the brand’s desired image and desired buyer when confronted with the decision.
Companies that opt for quality should ensure their social media manager understands the fundamental components of the brand’s uniqueness and desired image, so that these aspects stand out through their online marketing efforts. If opting for quantity then it is ideal for businesses to take a look at various competitors who are already doing social media and use those samples as a starting point. When combining both, then all the variables just mentioned should be integrated.
The same way executives sit down to write their business plan needs to take place when doing social media. Deciding on a path is the only way to ensure one does not get lost.