There is a myth out there that I aim to bust and it has to do with the way some folks perceive Twitter. Actually there are a couple of myths, including the 140 character limitation is restrictive, as well as, the mindset that the number of followers has much to do with one’s true reach. In reality, there is so much more than number of followers and/or character limitations when it comes to marketing on Twitter.
It’s also a mistake to follow back for the mere sake of getting your follow count to increase. In truth, you have to be willing to forgo the urge and promise to follow back, because following everyone even when they follow you, is a not necessary and might tie up your feed. Additionally, it’s a mistake to think that just because someone does not follow you, that this person will not read your tweets. A perfect example would be my engagement with Michael McCann on Twitter. Michael is one of the top legal analysts in the sports community and we have had over 50 exchanges on Twitter, which subsequently lead to my interviewing him for a popular men’s interest magazine. It’s not because Michael follows me that I have connected with him, it’s because of the quality of my tweets, which were in direct response to his.
So getting back the question, “Just how influential is @SportSXMichelle?” it’s suffice to say, that I am pretty influential when it comes to reaching any target audience. The amount of ‘total fans’ I have exceeds 3800, and my insights include 104.1 posts per day (all-time), highly connected with frequent conversations with top 5% influencers, and 51% of tweets are replies. Over 90% of my reach is within the United States, which means 10% is outside the United States. Over 15% of my reach is in Las Vegas, with 6.5% being in New York City, and 5% in Los Angeles. If you think about it, New York to Vegas or L.A. is a pretty good connection, when it comes to marketing. Additionally, the accounts under my control including @SportSXMedia, @YourDraftSource, @FirstAndVerdict have a dedicated following, and access to retweets that would give them hundreds of thousands of followers in a matter of moments.
One of the lessons I re-learned while attending a course which focused on social media marketing, is that content is king. Of course, I had already come to know this when I first began marketing the sports talk radio show I promote in Vegas. What makes my work substantial is that I am not focused on my number of followers, but rather sharing and communicating in a qualitative manner with the audience.
When I first began tweeting to promote the radio show, SportSXRadio, I realized it was a show that provided sports betting information. The target audience was those who were interested in obtaining information to make intelligent bets. I did not set out to tweet information about betting though, as opposed to information about Vegas resorts, sports related news, as well as, what happened to be trending. Is that so wrong? Some might think so, but others might realize that by doing it my way, I was able to reach those who might one day head to Vegas, might realize sports betting is so much more than degenerates, and realize that there is a radio program out there which focuses on providing valuable information to those who already bet, and those who might one day bet, and to those who may never bet. For all we know, Roger Goodell is a huge fan of the show, and just because he does not follow me on Twitter, does not mean he hasn’t read my tweets! 😉
What’s very important to note when it comes to social media marketing, is you do not always need to focus on numbers as opposed to leading with value. You show what you have to offer not by advertising but by simply engaging. There might be times when you lose a few followers for a variety of reasons but for the most part those who choose to unfollow you, will not be missed. Sure there are folks out there who might be more popular in the same way that it was in high school, but if you play your cards right, you will find your niche on Twitter, and be able to utilize the platform in a way that works.