Does Size Really Matter?

With CNN's battle to reach 1,000,000 "followers" on Twitter and all this talk of Ashton Kutcher, caused me think back to a recent conversation I had with a friend in reference to this social media "craze". It seems to SOME, having a BIG Twitter following is really important. Without any "qualifying statement", that was what I was told during my conversation. It SEEMS that whatever the masses "think" is what is really important.

I say that's one GIGANTIC load of crap!

Just like in traditional marketing, a CLEAR understanding of each tools' strengths and weaknesses, lined up against attainable metrics for a given business or marketing challenge is "key". Then, building the right components and metrics for each, is what puts a marketer on the path to a successful EFFORT. The ROI will come as you look at your OVERALL program objectives, not the success or failure of ONE particular channel.

And that's where it ALL has to start. In business, whether we are building a Web site, doing SEO planning, creating a visual display campaign, or looking at Web 2.0 as a "tool" to use, it all must start with a clearly defined business or marketing objective. As in life, (at least for me) it is "quality" of content (attraction marketing), versus "quantity". A small amount of something that actually works is far better than alot of something isn't working bearing the objective in mind. Again, reminiscent of being and looking "busy" rather than being "productive". If the objective is to gain time freedom and put more money in your bottom line, then make sure that the things you are doing are actually "accomplishing that objective".

Does the size of your Twitter count matter? The answer is - that it "depends"! As in life, there are many "variables". Most critical is in the size of the RESULTS against your business plan.
Twitter and/or ANY "social media" and ALL "marketing efforts" need to be measured on one thing - How much PROFITABILITY does it drive? Yes, I will be the first to say that sometimes measurement is indirect; but ULTIMATELY, in the area of "doing business" $1 spent needs to drive MORE than that $1 in PROFIT. Everything else is just a social game of monopoly.