In the short-term, quantitative can be incredibly influential in social media marketing. If you go to a webpage with 20 fans and then venture over to one with 100, which are you going to trust more? It’s the social proof or credibility that will initially get people to notice you, but in order to keep their attention at some point you have to focus on more substantial, quality posts to hold the engagement. By having a large following you will have more brand awareness especially since friends can see which companies their friends like, again you will gain more credibility since people typically make judgments about a business based on the number of friends or followers they may have, more potential customers since you are exposing them to many messages, and more opportunities to partner with other brands since you have proved you have some authority. When posting on platforms such as Facebook and Twitter, you can have high quality posts but get lost in the newsfeeds if they are few and far between.
With all that said, quality posts are still just as important as focusing on quantity because they are needed to hold engagement. Leading up to INTEGRATE 2014, people would post on the event page betting on who would win a contest for most tweets, Facebook updates, Instagram pictures etc. Once I arrived at the conference, it was reiterated that we should participate in the contest and see who could post about INTEGRATE the most. There was no emphasis on the quality of these posts until the first guest speaker pointed out the importance of also having solid quality posts. How can marketers truly promote a message if it has no substance? Quality however, is much more difficult to measure than quantitative. It isn’t all about how many retweets or how many fans you may have. To measure quality some great indicators come from monitoring unique page views, time on page, and total pages viewed. The best advice I can give is to not pick just one side of the coin and stick with it. Quality may seem like the most obvious, successful choice in managing social media pages but that’s not always going to be the case. So much depends on your social media goals whether quality or quantity will win out. To initially gain more followers, quantity is going to rule. The more you post the more likely you are to be noticed. However once you have the engagement you need to hold it through quality content.