Social media is media for social interaction as a super set beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicate. Corporations and companies use social media agencies to advertise their products or services online through different platforms including Facebook, Twitter, Google+, etc.
Many believe that Facebook pages that have a huge number of fans are successful, and users take this data to be a reflection of the quality of content and applications available on the page. But are pages better off with thousands of fans instead of with a decent number of interactive loyal fans? Well, there are two sides to this argument.
On one hand, Facebook pages with massive number of fans have the advantage of receiving tons of shares, likes, post impressions and comments, which create an interactive community focused on that particular brand. The key benefit of having a Facebook page with fans that interact daily is the increasing brand awareness. However, a risk that comes with high interaction is that the quality of the comments and shared posts by the community might not be relevant or reflect on the environment the brand is aiming for.
Another of the risks of having a huge fan base is spamming, which might cause chaos if the page isn’t monitored regularly or frequently. One of the successful pages on Facebook is Sony Middle East, with over six hundred thousand fans that interact daily. This page has a great value due to its huge number of fans, constant competitions and events, creative content, fast customer service and constant monitoring.
Other Facebook pages don’t have hundred of thousands of fans but when it comes to quality, they have it all. Facebook high quality pages can be measured with creative campaigns, interactive rich posts, Facebook tabs and replies to queries in short period of time. Even if these pages don’t have a big fan base, their posts will still receive replies that are effective, relevant, and beneficial. The downside is that such great pages suffer from lack of exposure, which could be resolved with a solid advertising plan along with a powerful campaign.
Take LG Gulf Fan Club Facebook page for example, it’s updated regularly with innovative posts and has very interesting tabs, but still receives a low number of impressions and interactivity. That doesn’t mean the page is not successful but it means they need to change their strategy and start targeting the fans that will make the page a healthy synergistic community.
Long story short, what companies should look for in their social media channels is both quality and quantity. Having one without the other could lead to either lack of recognition or injuring the image of a brand.