For far too long, many marketers have seen social network size as one of their primary KPIs. The reasoning is that the larger the network, the more people you’re reaching with your message. Hopefully that then translates into more page views and more sales from social. While this may sound reasonable, it’s rarely true. Here’s why.
Many monitor size of their social audience as KPI of their social success (it isn’t but we’ll cover that another time). Numbers are up and they’re doing well. If things drop, they assume something is seriously wrong. Should you see a drop in your social following, it’s not a time to panic. It’s time to figure out if it matters.