Reach Is NOT A Sign Of Social Success

Reach Is Not Social Success

When measuring success, bigger always seems to be better. You want to have big numbers to show off the awesome work you’ve done. The bigger the better. To get numbers that look the best, marketers often look for the largest number they can find. The problem is, those big numbers often mean very little to the actual success. On social, reach is that over-inflated, almost meaningless number.

Reach is the ultimate potential of a Twitter message. It’s the total number of people that could have seen a message. Reach or potential reach is the number of people that follow you, along with the number of people that follow everyone that retweets your message.

If you have 1,000 Twitter followers and tweet once, your reach is 1,000. If you tweet twice, your reach is 2.000 and so-on. If you tweet once and someone with 500 followers retweets you, the message reach is 1,500. You can see how the reach of a message can quickly add up as the messaging quantity and retweets increase. This gives you big numbers in a hurry, but what does it really tell you?

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Social Sharers Aren’t Created Equal

Social Media Share Button

Very often, marketers make the mistake of assuming that what works for one company on social media, will work for every other company. They see the success others are having and assume they should see the same if they use the same tactics.

One KPI many use when measuring social success, is social shares (this isn’t a smart metric to gauge success by, but we’ll cover that at a later time). When it comes to social sharing success, marketers must remember that all are not created equal.

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