This post is for everyone: girlbosses, new bloggers, casual Instagrammers and Snapchatters alike. Anyone who has ever cared about how many people follow them, basically.
It's easy even for the spiritually centered among us to get caught up in What the Internet Tells Us To Do:
5 things you need to do to double your following!
How I tripled my Instagram account in one month!
How to be a social media influencer!
Y'all know this madness. You've seen it. You've read it. You might even have written it.
As ever, soulful brand strategy is about balancing the soul and the strategy. We all need a strategy, and we don't learn unless we do trial and error. But it can't come at the expense of what is soulful, what is connected, what is heart-centered.
@@Social media is communication with your tribe.@@ And if you don't care about your tribe, even the most fail-proof strategy will fail. Promise.
Here are two common mistakes folks make when trying to grow their following that lead to social media failure:
1. You don't follow back
Y'ALL. FFS. Follow back.
I have one question:
Do you want to be popular (like you weren't in high school), or do you want to be an influencer in your niche with a highly engaged audience?
Influence isn't measured in your follow/follow ratio. It's measured in conversion: how many of your people are actually buying what you're selling? (Many thanks to Mattieologie for the influence = conversions wisdom nugget.)
Being obsessed with your follow/follow ratio is an ego trip. Plain and simple.
Who are you trying to impress by "liking" fewer people than you publicly like? Lawd.
Speaking as someone who used to care about this, let's all remind each other to get over ourselves.
2. You don't engage with other people (but expect folks to engage with you)
It's called social media for a reason. It's social.
Yes, a primary purpose in social media is to drive traffic to your website in order to get people to buy shit.
But there's another primary purpose. A co-purpose, if you will. The purpose of social media is to develop relationships with your people, which leads to higher engagement and conversions. Folks be so obsessed with building their following that they forget to engage with folks who have already bought in!
Whenever I'm feeling like my engagement is down on any of my social platforms for my first (established) business, Bluestockings Boutique, I do a quick self-evaluation and ask if I've been engaging with others -- liking, reposting/retweeting, commenting. Have I been showing interest and care for my audience? Cause if I haven't, I better damn well not expect them to show me love back.
Y'all folks on social media are busy, and unconditional attention is too much to expect from someone who only just followed you.