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Why 1 Million Social
Media Followers Sucks
Erica McGillivray
Senior Community Manager at Moz
@emcgillivray #webcongress
I <3
Community building

Social media geekery

Pushing boundaries

Singing Frozen songs

Reading comic books
You
@emcgillivray #webcongress
Your Wants
Love your work

Excel at it

Please your boss/
clients

Grow your social
media followers
Danger
Goal
@emcgillivray #webcongress
1 Million
Followers or
another
follower
expectation
Bought
1,256,382
Followers

Has 0 Friends
Truths
@emcgillivray #webcongress
Harsh truths
that, sadly,
reflect most
brand’s social
media efforts.
Business Follower Averages
Twitter: 14,709 followers

Facebook: 13,157 likes

Pinterest: 229 followers

Instagram: 208 followers
@emcgillivray #webcongress
About your
message &
how you talk
about yourself.
Mailbox
Recycling
Door
Direct to Garbage
I recycle junk
mail coupons.
Don’t make
your social
media junk.
Attention Spans
Twitter: 18 minutes

Facebook: 2-3 hours

G+: 3 hours

Instagram: 3-4 hours
@emcgillivray #webcongress
The short
lifespan of
your social
media posts.
Don’t market
to everyone.
They don’t
care about
your brand.
Talk to the
audience that
does care.
Don’t
Panic!
@emcgillivray #webcongress
1 Million
Followers
Make sure this
is not your
goal.
Tough Talk
Why is my brand
on social media?
@emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!
Say No to Reporting
Vanity Metrics
But track
them for
the math!
@emcgillivray #webcongress
Report This!
Engagement
@emcgillivray #webcongress
True Social Metrics
Math =
Counting
& Division
# of actions by
followers / # of
posts = Rate
Finding a
Baseline
Select a time
period that makes
sense.
Compare
against what
you’ve been
doing to mark
improvements.
Conversation
Rate
Who’s chatting with
me? How often?
What topics are
interesting to
them?
Conversation Goals
@emcgillivray #webcongress
A simple
spreadsheet to
calculate your
goals & how
you’re doing.
Are you keeping up?
SproutSocial
@emcgillivray #webcongress
Compare
against your
social
competitors.
Amplification
Rate
Who’s re-sharing
my social media
content? Where?
And why?
Amplification Goals
@emcgillivray #webcongress
Audience Reach
Buffer
@emcgillivray #webcongress
G+ Ripples
Share top content again
Rival IQ
@emcgillivray #webcongress
Applause
Rate
Who’s lurking, but
liking? Who
encourages you?
Who gives you high
fives?
Applause Goals
@emcgillivray #webcongress
Report This!
Relative
Engagement
@emcgillivray #webcongress
What?
As you grow your
followers & regular
postings, you want
to keep pace with
connecting to your
community.
True Social Metrics
Math =
Followers,
Counting &
Division
# of actions / # of
posts / Followers per
1,000 = Relative
Engagement Rate

# of actions / Followers
per 1,000 = Content
Rate
Relative Engagement Goals
@emcgillivray #webcongress
What About
Conversions?
@emcgillivray #webcongress
Sales? Try Traffic
Google Analytics
@emcgillivray #webcongress
We drive top
of funnel
traffic. Our
goal’s related
to traffic, not
sales.
Why 1 Million Social Media Followers Sucks, WebCongress May 2014
Report This!
Anything
Important to
Your Business
@emcgillivray #webcongress
Customer
Happiness
In Q1 2014, Moz
sent 362 happy
packages to our
community.
Team
Growth
Moz’s community
team went from
one primary person
to 5 full-time & 4
part-time people
since 2010.
2010
 2011
 2012
 2013
 2014
Product Feedback
@emcgillivray #webcongress
The top
product new
feature
requests from
our customers.
Reporting
@emcgillivray #webcongress
Reports Tell 
a Story by
Showing 
Love, Passion,
& Relevance
Sample
Report
Shows both
engagement 
and traffic over
time.
We also
include
explanations
for context &
fun photos!
Who’s
Listening
Weekly check-ins with
your team

Monthly reports to
your team & company

Share quarterly with
the world
I want 1,000
conversations 
with 100 people,
not 1 million
followers & 100
conversations
@emcgillivray #webcongress
Contact Me
Erica McGillivray
Senior Community
Manager at Moz
@emcgillivray

erica@moz.com

http://moz.com/
Resources
Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW
by Jen Lopez
http://moz.com/blog/social-engagement-metrics-that-matter 

Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value
by Avinash Kaushik
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-
amplification-applause-economic-value/ 

Beginner’s Guide to Social Media
http://moz.com/beginners-guide-to-social-media

G+ Ripples Bookmarklet by AJ Kohn 
http://www.blindfiveyearold.com/ripples-bookmarklet

True Social Metrics http://www.truesocialmetrics.com/

SproutSocial https://sproutsocial.com/

Buffer https://bufferapp.com/ 

Rival IQ https://www.rivaliq.com/

Infogr.am https://infogr.am/
Photo Credits
https://www.flickr.com/photos/orinrobertjohn/80698721
https://www.flickr.com/photos/sadiediane/4235308808
https://www.flickr.com/photos/daquellamanera/355061741
https://www.flickr.com/photos/beglen/2464007260
https://www.flickr.com/photos/erix/5683572
https://www.flickr.com/photos/therussiansarehere/3646211340
https://www.flickr.com/photos/falh/3563568771
https://www.flickr.com/photos/maaorg/8009975343
https://www.flickr.com/photos/abby28xyz/469737055
https://www.flickr.com/photos/polandmfa/7374395194
https://www.flickr.com/photos/crdot/6212235831
https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/
5950980670907190513
https://www.flickr.com/photos/kristabaltroka/8527817179
https://www.flickr.com/photos/wwworks/4759535970
https://www.flickr.com/photos/pagedooley/2121472112
@emcgillivray #webcongress

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