As much as we’d like to say that size doesn’t matter, it really does when it comes to your social network, and directly influences your “reach.”
Reach? You’ve probably heard this before, with some definitions being more clear than others. A concise definition that’s useful for our purpose is the number of people your brand gets in front of, or how many opportunities your brand has to encourage action from potential customers or clients.
“Ok, bigger is better then!”
Sorry, but you’re not getting off that easy. It’s not just the size of your network that matters. If you sell snowshoes, and 90% of your enormous number of Facebook fans live in Florida or in large cities, you might not see a lot of activity around your brand.
“The balance for you is that of course, you want the greatest possible potential. So sure, building a broad network with large reach can be a good thing. But in order for that potential to pay off somehow, you want to expend the effort growing both the size of your audience as well as the density of its overall relevance to your work…..So what we want isn’t just reach, but relevant reach. “ – Amber Naslund, 2010
If you’re wondering what this means for your bottom-line, it’s fairly straight-forward. The more people you can reach and engage with, and the closer they are to your target customer, the more possibilities for sales you have at your fingertips.