Why Social Media Does Not Correspond to Exponential Growth

Why Social Media Does Not Correspond to Exponential Growth

Why Social Media Does Not Correspond to Exponential Growth

Recently, someone mentioned an old Faberge shampoo commercial. It reminded me of what people often believe about social media. In the Faberge ad, Heather Locklear says “I’ll tell two friends, and they’ll tell two friends, and so on…” When does that ever happen? Answer: Never! Almost never, anyway.

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Long-Term Strategy

Social media is a long-term strategy; you need to be in it for the long haul. As this article from Inc Magazine, 8 Things You Need to Understand About Social Media, underscores, “There are very few brands that have instant fame and exponential growth on social media, just as there are very few overnight successes in business.” Amen to that.

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The Reality

Here’s a scenario that’s closer to what really happens. Say someone is at a party, drinking. And the subject of your business comes up. At that point, someone might say, “oh, yeah. She did a pretty ok job.” And then, if both people remember what you were talking about, one of the people might write down your website or phone number. Maybe. And that’s if someone was looking specifically for your service or product.

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Social Media Helps

When exposed to your business or brand, people will tend to remember you longer. And if they know you personally, they’ll remember you even more. Social media helps to get your business in front of more people, but it’s not a magic bullet. Speaking of which, you might like Social Media Expectations that Are Full of Baloney.

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Social Media Can’t Help a Rotten Business

If you treat your customers badly, social media can’t fix that. If your product is one that most people don’t want, social media can’t fix that, either. For instance, I once had a client who manufactured clothing. The fabric and manufacturing were very nice, but the outfits looked outdated. Social media can help get people to your website or get more eyes on your product, but it’s not magic!

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Testimonials Help

What people say on social media does help, but it’s not magic. It does remind people that your business exists. Sometimes people just need a little push so that they will buy from you. So if they don’t know that you exist, your sales will suffer. And if you’re looking for a new social media manager, you might want to read: Social Media Manager: 10 Secrets to Care for Yours.

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Influencers Also Help

If you have influential people in your life, hearing them talk about a solid business can help even more. So having one or two people who believe in what you do can really boost your business.

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Follow Those Who Like Your Posts

Here’s a good tip, and way to improve your engagement and maybe up your follower count, too: “like” or follow people who like your posts. It’s pretty simple. That was a good tip from Fast Company’s 6 Social Media Tips That Will Improve Your Marketing.

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On the Other Hand

If you really mistreat people, you can bet others will hear about it on social media! There’s a local grocery store that I’m always hearing about on Facebook. They may not even know that people are talking about them, either. In that case, two people will tell two people, and so on. Unfortunately.

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  1. Hi Carol,
    Excellent information. I see people that just started in online sales who expect to be rolling in money after a very short time. Unless it’s an exceptional niche I don’t see it happening.
    I happily follow and interact with the social folks mostly on Twitter, Instagram, and FB. I can’t seem to get G+ ppl to interact. It’s a different beast.

    I think our age of “instant gratification” has given way to such a mindset.

    • Hi Patricia,

      It’s amazing that this “magical thinking” is still around in 2017. It used to be much easier to get interactions on social media say ten years ago. But to join now is much more difficult, and it’s never been the “I’ll tell someone and they’ll tell two people” way.

      Yes, G+ is a different beast. People don’t spend so much time there.

      Thank you for all your support! It’s very much appreciated.


  2. Hi Carol

    I’ve done some work in the customer service industry. The companies that excel at customer service try and add that special touch to everything they do. This includes their social media interactions.

    Always try to exceed your customer’s expectations and many times they can’t wait to tell their real and online friends about you.


    • Hi Clement,

      Having had a bad customer service experience over the weekend, I would hope that positive experiences weigh as heavily as negative ones. Yes on exceeding your customer’s expectations. Growth may not be exponential, but there will be growth nonetheless. :D

      Thank you for your insight. Very much appreciated.


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