My business social media accounts have lots of fans and followers, but I don’t seem to be making many sales or having much engagement on my page. Why aren’t the large numbers translating into increased sales?


When it comes to social media, it isn’t about quantity. It’s about quality. What you want in a fan or follower is someone who is interested in your company and what you have to say and sell. Gathering fans and followers indiscriminately will help pump up your stats, but won’t get you the kind of engagement or sales you want. What you need to do is follow strategically.

Decide who your target market is and where they are online. Once you know that, go to those particular online venues and start looking for people in your target group. When you find these people, start interacting with them. Don’t sell, just be friendly and provide value to the community. Find groups that cater to your target market and join those. The goal is to become someone people in your target market know and trust.

The other half of this equation is to make sure that your page has quality content and isn’t simply a litany of advertising. No one likes to be sold all the time, and they particularly don’t like it on social media sites. Make sure your page offers content that will resonate with your target market. Provide tips about how to use your products to their best advantage, inside glimpses of how your company works, or information that will help your target market run their businesses more efficiently and profitably. The goal is to create a page that is a resource.

Also, keep an eye on the page at least during business hours, if not at all times. Customer comments or questions should be dealt with promptly. Also, beware of the urge to delete or suppress negative comments. Use a complaint as an opportunity to showcase your customer service. Even if you don’t please the customer who made the complaint, you’re still showing other potential customers that you care and respond. That goes a long way toward building trust.

Social media is really about community, and your job is to build the right community around your page. If you follow strategically, you’ll ensure that your message is getting to the right people. Creating a page that is useful, informative and entertaining will make sure those right people stay around. Being responsive will help them trust you, which should result in more sales, as people like to buy from companies and brands that they trust.