Readers of my previous post (The elements of a great #highered Twitter account) could come away thinking I don’t care about numbers. That would be wrong. I do care about numbers.
Numbers matter in social media.
Dan Zarrella makes this clear in his popular Science of Social Media presentation. In the simplest of terms, if you want to get your message out to as many people as possible, then the bigger your potential audience, the greater the chance you’ll reach a bigger group of people. (This assumes your audience is paying attention to you, and that assumes they find your content worth paying attention to, sharing and acting upon. And that ties back to your credibility among the audience and their level of trust in you and your message.)
But that’s just potential reach, and as C.K. Syme points out in a recent post, reach is only a starting point. But it can be “the beginning of great things.”
“Raw numbers don’t give us a good mirror of effectiveness,” she writes, “but they are one of the indicators.” She suggests social media managers consider other measures, such as potential reach and share of conversation, and she points readers to some tools and resources that can help them do that.