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Community building as a marketing strategy: number of followers instead of class?

The following discussions have been going on since the advent of social media: Does marketing only depend on a high number of followers? Is the interactive web an instrument for tail comparisons?

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3000 Lemmings can not be wrong!

A discussion that just shows the top of the social media iceberg and clear does what seems to be important not only on Twitter: To be able to show as many comments, followers, listings, friends, feed readers or newsletter subscribers as possible.

Because what everyone thinks is good must also be good. Man is obviously polarized in such a way that he usually follows the majority opinion. It also worked outside of the internet: books by bestselling authors sell better, movies run better because Star XY is there, etc. And of course on Twitter: 3000 followers can't be wrong, the guy has something to say! 3000 lemmings jumping over the cliff can't be wrong either? - # maldrüberthought!

15 minutes of fame

The reasons for such a behavior are far-reaching, so here is only a very brief sketch: From the 15 minutes fame for everyone there is the talk and the hope that the fame of the star you adorn or follow, hopes something abzubkommen. This may be very often the (often) unfulfilled hope in Twitter or the commentary when blogging, other people would be attentive to one and you would be back. Or, as far as blog commentaries are concerned, other readers would point to their own site.

The star, on the other hand, lives for the most part on such attention grabbers, so it's no wonder he always treats her well - until he passes a critical mass and the individual does not care. That, too, seems to be quite human, because it can be observed in a variety of examples.

What is different in social media?

What is new, however, is that these mechanisms are becoming more and more transparent - and unfortunately also increasingly manipulable. On the one hand you can see exactly how many friends, fans or followers someone has in various services or - based on the comments - how much is going on on a blog. Unlike, for example, sales of books or TV ratings, where the exact numbers are rather hidden.

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On the other hand, the sheer number can also be manipulated very nicely in the Internet: for example by convincing friends, friends, friends, friends, friends, friends, friends, friends, friends, That this is done is an open secret. Precisely for this reason, one should deal carefully with pure quantity comparisons.

It would be more important, for example, to see who follows, is added, reviews, comments, etc. Because even if the basic idea is the democracy of the masses, which makes everyone important, there are still differences in the reality of certain people's perceptions : There are opinion leaders and there are those who may not be as important.

Participatory trend beyond the Internet

Because social media is open Communication and honest exchange - even if some keep forgetting that. It is therefore a good thing that the participation trend has long since reached beyond the Internet, and that too Politics and has achieved education. Probably the most prominent example was the popular vote on the S-21 termination act.

For the first time, citizens themselves decided on a bill from the state government. In the meantime, the politicians in Stuttgart have even reduced the hurdles for referendums by now reducing the number of signatures required, extending the registration period and creating the possibility that signatures can also be collected outside the town halls. The popular initiative was also introduced: with the support of at least 10.000 citizens, the state parliament can then be asked to deal with a specific political question.

Less can be more

Dementing can be less sometimes sometimes more, because if a tweet account only comparatively few, but opinionated followers has (or a site commentators), the ME is much more value than the sheer mass. If there are animated discussions on a site or a tweet account, a tweeter contains many replies and retweets, that is more value to me than the sheer mass of followers or listings.

Because that shows that the followers and readers not only receive contributions, but also deal with them. At the same time, it shows that the operator of blog or Twitter account selects qualitatively rather than quantitatively spreading nonsense into the world.

Unfortunately, and that's the problem with it, the quality of posts is much harder to grasp than the pure quantity. Anyone can quickly recognize the number of followers - unfortunately, what is behind them less. Especially search engine algorithms and statistics have their dearest need with quality. There are already some initial approaches, but the results are modest:

Therefore one should not give up hope

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