Who Wants to Be Entertained Inside an Empty Theater?
Not I. As much as we agree with the view that interacting with a niche audience following us on social networking channels is an essential component of marketing on new media, it's just as essential to have an audience listening to you in the first place.
Now the rule of thumb is, the less time you spend interacting with new followers or fans on social networking, the less quality an audience you are building, and it's true to a degree.
By the same token, new prospects do judge you and your brand by the size of your audience.
As much as we want to think it not so, it is so.
If I arrive at your Facebook fan page or Twitter channel and you are tirelessly posting content at your expense, tweeting and pulsing links like crazy but you only have 10 people following on, I won't follow you no matter what the value of your content.
What Is Your Time Worth..?
I won't get past the fact you're investing so much time into adding value to an audience of ten people that your time cannot be valuable and I don't have time to follow anyone who values their own time so poorly.
If, on the other hand, I land on your YouTube video or Facebook fan page, I see there are thousands of people following you and your content is good, I am instantly sold on the element of social proof that hits me smack in the face, the second I land on your channel.
If You Relocate an un-Employed Man Into a Block of Flats Occupied by Successful Professionals He Will Be Working in Days
A poor quality, but high volume group of social networking followers, if combined with good quality content (if the host continues to engage the same low volume group of high quality followers), they would be maintaining mutual, two way dialogue with, regardless of the influx of low quality high volume followers, will lead to a situation where the low quality, high volume crowd morph into active participators engaging in your content, commenting, voting and participating in your community.
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