It depends. If the tweet is about basketball shoes and it’s by me, it’s probably not worth anything. If it’s by LeBron James, it could be worth millions.
Numbers like retweets and reach can be addicting to a marketer, and it can be easy/fun to get caught up in them all day. Don’t get me wrong–I measure just about everything, primarily as a means to listen. I love tools like HootSuite, Radian6, and obviously Google Analytics because they help me determine what resonates in a community and what doesn’t. But there’s no use to bringing in a lot of people if they are just going to be unhappy with the product I am selling. Marketing is only one aspect of communicating with users.
I hate to define this role so broadly, but the only defining characteristic of a Community Manager is that he or she uses social media tools. Social Media tools are just communication tools, like telephones. You can use telephones for a lot of different purposes within a company. The question shouldn’t be “How can we get more followers?” The question ultimately is, “How can this Community Manager leverage online communication channels to help us serve our customers better?” You can have zero followers or one million followers and actually accomplish this result depending on the channels you use, and different Community Managers have different approaches.
Successful Community Managers aren’t just given follower metrics they must hit. They contribute to business goals that come from the top. This could mean reducing churn, or helping establish thought leadership which brings in more talent to build a better product, or reducing negative PR. The metrics depend on an individual company’s business objectives and you can’t blame a Community Manager if you don’t tell them what you are looking for. If my blog brings one superstar into my company or influencer on board to my product, who cares that my RSS subscriptions are low? I can get hype in arenas that are much more public than a measly company blog when I have the right people on my side.
Build rockstars. Everyday.
*insert LeBron joke by Mavs fan here.*