When you’re a brand establishing yourself on social platforms such as Twitter and Facebook, in the very early days you’re usually less concerned about who is following you, and more about how many.

It’s superficial, of course, but large numbers of followers on Twitter and Likes on your Facebook Page do have provide a level of social proof that makes you more attractive to new followers, and new Likes – when someone sees that you’re already popular, they’re far more likely to make the leap and get on board themselves.

But for businesses looking to maximise the ROI of their social media strategy, how many is always far, far less important than who. Pretty soon you realise that a big number is meaningless unless it’s actually converting into brand awareness, website footfall and sales – so who should you be looking to attract?

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