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The obsession over social media shares – is quality or quantity better?



Quality over quantity?

We’ve all heard some iteration of the phrase, “it’s the quality, not the quantity, that truly matters.” But do you really believe it?

As far as measurement is concerned, you absolutely should. Let’s consider two examples that I’ve been stewing over lately: frequency and number of social shares and the surge in traffic from StumbleUpon.

Campaigns and brands tend to have very distinct goals when jumping into social media, but one objective is often universal. Driving engagement among consumers is likely tantamount to anything else. Whether that means garnering comments on a Facebook page or retweets of an official Twitter account, engagement is the often a holy grail.

An obsession with numbers

When measuring content sharing like retweets or Facebook shares, it’s easy to fixate on big numbers. Getting a ton of shares or retweets is always better than fewer, right? Not necessarily.

All things being equal, you absolutely want more shares to help spread your content and messages further. Would you rather publish one piece of content per week that receives 500 shares or publish four pieces of content that receive 200 shares each?

I would choose the latter for a couple reasons. Most obviously, while each individual piece of content is garnering fewer shares, overall I’m seeing more shares per week (800). More importantly, though, I’m driving consistent engagement.

One hit wonders

If you publish content controversial or entertaining enough, you can likely drive a large number of shares once. But if you’re using social media, your goal is likely to build engagement and form a community. One-hit wonders won’t help you do that, but delivering content on a regular basis that your community wants to share time and again? That’s more like it.

It’s really not much different than television commercials in the sense that I may be more likely to recall a hilarious commercial I saw during the Super Bowl last year, but I’m more likely to buy a product from a company I see consistently.

Example: StumbleUpon

Now let’s look at StumbleUpon. A few months ago, everyone seemed to be talking about how StumbleUpon was driving a great deal of traffic to their website. Suddenly it seemed like StumbleUpon was the largest referrer of traffic for just about everybody. And the next thing you know, everyone was blogging about how to optimize for StumbleUpon and make it work even better for your site.

It turns out that while StumbleUpon really is driving a great deal of traffic to many, many websites and blogs, the quality of that traffic is extremely questionable. Bloggers began to report that visitors from StumbleUpon bounced more and spent less time on site than others.

The ultimate temptation

It’s tempting to assume that getting 1,000 visitors each day is far better than getting only 100. I don’t know about you, but I would rather have those 100 folks come to my blog, poke around, read a few posts and maybe leave a comment. Seeing 1,000 visitors come and immediately leave is really no better than seeing those same 100 come and immediately leave. It’s just more people who apparently don’t find value from your site.

Trust me, we all get wowed by big numbers. It’s too easy to do these days. The next time you’re shaking your head because something seems too good to be true, add some context. Try to consider additional details to understand if that giant number is really telling you something great.

Rebecca is a passionate UNC graduate, and a biochemist-turned-communications professional, she spends her days as a senior social media analyst at Digitas in Chicago, specialized social media monitoring and measurement best practices. She is continually excited to explore additional facets of digital measurement like traditional Web analytics, search metrics and integrated data models.

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  1. Aaron Friedman

    October 27, 2011 at 9:23 am

    Awesome post Rebecca! Everything you have said is spot on. And to add once small thing to complement what you are saying, more often than not, having that consistent engagement will drive more traffic and likely more shares to the other pieces. This is especially true if they are properly linked together, reference the other posts or are part of a series.

    So in the short term you come out on top because, well, the shares are of a higher caliber. But as time goes on, you end up having more shares reaching a more niche audience. But even more than that, you will hopefully see continued shares resulting weeks later.

    Aaron Friedman

  2. Musangu Mbato

    May 26, 2012 at 9:36 pm

    Let us get rich now with Millions of Dollars, contact me form more details:

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Social Media

How to quickly make your LinkedIn profile stand out from the masses

(SOCIAL MEDIA) Most of us have a love/hate relationship with LinkedIn, but no matter your feelings, you should be the one who stands out in a crowd – here’s how.




Your LinkedIn is your brand. That’s it. Whether you are job hunting (or people are hunting you), or are showing off your business, insight, acumen, or simply networking; your profile on LinkedIn needs to stay appealing and not drive potential headhunters, bosses, clients, or networking groups bananas.

Let’s start with a three part list of what you MUST do, what you SHOULD do, and what you COULD do.

Here’s what you MUST DO (as in, do it now).

  1. Get a #GREAT LinkedIn photo. Nothing sells you like the right profile picture. No selfies. No mountain biking. Get a professional headshot. Don’t lie about your age. Wear what you wear when you’re on the job. Smile. People are visual.
  2. Simplify your profile. Cut the buzzwords. Cut out excess skills that don’t add to your vision or that don’t represent the kind of job you want. (i.e. most of us can use Outlook but few of us need to mention that skill because we don’t support Outlook). Focus on the skills that are important.
  3. Keep it current. Your LinkedIn should reflect your career and current responsibilities. Update the description. Add new projects. Change your groups as you change in your career and move towards new levels. Indicate when you receive a promotion.
  4. Extra, Extra! Headlines. Don’t use something lame for your headline. How would you want to catch a headhunter to look at you if you could only say 10 words? Make it standout. There are thousands of managers – but only one you.
  5. Custom URL. Just do it. Pick your own URL. It’s FREEEEEEE.
  6. Get the app. Make LinkedIn a part of your mobile life and check it more often than you do Snapchat.

Here’s what you SHOULD DO (Set aside some time at Starbucks and go do this in the next month).

  1. Tell your story. Your summary should bring to live the content of your career. Don’t leave that section blank. Spend some time crafting a cool story. Run it by your professional mentor. Send it to your English major friends.
  2. Connect. Add colleagues. Add partners from other organizations. Use connections to broaden your network. Synch your profile with your address book. Add people after a conference.
  3. Endorse your connections. Identify people you’ve worked with and give them the endorsements – which can get them to come endorse you!
  4. Ask for recommendations. Ask a colleague, partner, or manager to write you a recommendation to help advertise your skills.
  5. Add a nice cover photo. Again, visual people. Some more on that here.

Here’s what you COULD DO (If you’re feeling dedicated, what you can do to give yourself an extra edge.)

  1. Share your media. Upload presentations, videos, speeches, or projects that you can share. (Don’t violate company policy though!).
  2. Publish original content. LinkedIn has a vibrant publishing feature and sharing your original work (or content you’ve published elsewhere) is a great way to share your voice.
  3. Post status updates. Share your reactions. Share articles. Repost from influencers. Be active and keep your feed vibrant.

That’s a quick list to get started. So go start your LinkedIn makeover (and I’ll go do the same). Let’s get connected!

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Social Media

Innovative widget places Instagram Stories right on your website

(SOCIAL MEDIA NEWS) Increase your social media reach with this neat new free to use Instagram Stories widget for your company website or personal portfolio site.



instagram stories widget

Instagram Stories are a great way to integrate video into your marketing strategy. If you’re already investing time and money in this successful strategy, might as well feature Stories on your website too, right?

Well lucky you, Fastory recently released a free widget to add Instagram Stories directly to your site to feature your nifty marketing efforts on desktop. Even though mobile is still dominant with younger generations, desktop users need some love and access to Stories, too.

Fastory CEO Sylvain Weber noted the “widget is the only one fully based on the brand new Instagram Graph API (no private API, validated by Facebook himself).” This pretty much means Fastory is ahead of the game with the newly opened up API, and are basically development pioneers.

Drive awareness and build loyalty by spreading the wonder of your Instagram Stories far and wide with the Stories Widget. Simply log in to Facebook to get the widget, then sync your Instagram Stories stream.

Next, all you have to do is copy the provided HTML code and paste it on your website. Hooray, now you have a widget that automatically updates your website with your latest Stories.

Keep in mind you’ll need an Instagram Business Account for this to work.

If you have more than one business Instagram linked to Facebook Pages, just select the one you want to use from the drop-down menu when getting the widget code.

You can continue that process to select multiple Instagram accounts and generate widget codes for each of them.

Free for a limited time, you can also utilize the Memories feature, keeping a collection of your Instagram Stories on your site instead of having them disappear after twenty-four hours like usual.

All the Stories featured on your site also include a “follow us” button to encourage user engagement and gain you more followers.

Looking for help jazzing up your Instagram Stories? Fastory was originally created as an easy to use design platform to create and customize Stories.

Their mobile-first marketing suite offers drag & drop design featuring animated headlines crafted in Adobe After Effects, fonts from Google Web Fonts, and motion design.

Story creation and editing is collaborative with varying roles and levels of privileges. Plus, you can track visitors in real time to identify drop off points and areas for improvement. Contact Fastory for Story creation pricing information.

And on the free end of things, check out the Instagram Story Widget.

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Social Media

Turns out the secret to brand success on Instagram is Stories

(SOCIAL MEDIA) Instagram is a marketing heaven, and Stories appear to be they key to success (even if they disappear in 24 hours). Let’s discuss.




It’s been over a year since Instagram (or “Insta” as the cool kids call it) launched their Stories feature. And while Instagram Stories may not seem like most obvious place for advertising your business, social media experts say that it has untapped potential as a marketing tool.

The seemingly biggest drawback of using Stories for marketing is that, taking a cue from Snapchat, Instagram Stories are only online for 24 hours, then they disappear forever.

Nonetheless, the analysts at Socialbakers say that businesses should seriously consider marketing via Stories. These experts looked at over 1,000 Instagram accounts from businesses and found that they are being underutilized as a marketing tool.

Stories are extremely popular amongst viewers. There are 300 million active users looking at Stories every day, and that number hasn’t stopped growing since Instagram launched the feature.

Stories also appear at the very top of a user’s feed – although we’re still not exactly sure how Instagram’s algorithms sort these posts.

It’s also important to note that users can’t “like” or leave comments on Stories, so you won’t be able to use these metrics to gauge the success of your Stories marketing. Instead, you’ll have to look at Total Impressions, which tells you how many people have seen your story, or Reach, which tells you how many brand new potential customers saw your story.

With social media platforms always changing their rules and algorithms, it’s getting harder and harder to reach new potential customers, especially without dishing out cash for paid or boosted ads. Stories is a great loophole that allows you to connect with your audience without paying for it.

Don’t get caught up thinking you have to make a high-production video. Short, rough-cut, unpolished videos work great for Stories and give your audience a behind-the-scenes view of your business. Stories can be utilized to tell the story of your brand. And you can even add a poll to your story to increase engagement. For example, Red Bull asks viewers which picture they should post next, keeping the user engaged and clicking.

Social media platforms are always changing, but your business can get an edge over your competitors by staying up-to-date with new formats and features.

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