There are millions of articles and studies that come out indicating the importance of Facebook and Twitter as other social media tools, for a successful marketing strategy. What is also becoming popular is the number of agencies promising to raise the number of your fans / followers in a very short period of time.

But having lots of fans and followers is equal to making profit? How can you know you are interacting with them successfully?

The issue is controversial as it depends first of all on the goals each business has set. Measuring the right metrics can be a good thing, as numbers can be turned into the reach of your message. What is also important is the feedback you get from your fans. Audience commitment can be measured by: What percentage of your fans make visits? Do they interact? How many leave a comment?

Getting additional fans on social media can be an easy task, but for what purpose? Having engaged fans means they are listening to your corporate messages and what you have to offer. More followers do not equal more profit if they cannot be turned to an opportunity for business, or without a plan to make these opportunities into customers.

Social media success isn’t about the fans or followers count. Having 100 engaged followers is far more valuable than 1,000 who are inactive. It’s what you do with them that matters.