Top leaders from Google, Twitter, and Facebook spoke at the annual NRB Convention (@NRBToday & @NRB_Convention) (#NRB13) in Nashville March 4 and stressed the importance of communicators (authors, broadcasters, presenters, and others) to concentrate on engaging with their audience through social media platforms and not to focus so much on numbers only.
Claire Diaz-Ortiz, Twitter's social innovation leader, said that while her company was doing some analytics, just 3 years ago "we started to see that Bible verses were doing really well."
"Someone would tweet out Bible verses and 500 people would immediately re-tweet it," Diaz-Ortiz said. "People of faith were really engaged with these Bible verses. Religious content on Twitter is incredibly engaged. You can look at a pastor such as Andy Stanley and see that he will tweet something out and get more reaction and more engagement than famous celebrities like Lady Gaga or Justin Bieber with 50 times as many followers."
Facebook's manager for policy, Katie Harbath, said, "The Internet and how people use it is constantly changing and so what worked six months ago may have changed."
Although some people add as many Facebook friends as they can accumulate, she believes the value of the site is not found in a numbers game.
"The number of fans you have on your page is important, absolutely, but in reality it's how many of those people are engaged with you. A fan is worthless if they are not seeing your content and not engaging," she said.
Also see our previous blogposts, “Infographic: The Importance of a Fan Base” and "Know Your Brand Advocates."
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