It's Not A Numbers Game (But It Is A Numbers Game)

Posted by

Having several thousand people following you on Twitter is not going to save your business.

It’s also going to be extremely hard to monetize that traffic. Also, by the time you are finally able to build any kind of substantial following, odds are we’ll probably have moved on to the next greater, shinier object. If that’s the case, then what is the point? Do you find that traditional media channels are looking at Social Media, Web 2.0, Facebook, Twitter and more as their future? They’re still screaming about trading analog dollars for digital pennies, but that is not stopping them from doing anything and everything to – at the very least – appear to be current, hip and "with it".

Is there really a point in them trying to be relevant in some of these newer channels and platforms?


Let’s first state the obvious: if you have a television show that gets millions of viewers and you’re suffering because the recession has severely limited your ability to profit from advertising, then getting several thousand people connected to your brand by tweeting about what is going on behind the scenes is not going to replace those dollars.

Or is it?

David Gregory is the host of the NBC TV show, Meet The Press. At this moment, he has well over 340,000 followers. It might seem like a huge amount when compared to how many followers the average person on Twitter has, but it’s a very small number when compared to the total viewership of a show like Meet The Press. So, if all else fails and the television show fades away, can Gregory monetize his Twitter feed, or get the same amount of attention and salary as he’s pulling from his current gig? Does being on Twitter really add value to the Meet The Press empire?

It’s not a numbers game (but it is a numbers game).

It’s the many little things that all add up to a greater sum. Having a Twitter feed, Blogging, posting extra footage on YouTube, interviewing guests and having the full audio available as a Podcast on iTunes, etc… does work to build audience, and it does increase revenues. Here’s how: the people who connect on the extra stuff, the behind-the-scenes and more are – without question – your real evangelists. These people will tell others. They will bring you ideas. They will help you. They will support you. The culmination of these little things are the exact things that every business needs to be focusing in on much more than they presently are. Yes, you still have to have great content (or a great product or service), and yes, some of the energy you focus on the product might have to shift to these online channels for connecting as well. The hope is that by doing so, it makes the product better because you’re not only broadcasting into them, but listening, reacting and friending the people who care most about you. Those same people who can make your ideas really spread and introduce them to newer and bigger groups of people.

Business and media companies that ignore this new reality of our inter-connectedness are trying to link dollars directly to these channels when – in fact – they should be looking at the indirect dollars and how those will grow their business.


  1. Kind of like putting one thousand fish hooks into play instead of ten? A crude analogy, perhaps, but it seems to me that all of things are about being open and ready for opportunities that you might otherwise miss.

  2. Make it a ‘smart’ numbers game.
    To play a smart numbers game, ‘niche thyself’. Focus on the intersection of your most productive evangelists and channel, traditional or non-traditional. Experiment with your content. Not everything will ‘take’.
    Although it is difficult to directly monetize cause and impact, as you say, Mitch, there will be indirect effects. Just because the effect is indirect is not an excuse to avoid evaluation. Back to those not-so-sexy survey methods!
    Agree with Mark’s analogy of 1000 fish hooks. Before casting hooks, suggest doing some research or floating ‘test hooks’ to find the best places to fish.
    Be ‘smart’ by being informed. You won’t have 100% accuracy, but eliminating half or more of the deadzones means more concentration where the live ones are.

  3. Oh my goodness! Amazing article dude! Many thanks, However
    I am going through difficulties with your RSS. I don’t understand the reason why
    I can’t join it. Is there anybody having the same RSS problems?
    Anybody who knows the answer will you kindly respond? Thanks!!

  4. I’m more than happy to uncover this web site.
    I want to to thank you for ones time for this wonderful read!!
    I definitely loved every little bit of it and I have you saved as a favorite to
    check out new information in your blog.

  5. Individuals are allowed to take a distribution
    from their traditional IRA and roll these assets into a Roth IRA within 60
    days. The distinction between precious metals is that you
    do not rely on other people’s success and rather let your precious metals make the money for you.
    The traditional IRA where the contribution to your IRA is not taxed but when you take the
    money out after retirement the money is taxed at that time.

  6. Greetings from California! I’m bored to tears at work so I
    decided to browse your site on my iphone during lunch break.
    I really like the information you present here and can’t wait to take a look when I get home.
    I’m surprised at how quick your blog loaded on my cell phone ..
    I’m not even using WIFI, just 3G .. Anyhow, awesome site!

  7. If you wish for to increase your knowledge just keep visiting this website and be
    updated with the most recent gossip posted here.

  8. If you wish for to increase your knowledge just keep visiting this website and be
    updated with the most recent gossip posted here.

  9. Best diving sites are located between western and southern coasts.
    Skate boarding – Skate boarding is another sport that has gained notoriety over the
    years. A common hazard of this sport (or art, as some might call it) is unpredictable wind conditions,
    which could throw the walker off balance.

  10. Hello, i think that i saw you visited my site
    thus i came to “return the favor”.I am trying to
    find things to enhance my site!I suppose its ok to use some
    of your ideas!!

  11. Slow cookers are available in different sizes –
    mini for cooking for one up to large for cooking for large families
    or for entertaining. Return the beans to the slow cooker and add water until the
    beans are submerged under two inches of water.
    To start the process, the first thing to do is to take off all the fats of the beef.

  12. It works on the principle of an air-bag over the tub.
    Soome particles such as algae, suntan lotion, and boy oils may not be
    able to be removed just by hosing tthe filter. If you want to buy thhe tub for indoor purpose then any material will work for you.

  13. I may have done revenge but yoou know, as soon aas you
    got into, you know so these guys can’t actually hit you.
    Really nice looking courses as well, you can see
    here I’ve spawndd you uys usng this option down at the bottom of the screen on the right.

  14. Hi! I’m at work browsing your blog from my new iphone!
    Just wanted to say I love reading your blog and look forward to all your posts!
    Keep up the outstanding work!

  15. Hi! I’m at work browsing your blog from my new iphone!
    Just wanted to say I love reading your blog and look forward to all your posts!
    Keep up the outstanding work!

  16. Thus, the admonition, “Be afraid, be very afraid,”
    is not a mere attempt at fear mongering. I
    constantly sought to develop ways of providing psychotherapy along
    with the medications, but was unable within my limited timeframe to use
    the psychodynamic approaches I was taught as a psychiatric resident.
    It can also be swiped through a portable card reader,
    which is easy to get and easy to hide.

Comments are closed.