Building a following on social networks is the play every company seems to be running right now. In general, trying to win markets in red oceans is infinitely more difficult. Everyone wants to grow their LinkedIn followers or YouTube subscribers.
While this strategy is fine, it’s important to remember that the best “social networks” are those that you have a unique edge / reach / influence over. The greater the influence, the bigger your moat.
Here’s a true list of “networks” you want to invest into from least to most important:
1. Viewers — people who see and consume your content
2. Subscribers — people who actually subscribe / follow you and want see more of you
3. Fans — the most engaged subscribers, often first to watch and listen to anything you put out there
4. Partners — people who help promote / connect / evangelize you with more fans and customers
5. Customers — people who actually buy and the best type of network
This is why Lifecycle and Customer Marketing is more important than posting social media content inside most companies.
It’s also why Partner Networks are considered actual assets for companies.
Once someone buys from you, they have a crossed a threshold of familiarity into being an actual patron. They also have a lower barrier to buying from you again.
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