Sometimes big numbers mean less in Social Media marketing. Traditional agencies and most Web marketing agencies sell their clients on driving big numbers to their website, or at the very least focus on Big Numbers as the measure of success. When it comes to Social Media marketing however, less can often mean more.

A case in point is when I worked with Makita tools. They were thinking about the launch of a new power tool that they needed big numbers. Their agency, a traditional agency with two Social Media specialists, had almost sold them on big numbers. But what was more important was connecting with the right target. The key word here being “connecting” which meant engaging in a key user who would support the product. What turned out to be of more value was the “user experience” with the product.

Using blogging and some promotion across Facebook and leveraging some database marketing tools, the campaign drove key users to partake in a series of surveys, forums and blog commentary. The result was a core set of professional product users who felt engaged with Makita and would become product recommenders. Makita ended up with a core set of customers who provided key feedback on a new product and would shorten the product development cycle significantly.

So the project was successful on several levels; better in-field customer feedback reducing product development cycles (and costs), gaining loyal customers who’d buy other products and better sales in those regions. What was also important is that the company was able to develop long-term relationships with those customers. Over time, maintaining contact with new customers, they would also gain an increased core of customers, ever growing their base.

In summary, it’s not always about big numbers when it comes to leveraging Social Media. It’s more about the right numbers. Key is understanding what you want, and not being sold on “drive the big numbers” everytime. Sometimes, big numbers are the goal, but be sure that is the goal.