As a marketer, there is a sea of consumers literally at your fingertips. Social media has many pools, teeming with potential customers that seem so easy to catch. But many companies and marketers are unable to haul in a good catch.
Most try to build a bigger net, thinking it will give them the best chance to catch the most customers. Sounds logical, right? Well, it is until you consider the real function of a net isn't to cover more space, but to retain what it does manage to pull in.
The truth is, most companies are focusing on the size of their nets when the holes in those nets are actually too big, letting customers slip through. If the holes in the net aren't small enough to actually catch the fish, it doesn't matter how big your net is; you won't catch anything.
Making the holes in your social media net the right size requires that you actually understand what you are trying to catch. Marketers need to understand their customers by jumping into the pool and swimming with them. With an understanding on focused quality, not quantity, they will be able to make the holes in their net smaller and pull in more with each cast.