In 2011 everyone was getting on the social media train and overnight we saw a ton of self proclaimed Social media gurus whose claim to fame were the quantity of their followers across all social media channels. Some misguided marketers even went so far as to claim their social media success with no or very little following to their social media platform. The item not discussed on their stake to claim is how they went about getting those high numbers. A good portion of these social media experts paid for the fans and went to sites where for a minimal fee you would attain a quantity of followers.
While this trick might help accelerate your followings it does little or nothing to the quality of followers or the engagement you receive. If you are a local business and you paid for followers in other continents what use would that do to promote your brand if your client demographics are local. The challenge is most people dont figure this out until after they have paid for this following. The other problem you will encounter is your analytics or reporting on engagement, outreach or influence will be low and not accurate.
2012 brings about a new marketing practise where the focus and emphasis will be on the quality of followers and marketers will focus more on brand loyalty to promote monetization. In the end all marketing intergration have a common goal of eventually turning brand awareness into profit. The path to attain this is through quality engagement and interaction across all brand platforms. You will start to notice that the social media campaigns are more targetted to fit the specific client audience rather than a generic market.