When it comes to building a brand, there is no denying the potential in social media. The ability to instantly reach out to hundreds or thousands of people at any given moment is quite significant. However, you have to ask yourself... How many people are you actually reaching? The answer may disappoint you.
There is a common misconception in social media, and that's numbers. One would probably assume that if a person or brand has 20,000 followers on Twitter, then that means 20,000 people are seeing each and every tweet that comes their way. Unfortunately, this could not be further from the truth. That person or brand would be lucky if they reached out to at least half of their followers.
So, what's the deal? Well, it could be a variety of things. Some users become bored with sites like Twitter and Facebook, thus they don't check their feeds nearly as often as they used to. Or perhaps they created a new account for whatever reason, leaving their original account behind.
There is no definitive answer as to why a user stops interacting. Simply put, it is what it is.
YouTube is an excellent example of this, and quite possibly the best. A channel may have 100,000+ subscribers, but the creator's videos may average between 5,000 and 10,000 views each. The same can even be said for YouTube's largest channel, PewDiePie. Felix may have an impressive 31+ million subscribers, but his videos typically bring in less than 3 million views each. While those views are still quite impressive, they just further prove our point — numbers aren't everything.
While numbers are important, there is so much more to the equation.
The most important aspect you need to focus on when building a brand is your community. Building a loyal community is far more powerful than any of the content you'll create. Without your supporters by your side, you've got nothing. Show them that you're paying attention. Answer emails promptly, reply to their tweets, and just put yourself out there.
Make something awesome and build trust in the process. Everything else is secondary.