Proud of their impressive Twitter followings, Facebook crowds, and Klout scores, they are lulled into a false sense of security.
The rude awakening often comes when they try promoting their product to their audience. Suddenly, their enthusiastic following vanishes into thin air leaving behind crickets and one or two “mercy” sales.
Their error is simple. They have invested too much time engaging their peers and have overlooked their customers in the process. This social rut is easy to fall into, let’s see if you are in danger of falling into it yourself.
• Do you spend hours trading @mentions with people with profiles identical to your own?
• Do you struggle to remember the Twitter handle of a customer but can rattle the usernames of five social media A-listers in five seconds flat?
• Are you afraid that promoting your product would offend 90 percent of your followers and blog readers?
• Are you hoping that your followers will share their audience with you when the time is right?
If you answered “yes” to any of these questions then you are in danger of being popular and broke.