“Care about social media, or most people won’t care about you.”

We live in a world that places more value on a person’s social media presence, than on who they really are. You may not seem that exciting in real life, but if you’ve created an exciting social media persona and gained a ton of followers then congratulations, you’re officially “cool”.

This obsession of over sharing is at an all time high. Facebook was the initial catalyst that encouraged people to care way too much about how they presented themselves. People like, or share things that they think are neat and that they want to be associated with.

What does this mean and why should marketers care? They should care because it further emphasizes the undeniable power of the network effect.

The network effect is the best type of marketing you can’t buy.

“A network effect is the effect that one user of a good or service has on the value of that product to other people.”

In other words…

Your product doesn’t matter if people aren’t talking about it.

Value is based on popularity. Social media sharing has made it easier than ever for us to increase the value of a product at an alarming rate. We share things with our audience of followers, increasing brand exposure like never before.

Here’s how you can create a positive network effect for your brand:

  1. Give people the opportunity to interact with your brand. Getting someone to buy into it starts with them watching things, liking them and simultaneously sharing.
  2. You need to give your audience a reason to like your page. Do they think your product is “cool” and feel compelled to share it? They should.
  1. Direct people back to your website. This will get them even better acquainted with your brand.
  1. Know your audience and incorporate them into your posts.

If there’s one thing I hope you take away from this, it’s that your social media presence can make or break your brand. If you want people to invest in you, first you need to invest in getting their attention.