Many brands and idea promoters are in a hurry to rack up as many Facebook fans and Twitter followers as they possibly can. Hundreds of thousands if possible.
A lot of these fans and followers are faux. Sunny day friends. In one experiment I did, 200,000 followers led to 25 clickthroughs. Ouch.
Check out the graph on the left. The curves represent different ideas and different starting points. If you start with 10,000 fans and have an idea that on average nets .8 new people per generation, that means that 10,000 people will pass it on to 8000 people, and then 6400 people, etc. That's yellow on the graph. Pretty soon, it dies out.
On the other hand, if you start with 100 people (99% less!) and the idea is twice as good (1.5 net passalong) it doesn't take long before you overtake the other plan. (the green). That's not even including the compounding of new people getting you people.
But wait! If your idea is just a little more viral, a 1.7 passalong, wow, huge results. Infinity, here we come. That's the purple (of course.)
A slightly better idea defeats a much bigger but disconnected user base every time.
The lesson: spend your time coming up with better ideas, not with more (faux) followers.
I absolutely agree with this theory. It has been a longer curve to develop connections on social media - but those connections have largely come due to real conversations, mutual sharing of information and/or common links to business. By organically developing a following on Twitter, not only does your content sometimes make it further but perhaps equally important - you have access to a treasure trove of information by those sharing with you.