More followers can create more opportunities for your Company Page content to be seen, but follower count on its own tells you very little about whether the audience is useful.
Define the audience before trying to grow it
Start with the people who matter to the organization’s objectives: customers and prospects, employees and potential employees, partners, suppliers, industry participants, investors or other stakeholders where relevant.
Not every organization needs the same mix. A Page supporting recruitment may care about different follower groups from a Page primarily building credibility in a specialist B2B market.
Relevance beats vanity
Ten thousand followers with little connection to the organization can be less useful than a much smaller audience concentrated in the right industries, roles, locations or companies.
Use follower analytics to test the assumption
LinkedIn® follower analytics can show characteristics including location, seniority, job function, industry and company size. Later in this course we will use that data in detail. For now, the important principle is that growth should move the audience closer to the people you intended to reach.
Your task
Define three priority follower groups for your Page. For each, write why that group matters to the organization and what kind of content would give those people a genuine reason to follow.