We've got a Q: Quality or Quantity?
When it comes to social media, we often seem to idealize those accounts with 10's of thousands of likes or followers. We strive to get as many likes as possible in order to compete and feel important. We think it is only in mass numbers that our pages will hold any sort of authority or drive any kind of significant sales.
However, recent studies have shown that you don't need thousands of fans to make an impact. Despite what you may think, your general fans are not the ones sharing, commenting on and liking your content. It's your SUPER fans that are doing that. They are the ones that are championing your brand, spreading your content and purchasing from you. These are the ones you want to appeal to and these are the only ones who are reading your messages. I know that sounds a little harsh, but let me explain.
According to it's own estimates, the average Facebook user could see up to 1,500 messages per day. However, they are only shown about 300 messages per day based on what they most likely would care about. This means that just because someone "likes" your business page, doesn't mean they're going to see your status updates. Unless they show interest in your information (by clicking, liking and sharing) chances are they aren't going to see your post anyway.
Instead of focusing your time on getting more likes or followers, shift that intention to crafting quality content geared towards the ones you do have. It may sounds obvious, but too often businesses attempt to appeal to a wide audience. Instead of garnering any sales, you're now marketing to a lukewarm audience that may-or-may-not be even seeing it. Take some time to create content geared towards those Super Fans who not only care, but will champion your brand. In this case, the old adage really is true, "Quality over Quantity".