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Social media tag cloud“10 million users follow our company on Facebook!”

Please, do not be fooled by raw numbers. It does not really matter how many users follow your brand on social networks. Quality, not quantity, is the key of online marketing. And quality means engagement.

So you have a massive impressive number of followers on you Facebook Page, your Twitter account and on Pinterest boards. That is great. But how do you interact with them? Are they really interested in what you are saying or did your brand become “invisible” to them?

A recent report by BI Intelligence has created an Engagement Index and look at how different top activities on social media are indexing in terms of activity.

Curious? Here are some findings published by Business Insider:

  • Social is now the top Internet activity: Americans now spend more time on social media than on any other major Internet activity, including email.

  • Social-mobile rules: 60% or so of social media time is spent not on desktop computers but on smartphones and tablets.

  • Facebook has a monster lead in engagement: Facebook is a terrific absorber of audiences’ time and attention, with an exponential lead over the other social networks. Instagram comes in second and Twitter third on desktop and smartphone combined.

  • PinterestTumblr and LinkedIn have made major successful pushes in 2013 to increase engagement on their mobile sites and apps. The new race in social media is not for audience per se, but for multi-device engagement.

  • Multi-device social media: Our analysis is based on BI Intelligence’s social media Engagement Index, which compares the effectiveness of social networks in keeping individual users engaged across smartphones and desktop PCs (for an explanation of the Index, sign up for instant access to BI Intelligence). 

How do you engage your consumers on social network? Do you offer full information on your products and services? Do answer their questions quickly? How to you take criticism?

These are the matter of questions that really matter. It is best to have 100k users who really interact with your brand than 10 millions who just ignore you.

More on Business Insider.