How many followers do you have ... does it matter?

Customer service > Social media likes: Why engagement will not save your business

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These days everyone seems to be obsessed with social media numbers. How many followers do you have? How many likes did your post get? And while social media engagement can be a powerful tool, it is not a substitute for great customer service.

Too many businesses, especially small ones, make the mistake of thinking that Instagram likes and follows are the ultimate measure of success. But here is the thing—those numbers mean nothing if you are failing to deliver on customer service. A brand with 10,000 followers but a reputation for poor customer treatment is not only at risk of losing business but also damaging its reputation in ways that likes will not fix.

Likes Will Not Fix Bad Customer Service
Let us be real: people love attention. It feels good to see your post go viral or rack up hundreds of likes. But what happens when those same followers decide to try your product or service and have a terrible experience? Will those likes and follows keep them coming back? Absolutely not.
Customer service is the backbone of any business. Without it, no amount of social media clout will save you. You might think you are doing well because people engage with your posts, but if customers feel neglected, disrespected, or misled, they will quickly lose interest in your brand.

The Danger of Chasing Engagement
Let us take a step back. Why do so many businesses prioritize social media engagement over professionalism? It is simple—social media is visible. The likes, comments, and shares are tangible metrics that people can see and track. But customer experience? That happens behind the scenes. It is private. It is the part of your business that most people do not see until they become customers.

But here is the problem: customers will talk about their negative experiences. And when they do, all those likes and follows will not mean anything. They will likely backfire. Negative word of mouth spreads faster than any positive social media campaign ever could. People do not hesitate to share their bad experiences, especially on platforms like Twitter or Instagram. And once the bad reviews start rolling in, those followers you worked so hard to get might become detractors.

Social Media Is a Tool, Not the Endgame
Do not get me wrong—social media is important. It is a great way to build brand awareness and reach a wider audience. But it is a tool, not the endgame. The real value lies in how you treat people once they engage with your brand. If your focus is only on growing your online following without thinking about customer service, you are building a house on sand.

The businesses that thrive in the long run are the ones that prioritize relationships over numbers. It is about building trust with your audience. And trust is built through consistent, reliable, and professional customer service—not through a bunch of heart emojis on Instagram.

What Really Matters
What really matters is how you respond to customers. How you handle complaints. How you go the extra mile to make sure someone feels heard and valued. That is what builds loyalty, and loyalty is worth far more than a couple of thousand followers.

Here is a fact: customer retention is more valuable than customer acquisition. It costs far less to keep an existing customer happy than to win over a new one. And happy customers? They become your brand advocates. They will spread the word about your business not because you asked them to like a post, but because you treated them well.

The Real Engagement You Should Be Chasing
Instead of obsessing over social media engagement metrics, focus on engaging with your customers in meaningful ways. How can you improve their experience? How can you add value to their interactions with your brand? Think about their journey—from the first time they hear about your business to the moment they decide to make a purchase. Are you making it easy for them? Are you offering top-tier customer service at every touchpoint?

If you can nail customer service, social media engagement will come naturally. People will start to recommend your business. They will share their positive experiences online. They will become the followers and engaged customers you were chasing in the first place—but this time, it will be organic and authentic.

At the end of the day, customer service beats social media engagement every time. Likes and follows are great for visibility, but they do not pay the bills. Customers who feel valued, respected, and cared for are the ones who drive your business forward.

In November 2024, we reached out 1500 business and interviewed business experts to get insights from them on what it is like to do business in Nigeria, we documented our discoveries in the 2024 Caladium SME Report, here is an excerpt.

Scan the QR code to download the full report.

Warms regards,

Ayo Bankole Akintujoye

Caladium SME Convener