What good is 300,000 facebook friends, or a viral video viewed by 3 billion people if only a fraction of those people are actually interested in what you have to share with them or sell to them? The answer is, not much. Rather than aiming for a large broadcast audience, rather than taking a broadcast approach to participatory media, those of us without the money or other resources to spread our message far and wide need to be more strategic than that. Those brands that have grown a movement have tapped into just these principles. For this reason, smaller organizations, artists, or individuals probably don’t gain much by focusing on dramatically increasin follower counts over a short amount of time. This type of activity takes too much time, energy and money that could be better spent on actually growing a small business. Instead, for most of us, it’s better to have 3000 of the right followers- people who are most likely to convert.