GoKawiilPonte Firm's Shana Davis-Ross: engagement, not follower count, drives social sales
At an Entrepreneur virtual event, Shana Davis-Ross, founder and CEO of talent management agency Ponte Firm, said follower counts are a poor measure of social media success and urged creators to focus instead on engagement, conversations and conversions. She noted viral content doesn't always translate into sales, and that smaller, highly engaged audiences can outperform larger passive ones.