I was recently down in Melbourne giving a keynote on the future of social media for Open Connections. In the much-anticipated networking drinks I was asked a question I've heard several times before - "How do I get more followers on Twitter?"
This type of thinking usually shows a misunderstanding as to what Twitter is all about, but there are two solutions to this simple problem:
1) Pay for them.
2) Talk to them.
There are plenty of services out there that will spill 1000's of followers onto your account for a fee. Why anyone would want to do this is beyond me, unless your customers are lifeless server racks somewhere off the coast of Sri Lanka.
Twitter is a tool for connection and conversation. And conversation is part talking, part listening. Spam is not a form of communication, so don't treat Twitter like a soapbox for shouting. Find the niche your brand already fits into, listen in to the conversations taking place, then start offering unique, useful and genuine solutions/comments/ideas. This is no place to force-feed the company line, which is why many brands feel hesitant to engage with customers on Twitter.
You want quality followers, not a mass quantity of followers. It's better to have one follower who might buy your products than a million followers who never will.
Today, this "Quantity Vs Quality" concept has been rewritten for the social media landscape as "Popularity Vs Influence". Where you stand in regards to influencing people's opinions and habits is much more powerful than how many people you're connected to. Being a key influencer is really the goal of every social media manager in any organisation.
So if you're worried you're not performing on Twitter due to a lack of followers, do not be disheartened. So long as you've built a following through engaging and responsive conversation with customers you're in a far more influential space than those who have paid for pointless popularity.
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