In all honesty, I am not an expert when it comes to operating a Twitter account. My skills lie primarily in marketing, writing, research and analysis. Before launching my own copywriting agency in September, I had never held an account with Twitter. That being said, I did have experience with providing short-term management cover for former colleagues.
140 Characters? Not a Problem
That experience taught me a lot. Basically, that I didn’t really know anything about Twitter. However, I did find it easy to write punchy tweets and not feel constrained by the limited character quota. In fact, I relished the challenge this presented. Much like when I craft written adverts for Google AdWords and LinkedIn.
Early Follower Growth Slows
After setting up a Twitter account for Prime Scripting, I started to follow relevant users to my business. Over the first few weeks, it didn’t take long to amass more than 70 followers. Admittedly, this growth has slowed somewhat (as of 4 December, the account has 88 followers).
The Problem with Businesses on Twitter
Now, 88 followers doesn’t seem particularly impressive after accumulating 70 in only a few weeks, and this is where the problem with Twitter for business resides. Over the past couple of months, my company account has definitely had more than 50 follows.
Follow Today, Un-Follow Tomorrow
However, these have been false follows, with users only doing so to benefit their own interests. Most seem to follow and then un-follow after only one day, which entirely defeats the connective purpose of the social media platform. Unless you’re a major celebrity or huge global brand, you can’t expect people to care about your Twitter presence when you have no interest in those of others.
Why Does this Happen?
Having read countless cursory articles on how to succeed on Twitter, I have come across one constantly offered piece of advice: Start un-following users when you become popular. The problem with giving this advice to the average user is that they follow it far too early, before they ever become popular.
How to Avoid Fickle Followers
When I look back in my email inbox over the various follows I received, I see a litany of accounts with only a few hundred followers. Sure enough, these are the accounts that no longer follow @PrimeScripting. Thankfully, though, I have a very simple strategy to avoid connecting with these users: Just wait.
Use Twitter Management Apps
To elaborate on that advice, revisit your new followers after a few days. By utilising a vetting process, you will have a clearer idea of whether or not they are genuine. Personally, I use Friend or Follow to clearly track the users connected with me, along with those that my account is not yet following. There are plenty of other options out there, so choose one that suits you.
Success is an Enduring Commitment
In summation, Twitter seems to have attracted fickle business users that simply follow and un-follow to become popular. These are the users that will fail, as they have no real desire to connect. For instance, you have to be sociable if you want to make friends at a party, and Twitter is one of the biggest social media parties in the world. I am not a Twitter expert, but at least know this much.
Keep checking back to the Prime Scripting Blog for more insights on marketing, social media and copywriting services. (Photo credit to petesimon)
By Mike Porter