By Mel Brooks
If you’re on Twitter purely in your personal capacity and for fun, the above question is irrelevant. Your personal “follow back” policy is entirely your choice.
For businesses, though, the matter is entirely different.
Most businesses, particularly large companies, do not follow back those who follow them. This represents a wasted opportunity – the opportunity to listen to the market. Much is made by marketing specialists of the need to listen to customers.
While following back thousands of followers may seem to be unnecessary as it is impossible to read all the tweets on a timeline, it is possible to view a sample of tweets regularly. In so doing, it is then possible to get a feel for the market.
It is also important to understand that by following back one is showing respect to customers. The effect that this could have is an important consideration. By following existing and potential customers, an organisation is saying: “We value you; we want to hear you; you are important to us”. Frankly, it can be construed as arrogant not to return a follow.
Large corporates are also largely guilty of tweeting a constant stream of commercial messages about their products. Who would listen to a radio station that broadcasts only commercials? In this regard read: Social Media: Content is King.
Tweet-schedulers also need to be used with caution. Their use can be obvious to followers and they risk removing the “social”’ element from social media. While they represent an opportunity for cost reduction and assist enormously in managing the time-consuming aspect of running an effective Twitter account, they can reduce the effectiveness of the medium. To get a return it is
always best to apply real resources to the medium. Twitter is about relationships and we all know that, to succeed, relationships take real work.
A South African business that is getting this right is Nedbank. Not only does the company follow back its followers, but it is responsive and interactive too.
You should never remove the human element of social media.
What are your thoughts on following back Twitter followers? Do you like it when someone follows you or follows you back?
Economist, data scientist, communicator and fascinated by the world around us.