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Strategy for Managing Followers on Twitter

One of the common use cases of marketing on Twitter is its usefulness as a channel for lead generation. Getting to that critical mass, which can be an asset to a company, is any marketers dream, be it traditional channel of marketing or social media.

In this article, let us evaluate a strategy to classify followers on Twitter and identify critical mass, along with appropriate actions. It goes without saying, the starting step for this strategy on twitter is to Listen, Understand,Categorize. And Repeat.

The picture below illustrates how followers can be classified on two dimensions: Involvement and Interest*

Classify Followers on two dimensions: Involvement and Interest

Classify Followers on two dimensions: Involvement and Interest

  1. Low Interest and Active – These are the followers who talk in varied topics, not all of which are related to your topic of interest. At the same time these followers are very active on twitter. The strategy that will work here is to Nurture them; educate them in the area of your expertise. The goal will be to move this set to “high interest” zone.
  2. High Interest and Passive – These are the followers who talk about topics that match your areas of interest. But, they are not very active. The strategy with this group will be to Engage them. Ask questions and give replies on a continuous basis. The goal will be to move them to “Active” zone.
  3. High Interest and Active – This is the absolutely desirable group to have.  Not only do they speak your language, but they do so often. It is this segment where you will find your influencers and promoters.  And most active users are not necessarily neutral.If you do not quickly Convert them, remember your competitors might get them and they can soon become detractors for you.
  4. Low Interest and Passive – These are those followers you probably got using the “Increase Follower” tool.  They are not interested in what you have to say, nor do they care, as they are passive. The best strategy is to not spend much time on this group. Try engaging and nurturing – if the users do not move to either “active” or “high interest” zone – Ignore them.

* SentimentNow(TM) technology of ObjectiveMarketer can actually show mapping of your and your audience’ similarity of interests.

This is a simple strategy, but will be very effective when marketers are planning their campaigns and evaluating the strength of their target audience on Twitter. Identifying the influencers is key strategy to a successful Viral Campaign on Twitter.

It would be interesting to get more views on this topic.

On Twitter: Building Audience of Interest

Targeting is one of the most basic fundamentals of marketing.

Email Marketers know very well the impact of sending emails that are not crafted or intended for the recipient.  In Email world, you fear being called spammers – repeatedly doing so will lead ISPs to blacklist you.  In twitter world, things are no different. I think, the picture below explains it all.

Spammers are highly Avoidable

Spammers are highly Avoidable

Quantity or Quality?

A third party twitter tool recently launched a technique which randomly shows 20 users who you are made to follow and as a good karma, the tool next puts your name in the list of 20 users who others will follow. This will continue and it seems in few days you will have a large number of followers. Sure, but unless you are in the number game, increasing your followership randomly makes no sense. Remember, there is a threshold for experimenting. It is now time to get strategic!

So, who is your Audience of Interest and How do you build it?

Anyone, who is actively involved in topics that match your areas of expertise or interest.  For example, if you are an online surfing board seller, you will like to have users whose interests are in surfing or adventure sports, travel etc. The most common way to find users with similar interest is twitter search. But, it has the following two issues:

  1. Lack of Context – In the above example, if you search for surfing, you are clearly not interested in Web Surfing, which the search will return. How do you get to the level of context?
  2. Lack of Applicability – Search typically returns a large number of results, especially if the topic is very popular. How do you make make sure that your purpose of following these users of interest is efficient

With ObjectiveMarketer, let us try running the same scenario. So, as an online Surfing Board seller, this is how you can get a qualified audience of interest, the right way:

  1. Create search, say, “Surfing”
  2. View Results – [daily/ weekly trend by topic/user, ReTweet stats, Topic Clouds]
  3. From Topic Cloud, choose the context – say beach or hawaai. Avoid “web”.
  4. Now, you have list of users who are talking about “Surfing” and “Beach” – You have the right context
  5. You can “Follow All” the users in one go Or one-at-a-time- You have  applicability
  6. Since, the search is saved and it keeps collecting data-You have continuous list growth

Start building Audience of Interest and not Followers.

Categories: Follower Management