For Twitter to be a success for your business, it needs to have proper management. You need to know your followers to get retweets, and gain traction. Traction is what makes Twitter marketing a success, contributing to your social media marketing efforts.
As with anything though, there are risks involved, and one of those is the risk of account suspension.
There’s probably many a person at risk of this, and sitting unaware of the issues their account may be facing.
The use of social media for business is huge. It’s beneficial as it offers real time interaction with customers.
It’s also a perfectly useful platform to use for lead generation. There’s many a new business relationship been formed on Twitter, and there will be thousands, if not millions to follow too.
The only way to see the real benefits of Twittering is to Tweet. That’s a given. You need to be spreading the word among your followers, but you also need to be cautious that you aren’t overcrowding people’s timelines.
A safe zone is to ensure that you aren’t tweeting, and retweeting all day long, or sending tweets every 10 minutes.
This will clog up your followers’ timeline. Some will view that as spam, while others may just get frustrated with the updates, if they aren’t relevant. Both will lead to unfollows.
Now on the subject of unfollows, this is natural. It’s par for the course on Twitter, but it’s also useful data that will help you with your Twitter campaigns.
To be the best you have to know your followers.
That means using Twitter for the purpose it was designed it was intended.
• Social interaction!
It’s not a place to be bombarding people with sales links, discount coupons etc. You’ll know how frustrating it can be walking down the high street, and you have those sales guys and surveyors chasing you around to get you to fill out questionnaires. “It’ll just be two minutes”, they’ll tell you. Then they’re hog-washing you for some type of subscription.
That same frustration faces those on Twitter.
It’s like going about the business you have to get done, and then a mass of sales reps bombard your timeline and you’re left wondering what the heck you were supposed to be doing in the first place.
When that happens on Twitter, the usual thing most people will do is reach for the unfollow link.
Here lies the problem…
You cannot usually mass unfollow your followers, regardless what type of relationship if any has been established.
This process is viewed as churning, breaches Twitter terms of service, and can lead to account termination. Fall into this trap and any efforts you’ve put into Twitter could crash and burn.
Not because you’ve been spamming but because you’ve mass unfollowed those who are following your timeline. As unfair as it seems, the rules are there for a reason. It’s to stop fake accounts, created by spammers spreading through the community, inflating followers, and reducing them fast to make the accounts appear popular.
You need to tread the field carefully, and you can do that with carefully constructed Twitter management. That needs to happen on a regular basis.
When you log onto Twitter, you should review your new followers, and the people who have dropped off by unfollowing.
You will have people following you through others retweeting your posts. That’s natural. But, when those people start to see your ongoing posts, they may then decide that your content isn’t what they were expecting, and then unfollow you.
All natural and not a problem
What’s not natural is to have a high following to follower ratio.
If you do, you’ll continue to have a low follower account. That’s because it raises red flags with real users.
There are programs, and outsourcing services around to boost the followers of new accounts. These are used for spam purposes.
Because people who tweet look at the ratio on new followers they will be more likely to follow someone who has approximately the same amount of followers to those they are following (Exception being large corporations, and celebrity profiles, which attract fans in the masses i.e @taylorswift13 with 1,970 – Tweets – 115 Following – 35,310,848 Followers or @CocaCola with 67k Following and just under 2M Followers).
Those profiles are the exception as when followers get that high, it’s impossible to build personal relationship with everyone of those people.
For small businesses that’s not going to happen though. A more realistic ratio would be something like 2.8K Following to 2.4K Followers or vice versa. That’s what a real user account overview would look like, and would establish trust with fellow Twitterers that the account has a real person behind it.
Why is it so important to nail that ratio?
That’s because two way communication can only happen when the two accounts are linked together. Otherwise, you’re only seeing the newsfeed, and are not able to interact via tweets and DM’s.
That raises the question as to why someone you’re following, would want to block access from direct messaging on Twitter. It shows that there’s no real relationships established.
Twitter is all about reciprocation.
You follow someone and they follow you back. Two-way communication begins and relationships are formed.
If you’re only following, you’re not conversing, and if you are, you’re speaking to yourself. It’s a waste of time, as your message isn’t being received by the mass audience reach you have, when used effectively. Understandably, to engage with users is going to take time. It’s also going to take time for you to ensure that your followers are real, and that you’re only following the timelines of those you are interested in forming a relationship with you.
It can be easy to get wrapped up in the popularity contest that happens on Twitter, but that is not what leads to success. Even a following of a hundred people can yield good returns, when managed efficiently.Timely and relevant tweets that engage your followers will open conversation.
When that conversation opens, you can’t leave people hanging. You wouldn’t walk up to someone in the street, start a conversation, only to walk away before the other person got a chance to respond.
That’s what it feels like to people on Twitter when they send a tweet or a retweet, post a response, and hear nothing back.
It’s a one-way conversation that’s achieved nothing but waste the users time.
You need to be interacting to build relationships, and those can often lead to fresh leads to your business.
Due to the time constraints on managing everything on Twitter, and ensuring user engagement, and real followers versus bots, Twitter management services can be a tremendous help to expand your reach on the platform.
It leads to better communication, real time engagement, real statistics, and a healthy following to follower ratio, when the management is able to identify real users to follow back and which ones really need to be unfollowed, or requests ignored, or even blocked.
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