One small but important aspect of social media management is branding. But you knew that.
When I get a new account for social media management, the first thing I do is clean house on the “Following” section of their Twitter profile.
Once upon a time, in a galaxy far, far away (let’s call it 2011), a marketing expert deemed that brands on Twitter needed to follow as many people as possible in order to get followers themselves.
I’m going to play a NOPE card on that one in 2016 (if you don’t get the reference, click here). Here’s why:
- The simplest reason? It looks unprofessional and spammy.
2. Who you follow on Twitter should tell a story about your brand. Brewery? Follow other breweries. Boutique? Follow the accounts of the products you sell.
3. Who you follow should also be targeted. Use the Search tool to look for users tweeting about your product or service. Then, use the network to drive sales.
That being said, following a random account on Twitter doesn’t give that user the warm fuzzies — engaging with them does. Instead of following them, send them a tweet letting them know that you’re interested in them.
If you are taking the following route, Mashable offers some tips as to why people might not be following you back.