Not all Twitter followers are created equal.
Chasing large numbers for their own sake is a very dangerous game that a lot of brands still fall into, but unless you’re doing customer service there’s often no real point in following back everyone who follows you.
That isn’t to say that there’s no value in a large audience. Having a thousand people who really do like your brand and who talk about you has all sorts of benefits, from increasing lead potential to good old fashioned brand lift. Buzz really does count in many cases.
With this in mind, how do you sort the wheat from the chaff, and how do you make sure your important followers stick with you? I’ve been looking into the levels of churn on our own accounts recently, and thought it would be worth sharing my findings and start thinking about ways to address this…