Why do you follow brands on Twitter?

Tweet

[don't follow]
Image by [noone] via Flickr

Some brands are very successful on Twitter. They might be using it for customer service, to engage with customers or to discuss issues that they might be interested in. For many brands, Twitter is a great way for brands to engage directly with consumers, to learn what they are saying and to react and respond to this where relevant.

The question for many brands, though, is why would people want to engage with them on Twitter. In some instances this is clear. For example, when Twitter is being used as a servicing channel it is a way for customers to ask questions, complain or get support. In other instances it is less clear. And as with any social media strategy, it is critical that you think about why people will want to engage with you as much as why you want to engage with them.

When discussing this with clients and others recently, the question that always comes up is if brands should aim to gather a lot of followers on Twitter (as opposed to engaging a lot of people regardless of whether or not they follow you). And with this goes the question of whether brands are expected follow people back who follow them.

  •  
  •  
  •  
  •  
  •  
  •  


For social media agency support get in touch or follow us on Twitter.

4 Comments

  1. Danny Brown:

    Hey there Matt,

    For me, following brands (whether on Twitter, Facebook, YouTube or elsewhere) is two-fold.

    1. I like to watch how they transfer their offline persona online (if they’re not already a heavily web-oriented company). It’s interesting to see if they take the same success that’s made them who they are (open, personable, approachable) onto the social space. Funnily enough, a lot don’t, which makes me think they’re receiving poor advice from their strategy team.

    2. It’s just another way to see what they’re up to. ;-)

    And I wouldn’t Unfollow just because they don’t follow back. I follow on Twitter because I think you’re interesting and I can learn from you; reciprocal doesn’t come into it. :)

    Cheers!

    Danny.

  2. Graeme Fraser:

    Like Danny, I follow them to see what’s happening and to see how the act online (its a learning curve for all of us). I really don’t expect them to follow me back. However, I do expect them to respond to any queries I have, but then I only follow the brands that provide me with services I use everyday such as mobile, broadband and so forth, so my expectation are perhaps grounded in customer service.

  3. Why a museum is the UK’s top brand on Twitter | Social media agency London | FreshNetworks blog:

    [...] have been discussing recently why people follow brands on Twitter. With Twitter there is not necessarily a need for people to follow the brand in order to interact [...]

  4. Informing Tweets - Why a museum is the UK’s top brand on Twitter [13Jun10] | The Book:

    [...] have been discussing recently why people follow brands on Twitter. With Twitter there is not necessarily a need for people to follow the brand in order to interact [...]

Leave a comment