Brands: Twitter Followers Are Consumers, Not Arbitrary Numbers


I follow a lot of brands on Twitter like many of you. Some I get introduced to on Twitter and others I follow because I like and purchase their products. That said, there is nothing more disappointing to me in social media than following a brand that I give my hard-earned money to and then they don’t follow me back on Twitter. Hate that!

Question: Am I being overly sensitive?

I don’t think so. In fact, I have actually changed my buying habits because some brands don’t follow me back on Twitter. My course of action, therefore, is to look for their competitor and buy a competing product. It’s harsh, I know. But it’s how I make a lot of my buying decisions these days.

In my estimation, a company’s online presence, no matter where it may be, whether it’s their blog, Twitter, Facebook, or their web site, should cater to me as either a current or potential customer; no questions asked. And if a brand doesn’t understand social media and how to use it effectively, well, then that’s certainly not my fault.

I believe if a brand does not follow me back on Twitter, it signals that they don’t value me as a customer. More brands need to understand how to effectively use the medium. Making a connection with as many consumers as possible and not ignoring them is arguably the first step.

I honestly believe that many brands still fail to comprehend that followers aren’t arbitrary numbers floating on a screen to be grown and bragged about in marketing meetings. Rather, a brand’s follower count is comprised of individuals who can choose to buy their product or go elsewhere. Twitter typically gets boiled down to numbers (followers, following, lists), but behind every number is a person and that person wants to engage with the companies and brands they like.

As a digital mom, I am making more and more of my purchasing decisions based on what I see from companies online. The way in which they conduct their online outreach speaks volumes about how they value moms in general and me in particular.

For big brands, I understand it is difficult to reach out to every consumer on Twitter and Facebook, but the companies that make it a high priority to bend over backward for as many customers as possible are the ones who will excel in this fast-paced, social media-saturated digital world.

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