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Target Twitter followers using a theory of everyone

Well, as you all know who read this blog, I am Cluetrainian. This means I put more trust in the value and impact of the online influencer long tail than I do in the impact of the couple-dozen top-influencers that most social media consultants and digital PR teams recommend. This is the Internet, an efficient platform allowing easy access to what’s called the network effect: the value of your social network is dependent on the number of others using it.  While it may well be important to have the top-100  influencers on any particular topic following you on Twitter or Facebook, it is not essential.  You can make up for it by attracting, retaining, and activating everyone else as well. This means I believe that anyone who shares her time, talent, and experience online is an important online influencer and potential brand ambassador for my clients.

How do you get lots and lots of people to follow your brand? Don’t know where to start?  Firstly, make sure you share your Twitter and Facebook information everywhere your brand exists in the real world or in cyberia. You could spend months and months developing these lists and groups of followers, encouraging folks to RT your content and so forth.

A Rolodex file used in the 1970s.
Image via Wikipedia

Of course, you can always buy loads and loads of Twitter followers, popping you from your current 2,500 to 25,000 within a month. Yes, I said it. You can buy tens and hundreds of thousands of followers both on Twitter and on Facebook. But, I will tell you now that the followers are generally spammy, poorly-targeted, and they often bail the moment they decide you’re unworthy.

I know for a fact that there’s a guy in Brazil who will hook you up with thousands of Brazilian tweeters almost immediately for a fee. There are dozens of folks who do it and you just need to do a little searching on Google to find them all. That’s somewhere to start. Once you’ve bought your online friends — lots and lots of them — you have to deliver the je ne sais quois to keep them.

Mind you, just because you’re cheating with the acquisition doesn’t mean you’re out of the woods.  There’s still a lot of hard work. If you suck, are salesy, don’t tweet or post very often, are selfish, don’t play games or bait conversation, don’t give til it hurts — all the hard work you should have been doing with your small cadre of top-influencers — even all of these thousands of purchased followers will start unfollowing you almost immediately.

You had them until you lost them.

It is sort of like being the opening act to U2: you might have 30,000 folks who didn’t come to see you who are there to see Bono, so there’s no guarantee that they’ll ever buy your album. There’s every reason they should but you really could make a mess of it — if they don’t, it is your fault as they were your customers to lose. Same thing with buying followers and likes. If the targeting is completely off, if you suck as a host, or if you’re boring or rude, they’re gone — at least the real ones are.

Stated simply, the state of the art in social media is still bespoke, based on old models of public relations where each particular PR agent has a Rolodex and that card represents years and years of personal relationships. Very precious and personal connections, formed and tempered over time, built on trust.

And, this very same framework has been mapped directly into social media where many agencies and companies spend all of their time taking their current 25 mainstream media contacts and 25 social media contacts to dinners at Morton’s. There’s not enough budget or time to prospect much further or deeper than that.

Which is a sincere pity.

How can one take an old PR model that only concerns itself with an easy-to-manage elite core of gate-keeping journalists, publishers, and broadcasters and map that onto a new media model? A model that could potentially include anyone and everyone who should decide to commit to starting blogging. Producing content for online consumption, resulting in becoming an online influencer. It’s the circle of success.

In this theory of everyone, in this theory of long-tail digital PR outreach and engagement, it is essential to find viable ways of 1) discovering everyone — because there are potentially a lot of people that show up in your net when you’re being inclusive and indiscriminate 2) keeping up — because the amount of engagement explodes when you go from a few thousand to tens-of-thousands, be it curating comments, unfollowing and blocking spammers, checking your direct message inbox for relevant and timely requests or queries, and judiciously checking for retweets, @replies, and mentions and engaging them appropriately and in a timely manner.

Finally, don’t forget to thank everyone online who helps you no matter how “small” because if you choose to use a theory of everyone in your social media strategy, you can’t only be polite, kind, generous, and patient to the celebrities, you need to be kind and responsive to everyone, all the time.

Feel free to email me at chris@gerr.is or call me at +1 202-351-1235

Learn more about Chris Abraham at Gerris digital.

Chris Abraham

Chris Abraham

Chris Abraham, digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, Wikipedia curationsocial media strategy, and online public relations with a focus on blogger outreachinfluencer engagement, and Internet crisis response, with the digital PR and social media marketing agency Gerris digital. [Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call with me] A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and adviser to the industries' leading firms. Chris Abraham specializes in web technologies, including content marketing, online collaboration, blogging, and consumer generated media.  Chris Abraham was named a Top 50 Social Media Power Influencer by Forbes, #1 PR2.0 Influencer by Traackr, and top-10 social media influencers by Marketwire; and, for what it’s worth, Chris has a Klout of 79 the last time he looked. Chris Abraham started doing web development back in 1994, SEO in 1998, blogging in 1999, influencer engagement in 2003, social media strategy in 2005, blogger outreach in 2006, and Wikipedia curation in 2007. Feel free to self-schedule a 15-minute call, a 30-minute call, or a 60-minute call. If you want to know the services that Chris offers check out Services If you want to work with Chris use the Contact Form You're welcome to follow me via Social Media You can learn more about Chris over in About Chris writes a lot so check out the Blog Chris offers webinars so check Events

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