Recently we had a lively conversation in the comments section of our post “Will Big Business Ruin Twitter”.
The discussion centered around whether big business involvement in Twitter, and using it as a main channel for advertising and marketing, would cheapen the experience for Twitter users.
The common thought was that as long as Twitter continues with the follow or unfollow feature, big business wouldn’t change the experience for most because we have the option to unfollow them, or essentially not listen to their advertisements.
Customers Follow and Unfollow
Something all business owners should glean from this conversation is the idea that a follow/unfollow culture does not only exists on Twitter. Every day your customers are trying to decide whether they should follow or unfollow you. If your product, service, or message is not resonating with your customers they will stop following…plain and simple!
We are already inundated with advertising and marketing messages. Some estimates are that the typical person sees 5,000 advertising messages per day. And we are getting better and better as consumers at diverting those messages.
We now have the ability to fast forward our DVR through the commercials. XM and Sirius radio have made radio advertising optional. We can easily flip past magazine and newspaper ads, and as our conversation pointed out we can easily filter social media advertising.
With so many options available to the consumer to “skip the ads”, business owners can forget that we live in a follow/unfollow world.
Key Takeaway
If your message is unclear. If you’re coming across as pushy or self serving. Or if your message is not hitting your target market, your customer will choose to “not follow you”. Remember, Twitter is not the only follow/unfollow community.
Do you have a strategy to ensure your company won’t be unfollowed?
Photo credit: Robutrix
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Cool analogy. I think that’s a great way to look at advertising. You’re forming a friendship of sorts with your customers, and you always have to be thinking about what you’re doing to attract and engage them.
@Matt
Exactly. Relationship building doesn’t just happen at networking events, it happens every time you interact with a customer. They are always thinking “follow of unfollow”
Happy Holidays
Matt
Nowadays more than ever I’m inclined to do business with individuals rather than companies–that is, when I feel like I have a relationship (even if one-directional from them to me) with individuals within a company, rather than a company that seems like a … I don’t know, machine. Not sure if that makes any sense, but I like to feel as though companies are actually made up of real people. If that doesn’t come across, it turns me off.
@Deb
Absolutely…I will pay a little more, or drive a little farther to do business with PEOPLE I like or have a connection with. That is a deferientiator small business can use to get the advantage on “faceless” corporations.
Matt