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January 31st, 2010

Influencing through Engagement

A couple of days ago, i signed on to Twit Cleaner and took them up on their offer to look through my Twitter account and tell me the good, the bad and the ugly of who I'm following. I was surprised by the results.

Prior to Twit Cleaner, i was following close to 1500 people and just over 1300 people were following me. I still don't know what the overlap is between the two, because that's not what Twit Cleaner is set up to do. Twit Cleaner instead lumps followers into three categories: Dodgy behaviour; no activity in the last month; and accounts that ignore you.

In my case, Twit Cleaner identified 8.8% of my accounts as being dodgy (people trying to sell you crap or linking to the same link perpetually); 2.9% as having no activity in the last month; and 8.4% of accounts that ignored me.

I understood the category of not tweeting in the last month, because many in this group Iknew personally, and i know they signed up for Twitter but then didn't do anything with it. They had fewer than 10 Tweets ever, so I didn't worry about them because maybe one day the mood will grab them and they'll get hooked into the medium, just like me.

The dodgy people were also pretty benign -- i just unfollowed the majority of them on the spot.

It was the last group that really got my goat -- probably an ego thing if I'm totally honest.One subgroup among the people ignoring me were accounts that don't interact with anyone. Broadcasters really. And some really were broadcasters like Breaking News and CKNW. Other broadcasters were in the next category of hardly following anyone back -- like Newsweek, CBC News, USA Today, and others. I'm OK if they ignore me because i didn't really expect anything else, and I can always comment directly on their posts if I really have something burning to say.

What i was surprised about, however, was who else was on the list of not interacting with anyone. The Premier of my province, for example, Gordon Campbell made this list, as did environmentalist Tzeporah Berman and the digital SVP from my company, Phil Gomes.

Sorry guys, i don't get it. Which part of social media are you having difficulty with? Why are you even on Twitter if you're not willing to engage with anyone. Who is giving you advice, because frankly, it's bad. In my view, it's a big #fail.

I was also surprised by some of the accounts that made it into "hardly following anyone" -- accounts that follow back less than 10% of followers. CPRS Vancouver -- the Canadian Public Relations Society  -- are you kidding me? Marketing Magazine. Shame on you. Tourism BC. You should know better.

Thanks to Twit Cleaner, i am now following about 100 fewer than i was yesterday -- leaving me room to follow people who actually want to engage and be part of a multi-way conversation.

Check out Twit Cleaner and see who is really engaged with you. And let me know if you're surprised by the results.


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Comments:

Drew Snider

February 1st, 2010 7:27 am ET

Oddly enough, the ones that really bug me are the ones who use Twitter for what was, apparently, the original purpose: answering the question "What are you doing?" No, I DON'T want to know that so-and-so is in the lineup at Foonman's in Albuquerque. I do appreciate getting heads-up's from broadcasters about breaking stories -- especially since we at the BC Electric Railway Company use Twitter ourselves to alert the media and the general public to an item of interest (a news release or a traffic/service situation). But (if I read you correctly) the big thing to me is knowing that one is engaged with someone else via Twitter. I enjoy the twitcons (Twitter Conversations? Is that a term yet?) with people across the continent. The thought that the Preem or Oprah might actually Tweet me back gives a bit of a thrill ... but if they're just on Twitter to get their faces in front of the public, then it's time to un-follow. ("If some heavy-hitter/Won't follow your Twitter/Un-follow" - sung to the tune of "Try To Remember" from The Fantasticks.) Thank you.

Lesley Chang

February 1st, 2010 8:58 am ET

Unfortunately, the way the metrics work for attaining "Twitter celebrity status" (and there is such a thing) is if you have a high amount of followers and you follow a very low number of people. For instance, if you look at @Mashable, he has close to 2 million followers but are only following 1/10th of that back. Does this mean @Mashable is horrible at engagement? I sure hope not. You don't have to follow every follower to engage or influence. You could have an account like @BarackObama and follow every person back, but that's not true engagement. It might make you feel good that the President of the United States followed you back, but that doesn't mean he (or rather, his team) is going to respond to your tweets. And yes, certain corporations, non profits and companies need to work on engagement - I understand that. The BC corps listed above are guilty of non-engagement and my best guess is that they don't have a proper long term social media plan in place for that. Wish I could step in and offer them one!

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