A few weeks ago I tasked the team to pay closer attention to the community we have developed on Twitter. The goal was to see if being more engaged with our community would drive more fans and followers. It seems like common sense but I wanted to test it out just to make sure the extra time spent would result in an increase.
I’ll be the first to say that the number of followers you have is not the most important metric. In fact companies that think that numbers are the most important metric, miss the point of what social media is all about. The metric should be based around the amount of engagement you have, times you are mentioned and the influence you gain through that engagement. Of course, its a chicken vs. egg conversation in some aspects. You need to increase the number of people following you, just like a business needs to build their customer base but there is no point to either if you can’t stay engaged with them and get to know them as people and not contacts. Thankfully we have a fairly engaged community on Twitter that shares our content and also sings our praises. Tweets like this give me a warm feeling that we are doing something great in the Social CRM and sales productivity world.
We appreciate all of our fans and do our best to stay engaged with them but we made a decision that no fan or mention of InsideView gets overlooked and instead of engaging with 80% of the people who follow us, we wanted to get 100% engagement across the board.
It’s a bit easier to do when you have the help of a great team that believes that the goal and results will pay off. I wanted to share with you what we found. The company Twitter profile for InsideView was growing steady with about 5-10 new followers a day. Not bad since the people who were following InsideView were within our space and not a bunch of random people or bots.
Engagement has a massive effect on growing a Twitter Following
Then something wonderful happened within a few days of execution. Instead of gaining the 5-10 followers that we had typically seen, we had a spike of over 50 in just one day. I had to check the reports a couple times because I just didn’t believe it. Nothing had changed. There was no new content outside of the regular blog posts and other updates shared. The only difference was the fact that we spent the time to engage with EVERYONE that followed or mentioned us.
Sure it could have been a one time occurrence and then nothing to be overly impressed with. As we continued to spend the time to make sure no follower, person who mentioned us or shared our content we saw the numbers stay strong. After just a couple of weeks we have a stronger position of our social media strategy, one that shifts the focus of our presence on Twitter from sharing content as the goal, to one that focus on more engagement with our growing community.