I was listening to Kiss108, a popular radio station here in the Boston area, on my way home today and heard an announcement regarding their Twitter account. The announcement went like this:
Follow Kiss108 on Twitter. We follow back.
That’s it.
Now I recognize they may not have allocated sufficient advertising time to promote the Twitter account to listeners or may have inserted this between songs and commercials as filler, but this is no strategy to win followers.
‘We follow back’ does nothing for me. Does it do anything for you?
Perhaps if you are playing the never-ending numbers game that has become so widely popular in social media and are just trying to get your follower number up, this would appeal to you. But for those of you like me, who seek value in their stream and the people they follow, this does nothing.
Asking for followers with the promise to ‘follow back’ is not a strategy. This is NOT how we should be using Twitter or promoting ourselves and our brands on the social channel.
Is Kiss108 playing the numbers game? Where is the value in following them? This is what I want to know!
Do followers get first access to tickets for major events sponsored by the station? As a follower, do I get the opportunity to interact with the DJs?
Kiss108 is not answering the most obvious question that people like me would ask; what’s in it for me?
Providing the value up-front is a strategy.
Setting my expectations as a follower and a fan is a strategy.
Delivering value that returns followers organically to you is a strategy.
Interacting with people tweeting about topics complimentary to your business is a strategy.
Granting exclusive offers and incentives to followers is a strategy.
Promising a ‘follow back’ in exchange for a follow is not.
If you are following or asking for a follow with the promise or intent to gain a follow back, I urge you to stop. There is way more value to be had with Twitter and it has nothing to do with how many people you follow or how many are following you.
What do you think?
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