Social Media Management
Making the Painful Painless
Conventional wisdom has it that the best way to grow your Twitter base is to follow a Leader's followers. After a set time, UnFollow whoever doesn't follow you back. The logic is that the Leader targeted his/her Followers. So, you are getting targeted followers too.
How's that again? What tells us that the Leader had a targeted following to start with?
Targeting by following an untargeted list is buckshot at best, and a waste of time at worst.
Is there a better way?
I think so.
Twitter is The Perfect Promotion Platform
Twitter has the size and the user login frequency to rival Facebook for reach. It’s also much easier to use once you understand what it is and what it does. It doesn't impose restrictions on who you can follow and who you can reach.
It has an amazing API to support what I wanted to get done. It has a fantastic, free Analytics Suite built right in.
It outputs data that is easy to slice, dice and analyse. It's built around a hashtag system that allows us to auto-feed other platforms.
I built around Twitter.
The Perfect System – What it looks like
It isn’t enough to get a big following. Don’t get me wrong. I want a big following. All else being equal, bigger is better.
The trick is in the “all else being equal” part.
- I wanted a following of active people. One daily-use follower is worth 30 monthly-use followers.
- I wanted a real targeted following. I needed proof that they were interested in what I offer.
- I wanted an engaged following. Engaged people re-tweet a lot! That multiplies reach.
- It should be easy to schedule tweets in different ways. Those scheduled tweets had to have images. Text-only tweets aren't worth the paper they're written on. And, they aren't written on paper at all.
So now I knew what I wanted. How do I get it?
I fell back to my marketing roots. I started with the Influencer Marketing concept. That part of the conventional wisdom I couldn’t knock down.
I did question how I could measure just how influential an Influencer is. After all, if I base a system on someone being Influential, it’s important that they really are.
That brought me to thinking about Big Data.
Those two concepts led me to my AHA! moment.
How The System Works and Works Well
We start by selecting a set of Influential Twitter accounts together. We then measure how much tweet activity they generate, directly and indirectly.
We compare the findings to what is required to pull an account along. We add or remove Influencers as needed.
You see, we never follow people who just follow Influencers. They could be anybody. That's part of Twitter's beauty, and it's pain.
We don’t follow people the Influencers follow either. Doing that is a waste of time.
Heck, we don’t even blindly follow people who follow us!
People have to prove to us that we should follow them. Following an Influencer isn’t enough.
Remember the three things I wanted from my following, Activity, Proof of Interest, and Engagement.
That’s what we aim for.
- We follow the most active.
- We follow the most interested based on what they tweet, mention, and retweet.
- We follow the most engaged because they are tweeting, mentioning, and re-tweeting about the subjects we care about.
That makes for a targeted following!
That also takes a ton of processing power and storage requirements.
I routinely wipe out data that is over 90 days old. Over the last 3 months, I have:
- Collected, analysed, and sifted through 49,770 user profiles.
- I sifted through 47,341 mentions.
- I analysed 101,870 retweets.
- I weighed 22,728 hash tags.
- I tracked 16,493 URLs.
- I caught and blacklisted 2,833 accounts engaged in pornography, spamming, or hate.
That’s just for the system running on my account. Some client accounts are busier. The gist is that The System does things that are very difficult, or even impossible, to do any other way. It does them in the background.
It lets me know what to do and when.
The System is now open to limited subscription.
This system is powerful and effective. The downside is that it's also a tad pricey to run.
Subscription, including tweet-scheduling, is for an initial period of one year and two weeks. The first two weeks are strictly for data collection and optimization. The introductory, per-account price is U$99.99 per month, U$999.99 when paid annually.
Initial set-up is U$99.99 in either case.
It would take you an hour a day to build an untargeted following. How much are 22 hours a month worth? How much more are they worth if the following is targeted? How much is an automated tweet scheduling system? How much is a multi-platform system worth?
This is not an out-of-the-box thing. Please complete this form and I'll call you to answer any questions you may have.