Balancing quality and quantity in listening and conversation.
Is it what’s tweeted? How often? The links? Referrals? The number of existing followers? Are YOU follow-worthy? Why? Or why not?
That was the inquiry I recently posted on the discussion boards of some groups on Linked In.
As for my perspective, follow-worthiness on Twitter relates to the balance of quality and quantity in listening and conversation. Instead of searching a topic or brand in Google, Yahoo! or blog search engines, Twitter reveals real-time conversations taking place in a variety of contexts across popular communities related to a topic or brand.
Conversations represent not only a reflection of current perception but also an opportunity to shape how that perception evolves. We learn from those experiences, observe new perspectives, insight and feedback and assess the dialogue to shape future participation.
Sure, plenty of garbage is out there in the Twitterverse. But you choose what to share and what to watch, read and listen to. When tweeting, the key is to contribute relevance. Followers are earned because you are sharing updates and information that spark responses and stimulate bigger and more relevant conversations.
I follow 36 on Twitter and I am followed by 51 @FeliciaGriffin1. I believe there’s a two-way relationship value proposition in this, not a popularity contest. The number of people befriending and being befriended is growing because of the value being received from participation in active, informative and value-driven communities.
Here’s a roundup of other insights and perspectives.
From Esther Angell, Marketing Supervisor at Enventure Global Technology:
“Twittering is a unique way to connect with people on a consistent basis but is all about interest. That can either be someone/thing I’m interested in (such as a musician, CEO, product, movie, etc.) or someone that I find interesting (random facts, interesting conversation, humor, etc.). As a new user, I’m finding it facinating how often some groups Twit and some don’t. For instance, a radio station lets dj’s send out regular messages. CNN only sends out one a day (at the most). Frankly, I’m more interested in getting them from CNN. As a marketing professional, the question really goes back to “who is my audience” and what do they think is interesting?”
From Lisa Radin, President at Radin Consulting:
Depends on need. Talk between friends (kids don’t use phones – talking is ’stupid’ from texting to IM to tweet); looking for a job (finding influential folks); complaining; boredom; wanting to have voice heard. Want to be follow-worthy – but who knows? Think most people want to be followed — cultural norm of wanting to feel important – having a voice. I follow brands interested in – wanting to know ‘what’s up”; business pioneers/trendsetters – keeping abreast of inights – that’s my bag. Not following recipes – don’t want to cook – don’t follow sports – Cubs not winning. Is it news that regular folks like to align with bigger, more popular folks. Popularity has been the game since grammar school. Who’s hanging out with whom? Are we going back and not forward?
From Nikki Jackson, Public Relations, Social Media Strategist & International Communications Professional:
It’s kinda chaotic right now. I like links…. content! I want to learn something new, interesting. Also tweet social media tips from events.
From Tim Lloyd, Publisher and Account Director:
I agree with Nikki – tweets have to offer some form of value. A link, an announcement, a preview, or good old-fashioned news.
Depends on what you wish to gain or utilize Twitter for. For me, it’s a hybrid of “keeping abreast with industry changes” and “developing business relationships”, so I follow a mix of like-minded professionals and those in industries we’ve had success with.
From Jonathan Reasa, Business Development Manager:
Links to articles or tidbits of info that fall into either or both categories are what I generally look for (and general updates on current events I won’t ignore either). I don’t really care about what you ate for dinner or where you’re partying on Friday night; Facebook and other outlets are my “purely social” gathering points.
From Sadie Spooner, Marketing Management Student:
I joined Twitter in March, have updated 3 times and have 2 followers- the only 2 people I know who are actually on Twitter (it really isn’t very popular with students where I’m from).
However, I am following Stephen Fry because he updates regularly with interesting and often very funny links (and I would recommend any Stephen Fry fan on Twitter to do the same!).
I am also following some owners of PR and marketing agencies who I admire, because they update fairly regularly with how their projects are going and what’s next on their agenda, and it’s proving a really useful insight into an industry that I haven’t yet experienced.
There’s a marketing student’s perspective!
From Stephanie Conner, President at Active Voice Communications, LLC:
Like most things, I’m sure it depends on the person. But for my time, I follow people who tweet interesting (or amusing) things, people who make sense and share links I might not otherwise be exposed to. I typically follow people in my industry and those in my local area.
I avoid those who tweet about their every move (“Standing in line at Sbux,” “Just drank a venti coffee,” “Going to a meeting”), and I often un-follow those who tweet too frequently throughout the day. (No one is THAT interesting.)
Would be curious to hear what others say! In the meantime, feel free to follow me @TheActiveVoice, and feel free to un-follow me if I’m not follow-worthy. 
From Toby Ward, CEO at Prescient Digital Media:
Short headlines with links to well-written posts or articles with supporting evidence, and hash tags. Here’s a couple of my recent ones):
Like any business, an intranet without a #strategy is an #intranet looking to die http://tinyurl.com/q6khsb
#Bing Maps search has a spectacular “bird’s eye” view option when viewing results http://www.bing.com/maps/
Am I follow worthy? Well, beauty is in the eye of the beholder. I don’t actively seek followers like many of the people that I see (a tell-tale sign of someone who is seeking out followers just for the sake of getting followers is someone who follows more than they have following them… or thereabouts). I Tweet what I want (mostly communications technology, but some current events and the occasional sports tweet) and let the followers choose to follow or not.
@tobyward
From Howard Wilkinson, Owner, Petrie Fine Foods:
As Stephanie suggests some people seem to see Twitter as a modern day MLM exercise, perhaps they are using it for broadcasting.
Others are using it for dynamic listening and and co sharing .often worth following specialists in ones own fields of interest ,and in my opinion, crucially contributing as per this comment
Thirdly Twitter is useful in that it allows following.blocking and dropping perhaps strongly different views to you own …a mental challenger
The 20/80 rule applies but in fact it may be 5/95 ie used selectively it can provide for highly valuable mental refreshment and represents excellent ROI
Seemingly a small group of internationally based individuals think my rural based ,animal and wind power related observations have some value
Check out (howardfarm) and my apologies for any potential message duplication
Hope to meet you again on Twitter
From Toby Ward, CEO at Prescient Digital Media:
A recent study showed that 10% of Tweeple are responsible for 90% of the activity. I have 635 followers, and have posted 1,365 Tweets. I think that qualifies me for the top 1% of most active users but I don’t remember the 10% threshold number.
From Howard Wilkinson, Owner, Petrie Fine Foods:
what may be worth reflecting on is level of activity vs value of activity ..the pareto effect relates to all we do … twitter is helpful in encouraging succinctness
From Ann Wylie, Gold Quill Award-winning writer and editor, writing coach, trainer, consultant:
I like to follow people who give me a quick headline and a link to pertinent articles and studies I wouldn’t have seen otherwise. @annwylie
From James Howe, Director of Communications at YMCAs of Cambridge & Kitchener-Waterloo:
I think the important thing is to decide how you’d like to use Twitter and who can help you get something out of the experience. In my case, I’m using it for professional development/networking and to discuss community-building as it relates to the city where I live so I follow people who have something to say in relation to these areas.
@KingandOttawa
Listen, get involved, give up control, be honest and think long term to successfully tap into people’s motivations to change the world, according to Ed Schipul, CEO at Schipul – The Web Marketing Company. Schipul recently headlined an IABC workshop for nonprofit marketing communicators in Houston.
After a century characterized by mass production – automobile assembly lines, fast food chains and media – we’re now heading into the era of thinking – and doing – small. This is prompting some sobering pronouncements about the collapse of traditional media – newspapers in particular. 
Despite this reluctance, smart organizations are using social media to engage employees. The key to this engagement is not to tack social media tools onto the existing employee communications program. Instead, success requires reshaping communication so that social media becomes a core strategy that changes the role of employees from spectators to active participants.
feliciagriffin
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