First you were being followed, then you weren’t

I know I write about Twitter a fair amount, but I’m still on the fence about this micro-blogging site. Believe me, I recognize the multi-layer value of following thought leaders and benefiting from the ongoing enrichment and learning process. Then, of course, there’s the possibility of having people follow you, opening up a potentially endless pool of leads. But, and there’s always a but, of those that have recently bought into the Twitter blitz (celebrities especially have given this site an enormous boost lately), how many are really in it for the long haul? Recent reports from the Business Insider (via MarketingVox) say that more than half of new Twitter users are actually jumping ship (by not using their accounts) after just one month. So this is where I get my push-pull feeling about Twitter. Clearly you can find ways to establish new relationships and leads and then cultivate those through Twitter. But what do you do with those who end up following you and then dropping off – for whatever reason, whether it’s because they aren’t using Twitter anymore or they simply don’t see the value in following you? The point is, will you ever know, and isn’t that the most important part? Just as important as understanding what your customers need, you must know what your customers don’t like – and perhaps you won’t find that out if you don’t have the ability to connect with them (no contact information!) after they’ve stopped following you. I encourage you to use Twitter, but don’t let it be your only source of communication. One-on-one conversations, via traditional email or yes, even the phone, are still the best ways to truly connect with your customers one on one.

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