Twitter has already been explored as one viable choice for customer engagement across the web. But it looks like the manner of delivering brand-related tweets is yet to be mastered to prolong the consumer’s interest–or even their patience. An article on Penn-Olson reviewing a study on consumers and brand relationships called ‘The Social Break-Up’ looks at the reasons why people unfollow a brand’s tweets after a while. The biggest reason? At 52%, people get bored of content that has become repetitive over time.
One obvious interpretation of this major reason is that a brand’s tweets have ended up spamming a follower’s Twitter timeline. And spam may be broken down into these identifiable characteristics:
Tweets that read like they’re all cut from the same template, merely to blast a user’s feed with jarring brand promotions and mentions. That, repeated over and over, is a nuisance people don’t want to see in their online space.
Good deals should appear every now and then to pique the consumer’s interest, but if it results in the brand only looking to trend or get retweeted, people not really interested in the promotion see their timelines cluttered.
Since Twitter is first a personal social media platform and second a marketing tool, social exchange is a natural occurrence. Respond to queries about your brand, so that followers don’t feel like there’s nobody behind the brand’s tweets concerned enough to value its consumers.
Remember, Twitter is still a largely personal medium–while your brand’s followers might have followed you out of genuine interest, your tweets still get pushed in between tweets of friends, colleagues, and other people they are more emotionally invested in. There should be interaction, but the kind that isn’t intrusive. Tweets tailored to the follower’s interest contain real value, with the brand’s presence infused in a non-invasive way.
Also keep in mind that ‘engaging’ does not always spell ‘appropriate’. Keep a steady pace with the interaction and the promotion, without lagging behind on being felt, and brand awareness should stay with you in keeping your follower count afloat.