Personal branding is a serious business these days. Social media has catapaulted the average person into centre stage, making the associations they surround themselves with and way they conduct themselves much more available for public scrutiny. Twitter is an interesting case as the very nature of what you tweet about is so very revealing. As with all social interactions, codes of conduct emerge. In the Twitterverse, the reaction to expect if you don’t tow the social line is ‘unfollow’. Company Twitter accounts are not exempt. So in the mix of individuals and small businesses, how many of the following Tweeter types have you unfollowed? In no particular order…

1. The one hit wonder

One outstanding tweet in the history of all tweets. Make sure you get the one hit before hitting unfollow.

2. The I’m-selling-something-moderately-useful but really don’t have much more to say type

Guilty of repeat the same url/ short url in between random babble.

3. The ‘two word and @ type’, closely followed by ’1 word conversationalist with 1000 tweets and counting type’

No concept of audience – try instant messager, you’ll be much happier.

4. The eat sleep and I said and I watched and I phoned type

Boring. Even if you are a celeb. Most of us are not fanatical fans.

5. The short url repeater or include your url on everything type

Believe it or not, we can tell that you are repeating yourself. It works the first time, but do you think people want to see the same tweets all the time?

6. The I’ve written a blog with a catchy headline and no real content just to show you my ads type

Of course the ad is bigger than the content of the blog entry. Very convincing. Nice work on the headline though.

7. I obsessively RT those I’m stalking

If they tweet it it must be good. Yeah. Good luck to you.

8. You’re pretty awesome

Instant unfollow.

9. Get quazillions of followers

Buy followers, join here to get followers, get followers instantly. Not everyone is interested in followers for the sake of followers. Conversation and relevance make Twitter much more interesting. Decide if you are after a mass medium or a targeted conversation.

10. The persistent self-retweeter

Easily spottable. Why do it? The tweet is devalued with your ego attached.

11.The celebrity everything-i-do-is-amazing type

Twitter has been very useful in demystifying some of the obsession with celebs. Poor celebs get exposed for being the normal folk they are, and in some cases, the annoying idiots they are.

12. The everything I tweet has multiple hashtags type

The blur of hashtags has made your tweet unreadable.

13. The trending topic uberfan

The equivalent of this is walking around with a sign above your head saying “look at me”. Important to distinguish the single trending topic follower from the spammer who might manage to get all the trending topics in one tweet. Someone should do a study.

14. Please retweet

I’ll RT what I want to, thanks.

15. Join my mafia/mobster family

Stop tweeting about being irritated by the invites – it’s free advertising! All power to them for getting so many mentions. Not a way to gain friends and influence, however.

16. No name, no bio, no icon

No follow.

17. No tweets

As riveting as an empty page is, there really isn’t much point in following you if you don’t interact. But I support the idea that some would just prefer to listen and not tweet, in which case your bio will keep you around.

18. Auto tweet

Wouldn’t be so bad if it was relevant, timed, or not a bot pretending to be human. Identify when its auto, or risk the assumption that it is all an auto response. Bots aren’t that engaging. Unless you happen to be one of the plants, houses or other objects that tweet, in which case, the bot is your voice.

19. Multi-tweeter

Identifiable by the concurrent fairly useless tweets. It’s too obvious a tactic to get some visibility. Surefire way to ensure all the tweets are ignored.

20. Other language

Nothing wrong with different languages, love that its a global space. If I can’t understand, well, I’m not following you, if you will excuse the pun.

21. Swearaholics

It demonstrates a serious lack of language ability if you need to waste your 140 characters on swearing. It looks ridiculous.

22. Tasteless self exhibitionists (from the ridiculous to the nude)

No need for additional explanation.

23. Shameless follow me or else types.

OK, so you have 20000 followers. If you don’t tweet anything interesting or relevant, then I’m still going to unfollow. If you have followed me first, then I’ll follow you if doing so is in line with what I want – not just because you have followed me. Worth noting – just because someone does follow you back, doesn’t mean they are reading your tweets.

24. The salesman @mentioner.

You really do get my attention when you use my name to sell your products. Such a useful service – identifying yourself as a spammer. Reaction? It’s wild – I do absolutely nothing. Thanks for the mention, though.

25. The followfriday follow me

There it is, the self-include somewhere near the end of the list. It’s ok to think you are great, but I can see that you think you are great. It actually shows a lack of confidence. You may get away with it once, but not if you do it everytime.

I hope you have enjoyed this tongue-in-cheek ‘unfollow analysis’ that I’ve compiled from various bits of evidence. If you are doing any of the above, it may help you to understand why you do get unfollowed. Focus on your Twitter strategy if you have one, be mindful that others are growing more impatient with the above, and are likely to become more ruthless at pruning their lists.

Feel free to share your personal unfollow tips.

Apply it to your business:

- Consider that you are likely to get a better conversion rate for time spent if you are targeted in your approach to Twitter, and everything else.
- Target audiences tire quickly of underhanded or insincere marketing ploys. Be genuine and upfront and your marketing may have a bigger and more sustainable effect.
- Step back and look at the marketing you are doing with an objective eye. Look at the sum of the whole too. How are you coming across? Would you buy from you?
- Have a strategy. Define what you want to convey, what you want to achieve and how you are going to do it.

Bronwyn Durand writes the Marketing Ideaology blog for JupiterJasper Practical Marketing.

25 Twitter tweeter unfollow behaviours is a post from: JupiterJasper's Marketing Ideaology blog

Social networking (and the clunky-sounding Web 2.0 catchall) is proving to be a tough nut to crack for marketers. The medium, if you can call it that yet, is all about people expressing themselves and the lifespan of information and its relevance in this world is unbelievably short lived. Using social networks for marketing experiments could be extremely rewarding, a disaster, or worse – a non event.

Some interesting stories doing the rounds are a story of Moonfruit (a hosting service that has a free website creation tool) and Starbucks latest launch of Starbucks icecream through Facebook.

Moonfruit & Twitter
Moonfruit have been doing some good marketing. One of their latest ideas, and certainly the one with most widespread popularity, was to run a competition on micro-blogging site Twitter. Macbooks were up for the winning for the creative use of their brand name in Tweets. It worked like wildfire (and seemingly from Twitter’s perspective, was put out like one too). What a wonderful exercise to take some brilliant learnings from.

You don’t need to be big and powerful to make an impact in your target audience with social media. You need an inspired idea, a very good understanding of the social media platform, and you must be able to manage what happens next. You don’t even need a big budget. But you don’t even qualify if you don’t understand your target audience.

Moonfruit had a wonderful experience, gained massive awareness, and their target market (and more besides) took hold of their brand and made it their own. Their statement on their blog (subsequent to disappearing off the Twitter trending scales) was:
“But given how it has turned out we are also touched by how people have responded to the brand and campaign. We love how they’ve questioned it, played with it, joked about it, sung about it, painted it, made it out of fruit, shouted at it and made it what it is through their participation. We are in awe of the brilliance and creativity of the Twittersphere. So thank you all.” http://www.moonfruitlounge.com/.

Starbucks and Facebook
Starbucks took a more conventional approach in creating a viral wave offering coupons for their new Starbucks icecream through Facebook. Even though this is a US based example, there is no reason why this wouldn’t work anywhere, and I’d be blown away if UK based Starbucks fans didn’t now know all about it too. Their international site describes the promotion for Starbucks® Ice Cream here.

The Facebook page for Starbucks has 3,446,409 fans listed. That is an enormous group of people who have identified themselves as being committed customers, implying their brand loyalty. A ready-made audience to effect a launch of any new idea, assuming they log in to Facebook to see it. All you need is a little of the ‘forward to a friend‘ magic and you suddenly open up untapped parts of your market. WARC says in their article ‘Brands making inroads on social nets’ that ‘more than half of US consumers who regularly use social networking sites have signed up to become “friends” with a brand. What an opportunity.

Thinking about how best to use social media for your marketing? These platforms demand that you have a very good understanding of your target market, or are intent on learning about them from your actions. What is your customer’s motivations for using these social networks?

In some cases they will belong to multiple networks to express the different aspects of who they are. Often their on screen persona is just that, and can even be different between sites. What is very clear is that it is all about participation. If no one passes on your viral idea, it just isn’t viral. If you get no comments on your business’ Facebook page, what is it really doing for you? It clearly isn’t doing anything for your potential customers.

Social networking isn’t just any bandwagon. You need to have a strategy. And a clear idea of what your target audience could get out of the interaction with you. If you can’t offer something that is truly an extension to your brand or business, that gives value, then why are you doing it? If you aren’t in touch with your customers now, then crossing the divide with social networking may leave you pretty exposed. Start smaller if you must. Why not find a way to learn from your customers and give a new way to enjoy your business? Be a little lateral. Try this for an example: If you are a builder, maybe you need to be Facebooking about design trends and economical ideas about rebuilding houses. Or tap into the resources in the local community and do a joint page for potential customers in your local area of work that need you and others of your ilk – you know, the plasterer, the plumber etc. Offer value.

Some points to consider that have been raised by the community analysing social networking trends:

- Which brands aren’t using social media says as much as those that do.
- Its not often about the quality, but the readership.
- The more awareness, the more success, the more precarious being at the top can be.
- What’s popular is rarely what’s good.

Apply it to your business:
* Social network media are a big wake up call to do more to understand your customer, so that you can have an interactive relationship with them. If you aren’t ready to market using these media, you sure can learn more about your customers in terms of their use of them. Which will help you with the marketing you do.
* At a very basic level offering a basic means of sharing feedback is a dialogue starter. Social media may or may not be the ticket for you, but you can reach out to your customer and ask them what they think about you and your products, and if you are very lucky, they will tell you. Be prepared to DO something with what you learn.
* What do people do with your what you sell? Besides buy them. Use that knowledge to help you find your customers, and if you don’t know, find out.

Bronwyn Durand writes the Marketing Ideaology blog for JupiterJasper Practical Marketing.

May the Fruit be with you, and other social networking ideas is a post from: JupiterJasper's Marketing Ideaology blog