This summer, there was a lot of talk about the percentage of "fake" followers for many of the 2012 GOP candidates. At the time, PeekYou, a leading social search company that matches online identities through publically available information, found of the 1.1 million or so followers of Republican candidate Newt Gingrich, only 106,055 were legitimate. The vast majority were found to be either inactive, spam bots, or dummy accounts. PeekYou's review of other GOP candidates found similar results, but at much lower rates - Mitt Romney was found to have 26 percent real followers, Michele Bachmann, 28 percent, and Tim Pawlenty, 32 percent. So with that in mind, what are some of the best practices brands can employ to keep it real when it comes to growing followers:
Twitter is an evolving medium and we all have our share of followers who are inactive. However, with a little attention to best practices and a bit of maintenance, we can keep it real.
This column was originally published on August 11, 2011 on ClickZ.
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Michael Della Penna is senior vice president of emerging channels at Responsys. His responsibilities include spearheading the overall strategic direction, partnerships, and solution offering across emerging channels including social and mobile for the company. Michael is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael founded SuiteDialog, a full-service email and social CRM agency that helps brands ignite conversations and cultivate relationships with customers across the social web. Prior to SuiteDialog, Michael founded Conversa Marketing, a social CRM company that was acquired by StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, VP of strategic development at CNET Networks, Inc., and VP of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.
March 19, 2014