Best practices brands can employ to keep it real when it comes to growing Twitter followers.
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 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 was the senior vice president of Emerging Channels at Responsys. His responsibilities included spearheading the overall strategic direction, partnerships, and solution offering across key emerging channels including social, mobile, and display for the company. Prior to Responsys, Michael founded SuiteDialog and Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social web. Conversa Marketing, 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, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.
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