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 an digital marketing veteran, entrepreneur, and visionary currently serving as CEO of Invisible Media, a next-generation mobile data, decisioning, and marketing automation platform. Prior to joining Invisible Media, Michael was the senior vice president of emerging channels at Responsys. His responsibilities included spearheading the overall strategic direction, M&A efforts (including the acquisition of PushIO), partnerships, and solution offering across key digital channels including social, mobile, and display. Before joining Responsys, Michael founded 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 StrongView in 2010. Before branching out on his own, Michael served as CMO for Epsilon. At Epsilon, Michael helped grow and transform the company from a database provider to a multi-channel marketing services powerhouse in just three years. Michael's other key leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael has been named to BtoB Magazine's 100 Most Influential People in Business-to-Business Marketing five times and received a BBA and an MBA from Hofstra University.
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