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This is an interesting question.

I experiment with my own company marketing a lot. Based on these experiments I have concluded a few facts about Twitter marketing in the past. I have also tested some of my theories with marketing campaigns for my customers.

Here is what I have learnt:

  • If you have “bought” Twitter followers they are basically worth nothing. Just having Twitter followers may look nice, but in itself has no real marketing value.
  • The number of Twitter followers is just a vanity metric and does not say anything about engagement or conversion.
  • Having real Twitter followers who are interested in your Twitter account is worthwhile though.
  • Twitter followers are more likely to see your posts than Facebook followers if you are not paying for more reach.
  • It is easier growing a real following on Twitter than Facebook without paying.
  • From a conversion point of view I would say an engaged Twitter follower is worth more than a Facebook like, but less than a newsletter subscriber.
  • Marketing on Twitter means tweeting multiple times a day as the lifespan of a tweet is extremely short.
  • Really interacting with a handful of key influencers in your target market is often worth more than having hundreds or even thousands of average Twitter followers.
  • You can identify influencers by using tools like Klout.
  • Twitter followers is not about quantity, but rather about quality and engagement.
  • Having your customers follow you on Twitter also gives them a place to get customer service and not just complain without you being engaged in the conversation.

In short: If you have legitimate Twitter followers that are interested in what you are saying they are worth marketing to.

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