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.