Every person wants to be heard and receive recognition for their thoughts and ideas. And it is somewhat unfortunate that every person has the ability to share their thoughts with essentially the world (at least the online world). Not every teenager's thought should be published online and not every new story of a celebrities' DUI, who Taylor Swift is dating now, or that some teen just got a show on MTV for being preggers should be broadcast across the inter web. It is shameful to publish such trash, but many find this idle gossip to be quite fulfilling and it is no wonder that the Twitter accounts that publish these tidbits have a multitude of followers.
Companies should be cautious to not fall prey to easy engagement. If the company is Entertainment Weekly, then by all means, tell us more about Lindsay Lohan and her train wreck of a life. But for companies that are not exactly in the business of entertaining want to capitalize on the use of Twitter to reach consumers and engage with them in meaningful ways, there is still hope! As a finance major, I will use the example of that industry to illustrate a strategy. If a banking conglomerate were to set up a Twitter account, a great way to gain followers would be first to let their current customers know they have an account. After these users have committed, the tweets should be focused on common sense ways to make the most of the consumers finances. Send out info on wealth management, or alert the followers of a meeting in which the executives will host a Q&A on wealth management. Retirement funds are extremely important and tweeting out tips and advice will go far to keeping the bank's Twitter followers and clients happy with the service they are receiving.
Even industries that are not Hollywood glamorous or a guilty pleasure (like people watching at WalMart) there is always a way to use these social platforms, like Twitter, to a company's advantage. If the way the platform is used provides help, there will always be followers.
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