A couple of months ago, a friend of mine, Jason Stoddard, told me that he was pulling together a conference here in Austin. Based on the description and the group of people he was pulling together (see below for list), I couldn’t help but agree to speak. To that end, I’ve been a bad partner in letting people that follow my blog know about the Ubiguity Marketing UnSummit.
The title of this post asks, “can you judge a book by its cover?” You can when the “cover” is the front page of someone’s Twitter account and you’re judging whether to follow them. That page contains an avatar image (usually the person’s photo), a short biography (no more than 160 characters long), a link to the person’s home page (or company, blog, LinkedIn profile, etc.), and — crucially — the most recent 20 tweets that the person has sent. You can click through to see more tweets in batches of 20, but if you follow many people on Twitter, doing that often takes more time than it’s worth.
And there’s the rub: if you want more people to follow you on Twitter, you have very little time to make a good first impression on them . . . but many ways that you could string landmines of the “Don’t Follow Me” variety across their path.
Recently four heavy Twitter users — Meg Fowler, Jim Storer, Aaron Strout, and Tim Walker — got to talking (on Twitter, of course) about the poisoned words, phrases, and other cues that automatically signal “Don’t Follow” for them. The end result was that the four decided to bang out a joint blog post that talked about best practices in not following based on not liking the proverbial “cover” put forth by fellow tweeters. Here’s what we came up with:
- “MLM” (multi-level marketing). I’m sure that somewhere, some nice person who does MLM could explain to me how it’s not a veiled Ponzi scheme. Until then . . . you’ll pardon me if I continue to think of it as “a veiled Ponzi scheme.” No thanks.
- Tweets that include “buy followers” or “hundreds of followers” or anything else in the “get lotsa followers!” genre. I try hard to earn new followers by being relevant, interesting, funny, and personable. The idea that you would buy yours in bulk — much less promote that process — disgusts me.
- Political ig’nance. I follow people of all political stripes, from all over the world. But if you have to wear your politics on your sleeve, and if your politics are of the knee-jerk type (again, regardless of your leanings), I just can’t stand to follow you.
- Calling yourself a “visionary” or “expert” or (shudder) “guru.” It’s much better to say you’re a “marketing veteran” or “experienced sales leader” or whatever. Let *others* call you a visionary.
- For me, it’s more about “who do I need to block around here?” Because no one likes to be spammed. So if I see any of this in your bio and/or first 20 tweets…
- Requests to “follow me back!”
- Promotion of affiliate programs
- Actual affiliate links as the link in your bio
- Any mention of followers (“I can get you followers!” “Get thousands of followers!” “5,000 followers and growing!” “This program will get you followers overnight!”)
- “Make money online (from home, easily, doing practically nothing, overnight, with my system, etc.)”
- Promises to “generate” anything: money, cash, followers, success, creeping rashes…
- Promotion of tooth whitening programs (Seriously?)
- A mention of your Twitter Grader Rank
- Mention of “Sponsored Tweets”
- Mention of your “Twitter eBook FREE JUST CLICK HERE”
- Presence of “69” in name (or “Shelly Ryan” as your name… poor, poor real @ShellyRyan)
- Rockstar/Maven/diva/coach/thought leader/guru/expert/pro/maverick
- Porn-star-like attributes in avatar or links (Nudity, actual sexual acts, clear intent to seduce me with something other than words)
- Requests to click through to “see your profile”
- Googly-eyed “Twitter Basic” avatar (upload a photo, PLEASE)
- @ing people the same link OVER AND OVER
Jim Storer’s“not follow” strategy
I’ve never auto-followed anyone, which at this point means I’ve vetted (to varying degrees) nearly 3,500 people. Until recently you had to click through to a person’s/bots profile page to get the skinny on who they are. Now some of that info is available in the new follower email, but what I look for is the same.
- Following to Follower % (you’re following dramatically more people than follow you) – If this is too imbalanced there’s something fishy and I’m not biting.
- # of Updates to Followers/Following #’s – In the last six months I’ve started to see a lot of people with 5k+ followers/following and less than 100 updates. That suggests you’re just using a program to rack up followers and that just wrong (IMHO). I’m not interested in being another notch on your bedpost.
- If your bio includes any of the following I’m not interested: “more followers”, “make money”, “expert” (at anything), “MLM” and everything else Tim, Meg and Aaron came up with. I trust them.
- If the words you chose to describe your pursuits in your biography are overly loquacious I will not be inclined to follow you back. Get real… use real words and tell me who you are.
- If you haven’t written anything in your bio and/or you haven’t added a photo, I’m not following you.
- If you have zero updates how am I supposed to know what you’re going to talk about? I’m not listening until you start talking.
- If your last few updates are repetitive and too self-promoting, I’m not interested in seeing that day to day. I already saw what you have to say when I was checking out your profile.
- In most cases (not all), I like seeing a picture. If someone is obviously a n00b who looks to be figuring things out, I’ll cut ‘em some slack. Otherwise, they don’t make the cut.
- I need a bio. Is it too much to tell me what you do?
- I also need a tweet or two (unless they are a friend of mine and then of course they get the free hall pass)
- No “get rich fast, affiliate or “let me sell you some shit” in the bio or last few tweets.”
- One I get stuck on a lot is the news feed/blog title posts. These really depend on follow ratio and quality of the tweets. It also is up to my mood. If I’m hand following 40-50 people, these folks usually make it in. If it’s 4-5, not so much.
- I will follow ANYONE from Austin (pornos excepted)
- Oh yeah, I don’t follow webcam girls or known pornos.
Yup, I’m that dude. The one with his hand out asking for some change. Well, not actual change but the social equivalent. I’m looking for a vote (thumbs up or down) and/or a comment if you can spare it. It’s for the 2010 South by Southwest Interactive Conference (SXSWi) and I am lucky enough to be in the running for three different panels. I’ve also submitted a fourth panel for my colleague, Kathy Warren, to lead with a client and a couple of other rock star brands.
- Where ownership of content starts, ends and why the lines blur.
- How to deal with “inappropriate” content, handling negativity, moving beyond the C level fear of what people might say.
- The best ways to strike a balance between expert, curated and customer generated content.
- 6:06 AM – A wall post thanking me for my friendship (I reciprocated by cross-posting on this person’s wall with a “nice to meet you too” message).
- 7:32 AM – A request to become a fan of this person (I hate these requests for the most part unless a) you’re a company I REALLY like or b) you’re a close personal friend
- 7:35 AM – An invite to join one this person’s groups
- 7:38 AM – An invite to attend one of this person’s events/workshops
- 7:51 AM – Another wall post thanking me for my wall post
- 8:23 AM – Another invite to join yet another group
- 9:15 AM – Aaron pulls the plug on our “friend-ship”