Category Archives: Technology

The Bait and Switch Follow on Twitter

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The bait and switch method on Twitter doesn’t build your brand, but it does do a great job of destroying your character.

Let’s define this for clarity. A Bait and Switch Follower is a person or brand that follows you on Twitter. However, once you follow back they unfollow you. The strategy here is to grow their own followers while keeping the accounts they follow at a smaller number. This would give the illusion that this person or brand is popular, as well as exclusive: they only follow back prestigious accounts.

If you’re a pastor, a blogger, a writer, a CEO or a general good person, this method is embarrassing. You aren’t building trust, brand equity, favor or loyalty, you’re just building followers. What’s more important to you, growing followers or growing your business?

I believe in reciprocity on Twitter. If someone follows me and I appreciate their content, I typically follow back. I then monitor my followers fairly closely with Commun.it. Using Commun.it allows me to see who continued to follow me after I followed them back.

There’s no fast way to the top when it comes to social media. Buying followers or likes, bait and switch following strategies, they are all fools gold. The only real way to grow your social channels is through quality content, real engagement, and a solid strategy for growing followers and likes.

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Living in a Bubble

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I have been living in a bubble. Because I have been working in marketing (and sales) the past seven years, I have been surrounded by people (other than some of my clients) that are tech savvy. In a way, I’ve been inoculated from the real world. Only until recently did I realize that there are still people who don’t use computers. Ever. Or who don’t have a smart phone. I know it was probably a naive state of mind, but my peer group had me thinking we truly were living in a digital age and that everyone was participating.

What has shocked me more than the realization that not everyone is online, is that a lot of these folks don’t care! The world is rapidly changing and evolving, information and entertainment are being aggregated and housed online, and communication is easier (and in the case of texting, less human) than ever before. And still, these people are uninterested. Some are scared, sure, and that prevents them from embracing technology. But the apparent majority just don’t see the need.

This just blows my mind. Not because I think everyone should drop what they’re doing and rush out to buy a computer or smart phone. Not because I think technology is the answer to everything. But because eventually all cell phones will be smart phones. Because Apple is currently working on a flexible screen, which perpetuates the idea that computers will be on everything. And because almost every new car comes with a “navi.”

I’m not passing judgement on these folks, or even suggesting that they should do anything to change. I guess I’m just reflecting on myself and wondering if, despite practically being raised on the Internet and cell phones, will there ever come a point where I just don’t care either? Technology won’t stop evolving, but I might. At what point will I decide to stop embracing the next big thing?

I’ve also had to evaluate how I communicate and engage new people. It’s absurd and presumptuous for me to assume that they care as much about the internet, computers, or smart phones as I do – or that they use them. In order for me to be a successful marketer and communicator, I need to consider my audience and make sure I’m doing an adequate job of delivering my message.

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