I don’t mean to be confrontational – really, can you give me a reason?
There are many brands out there that have several times more followers than those that they follow, and in the case of sports brands for example, they follow media personalities, celebrities and specific individuals. But are these people more important than your customers or the rest of your potential market?
Many digital marketers will counter with statements along the lines of “If there are too many followers, I can’t make anything out of it – the stream is too busy to manage.” This kind of defense doesn’t wash for me – most any fan/customer to brand communication takes place via # these days anyways. And if you are successful with Twitter, having a lot of followers is a pretty good problem to have.
It’s really about optics. In a time when a RT carries the same weight as an autograph, and followers continually ask for RTs on their birthday or other personal events – do your audience a simple favor and follow back. Does this mean that you owe each and every one personal engagement? No – and with 6 figure followers accounts, this is pretty impossible.
Is it too much to ask to follow your customers? Don’t assign status to who your brand follows – and if you do, your customers should come first.