The company says the move is primarily to clean up its Twitter feed (how can it realistically follow 19,000 people, it says), avoid the overwhelming number of spam DMs and a whole host of other reasons, listed here.
Its existing strategy to¬†reciprocate¬†those that followed its tweets with a follow back has been an experiment worth making but one it has chosen to end, editor-in-chief Chris Lake says.
Depending on which social media guru you listen to, Twitter is a great mouthpiece, an interaction tool with customers, a brilliant listening post or a combination of all three.
The methodology behind EConsultancy’s decision to stop its followship (fellowship?) is interesting, not least because they could have potentially risked losing followers of their own.
This goes to the heart of any company’s Twitter strategy – are they using it just build follower numbers (helpful, perhaps, with marketing distribution) or are they happy to communicate with a active set of people?
Using the First Tweet from 50 Travel Companies list we created in November 2009, Tnooz looked at the follow-follower ratio of each to see if there is a common thread amongst travel-related Twitter profiles.
We have include the Brand Name, Twitter Profile and Following-to-Follower ratio.
- Eleven are following almost exactly the same number that follow them.
- Only one (Choice Hotels) has chosen to not follow anybody.
- The highest ratio belongs to AirAsia.