I can’t count the number of times I’ve overheard brand representatives bragging about reaching the milestone of “ten thousands followers on Twitter!” Or a hundred thousand. Or even a million. Of course, these numbers are big, and at first glance they’re impressive. But counting followers is like counting beans: the real value comes from what you do with them.
There are plenty of recognizable brands on Twitter with hundreds of thousands, if not millions of followers a piece. But if you look closely at what they’re doing with these followers, you can see that there’s something missing. They’re not replying, retweeting or interacting with their followers in any meaningful way. And so, they’re not building a community — they’re just sitting on a pile of beans.