Creating an effective content marketing strategy often means carefully cultivating the proper social following. B2B companies, for example, will generally be more successful if they target LinkedIn users instead of Snapchat loyalists. But even within individual networks, different kinds of behavior are going to change the way a brand comes across to its own followers as well as new leads.
As Brafton reported, a recent social study found 44 percent of Twitter accounts have never actually tweeted. That isn’t an indication of the platform’s marketing utility – after all, people still manage to send at least half a billion Tweets every day – but it does prove followers aren’t created equal, and it isn’t all about the total number of followers a business has. Instead, it’s about cultivating loyal and sustainable social connections through valuable content and high engagement.
Read more about the brands that invest in the right followers by targeting relevant social networks here.