Why would a top ‘social’ CMO follow 26,000 people on Twitter?

There’s a top tech CMO I follow on Twitter. She doesn’t post that often (which is fine by me), and I don’t always agree with what she says, but I’m happy to get her updates. She’s a vociferous supporter of ‘social business’ and her company preaches the importance of filtering the online wheat from the online chaff. But I noticed yesterday two stats which struck me. One was that she has approx. 40k followers – I told you she was a top CMO. Second was that she herself follows almost 26k people.

I’ve no doubt she has an extremely busy worklife. So what possible benefit can she get from signing up to follow the stream of 26,000 people’s tweets. Why would she do this? Either she skims every one (v.unlikely), sets up filters to only see the most selective ones (in which case why not just cut back on most of them), or she dips in occasionally for a random selection (most likely). Is that such a great advance on more traditional methods of gauging the public temperature?

Just how selective can she have been to have signed up for each of those 26,000? Surely she hasn’t individually checked each one out in advance? I’m guessing most were followed on the ‘quid pro quo’ basis. So for someone whose job role is to advocate social networks as a path to greater personal efficiency, presumably she doesn’t herself place much value on the importance of gaining online followers. Which to me is a conflicting message.

Maybe I should ask her. I just doubt she has the time to respond.


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