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The Complete Idiot's Guide to Twitter Marketing by Esther Schindler, Brett Petersel

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What to Look For in People to Follow

When you use Twitter for your personal gratification, you don’t need to think about the criteria you use to choose followers. Whoever is interesting, or funny, or makes you say, “Oh, that’s cool!” a lot—it’s all fair game.

As a business, you need a more deliberate approach. It’s much like the thought process you give to traveling cross-country for a business meeting. If you attend industry conferences, you contemplate which ones can yield the best contacts and enable you to learn the most from its speakers; you balance those benefits with the investment of travel and time.

With Twitter, the cost is zero, but your time is finite. While you can unfollow another account with a single click—with less effort than ...

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