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

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Avoiding the Spam Approach

Someone must have convinced you that marketing using Twitter is a good idea, or you wouldn’t have picked up this book. We’re delighted that you did pick it up, of course, and we applaud such a wise decision. We like to think that by making an investment in learning to use Twitter well, your motivation is to create lasting relationships with the user community you serve, and the customers you hope to serve.

But not everyone thinks that way.

The Follow-Back Technique

A subset of “social media experts” insist that getting followers is the key metric to success. Instead of creating connections and encouraging a conversation, they exhort you to get as many followers as possible, and to follow only those who follow you back. ...

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