Follow back every person who follows your brand on Twitter.
Every one? Yes!
Following back every person who follows you, as well as every one who Tweets to you or mentions you in a positive way is the easiest and cheapest way to start engaging an individual. And that’s what this entire social universe is all about.
I can’t count the number of times I have engaged (as a customer) a brand like a hotel, airline, or restaurant with a question, suggestion, or compliment only to not have them follow me back after our initial exchange was finished. They missed out on a great opportunity for a customer to feel valued.
Why would you not follow them all back? Are you worried that it’s too many people to read through in your stream? You will never watch your whole stream anyway – you will be searching for specific words, hashtags, or getting alerted to mentions of you.
The only ones you might want to skip are those who appear to be robots or selling a certain number of followers for money. But even for those, what harm does it cause?