Twitter popularity doesn’t happen overnight

Four tips for building a following on the burgeoning social media site

There is no exact formula for attracting regular followers on Twitter. Growth is organic. In fact, most companies approach the Twittersphere as individuals typically do: by taking it slow, getting their bearings and developing confidence. Below is some advice from corporate communicators for building a following on Twitter.

Tip #1: Reach out to a specific group.

In spring 2008, Jim Deitzel, senior e-marketing manager for Newell Rubbermaid, started building a presence on Twitter for the company in the process of reaching out to professional organizers—people who reduce clutter in homes and businesses. “Initially, we weren’t targeting Twitter,” he says. “We just sat down and said, ‘Where are professional organizers congregating in the social media space?’”