How to Gain, and Lose, Facebook and Twitter Followers

How to Gain, and Lose, Facebook and Twitter Followers

For a great example of how to build your business using Facebook, try looking to Diamond Candles. Diamond Candles, a two-year old candle company who specializes in soy candles each containing a diamond ring worth $10-$5,000 inside, boasts 143,000 Facebook “likes” and has a remarkable fan base. Diamond Candles does no “paid outbound marketing other than arranging sponsored reviews where [they] gave away free product in addition to Facebook and [their] other channels for [the] first 12 months, and [they] did over $1 million in revenue during that time” says their CEO Justin Winter.

In order to accomplish this, the US-based company has one full-time, in-house employee handling their Facebook, Twitter, and Pinterest accounts as well as a blog and promotions running across different platforms. Using SumAll, a data visualization company, Diamond Candles just discovered that for each Facebook “like” they make around $.01, and for every endorsement, a follower actually recommending the product, they make $1.07. These numbers add up and Winters admits they “wouldn’t have a business without Facebook or Twitter.”

But gaining and maintaining social media followers can be tricky. Here is a list of tips we’ve put together to help your small business:


1. Post great content

This one should be a no-brainer, but in order to keep (and gain!) followers the content you post should be relevant, valuable content that your followers will want to share. It’s also important to post frequently because people like new content.

2. Promotions

Offer perks and incentives to help your page get noticed and shared. By giving your customers incentive to follow your business you are potentially generating revenue. Consider offering exclusive promotions, sneak peeks at new products, or hosting a contest.

3. Install buttons on your website or blog

Once your fans are aware of your Facebook page install a “Like” button on your website or blog posts to give readers a simple, easy way to follow your page.

4. Pay attention to your followers.

People love to be noticed and validated. Many of the most popular YouTube performers solicit feedback from viewers and incorporate that into their shows. This helps drive up comments and revisits. Apart from the various “fan’s choice” covers artists play, soliciting covers by fans (see One Republic’s contest results here), you can incorporate visitor suggestions and content like Felicia Day does on her Flog on the Geek & Sundry channel.


1. Treat your Facebook or Twitter as a social account

Don’t mix your business and personal life on Facebook or Twitter. The Facebook followers of your business don’t want to see your uncle’s birthday party photos or hear about what your dog did last night, give them a reason to want to follow your business, not you. The same can be said for Twitter. Treat Twitter as a mini blog, not a chat. Blogs gain followers, chats lose them.

2. Spam

Because no one likes Spam. There are various servers out there that will combine previous tweets to generate a new tweet for your account, but don’t use them. It’s like writing a letter to your favorite sports player and getting a form letter from their secretary back. People want to hear from people, not robots.

3. Be bilingual

If you are bilingual and your business appeals to overseas markets consider creating separate accounts for each language you want to communicate in. If half of your tweets/posts are in Swedish and half are in English in the same account, that means half of your content is completely useless to some of your followers and is essentially just clutter that could get cleaned out next time your customer goes through a “de-friending” spree.

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