Yeah, I know that sounds corny. But, that’s essentially what’s happening. I see this constantly on Twitter.

A business has set up their Twitter account and maybe they’ve followed a few people and posted some tweets…and apparently just quit. Gave up, I guess.

Listen, social marketing is just like anything else. You get out of it what you put into it. You can’t set it up, sit back and wait for some glorious appearing of new potential customers and business. You have to work at it.

I’m so sick of seeing large, well-known, reputable businesses and organizations on Twitter who haven’t posted a tweet since July of 2009. Generally, they have somewhere between 100-200 followers, but they only follow 10 people. I’m sorry, but in my humble opinion, that’s not OK. You have to follow some people back. How else are you truly going to engage and harness the power of Twitter?

Personally, I would rather you just delete the account completely. If you leave Twitter account up and let it go dormant people like me are going to talk about you. If you’re not going to put in the effort, delete it. Another thing…don’t automate all the time. People can tell if you’re just pushing out information. They know you’re not really there.

Also, don’t tell me, “Well, only a small percentage of people are actually listening. Nobody really uses it.” If that’s the case, then why is Twitter consistently in the top 10 referring URL’s in my clients’ site analytics? Take some time and learn how to do it right and you’ll see the difference. The information on “how to” is out there. Do a little digging.

Don’t just give up. Don’t be a quitter on Twitter and….it still sounds corny.