What Twitter Users Will Do Next

Twitter was new, it isn’t any more. And that is going to change the way people behave on the platform.

One of the first things I think we can expect to see people on Twitter do is get more selective about who they follow.

Until now, this hasn’t really been the case, as users have tried to understand the platform by exploring it. In the process, following brands and people who under normal circumstances they may have not.

The behavioural norm on Twitter has been to follow someone – when they follow you. This has had a benefit – an increase in the number of an individual’s followers which for a while could be described as flattering.

I think most seasoned users are over that feeling now and will soon start to look for more control over their experience on the platform. Such control can only come from being more selective about the people and brands they allow on it – as far as their sphere of personal influence and interaction is concerned.

I think people could well also start to develop multiple profiles on the platform based on how they plan to use it. People could well, for example, develop a personal and a professional handle to ensure their updates are relevant to the people who are exposed to them. Given the public, or ‘indiscreet’ nature of the platform, it seems only natural that people over time will want to separate their personal lives from their professional ones.

Whatever changes in behaviour do occur, one thing is certain. People will get more selective about who they follow - the simple desire to be more in control of their experience will ensure this.

The implication for brands - be genuinely interesting in your Tweets to consumers. That is, if you want them to continue following you.