You wouldn’t want to judge a book by its cover, and judging a Twitter account by its followers is equally mindless. Believe it or not, even Twitter can be gamed.

A vast majority of businesses and social media marketers believe Twitter followers are the definitive sign of success. The more followers one has, the more credible and “popular” they are. This often leads companies on a costly path of destruction with limited returns.

Instead of focusing on quantity, we must focus on quality. I would rather form a digital relationship with someone that has 3,000 very targeted followers than a person with 50,000 followers ranging from proctologists to lawyers to Bingo champions. In the end it’s all about conversions.