Back in mid-June, I wrote to you all about Axiom's Twitter troubles after our previously-hacked @AxiomPR account was returned to us. This left us with both the @AxiomPR and the @AxiomCom account that we had created in its place.
The problem we had was deciding between an account with over 3,000 followers (@AxiomPR) or an account with less than 250 followers, but ones that are more active and engaged (@AxiomCom).
Our fear with sticking to the @AxiomCom account was that we would lose a lot of blog traffic because of the lower number of followers. However, after a 2 week trial period with just that one account, we had some very surprising results. Daily Axiom's monthly blog traffic actually increased when using the @AxiomCom account.
That increase signaled the end of @AxiomPR. We decided to phase the account out, and we're currently in the process of mass unfollowing and making the switch. Additionally, the switch to @AxiomCom will maintain consistency with Axiom's big social media rebranding (which will be launching tomorrow by the way).
But this blog post isn't just me making a company announcement. Going through this decision process showed the importance of engagement with Twitter. Anyone who has worked with social media from an industry standpoint knows that it's no longer a race for fans or followers, and Axiom's Twitter problem proved that point for me on a personal level.
