Regardless of whether you’ve connected with Twitter yourself or not, you’d have to admit its explosion into the marketplace is a phenomenon worth reflecting on. A feature of Twitter called “Unfollow” got me thinking recently. When you click “Unfollow” you stop receiving messages from that person to your home page, and unless the person has very few followers the chances are they’ll never even know you’ve stopped following them. That’s a picture of leadership.

Whether you are a Twitter devotee or think it’s a fad every leader should consider why people might “unfollow” them. So why do people stop following others on Twitter, and what could that remind us about our everyday leadership in the real world?

1.    Be a conversationalist: Monologue = Monotony
Everything changed when I stopped just making statements and started asking more questions. My Twitter replies went through the roof and comments on my blog increased, all because I invited interaction. The truth is most followers are looking for some level of dialogue, not just a monologue. I heard Mark Scott, the CEO of ABC Television, say “Today if you broadcast but don’t interact and engage with your audience you condemn yourself to irrelevance”. When we stop talking at people and start talking with people we go to a higher level of relationship.

2.    Be interesting: Quality beats quantity
I follow some people on Twitter who only ‘tweet’ once a week, and others who tweet dozens of times a day. The key for me is not how much they say it’s whether I find them interesting, informative or entertaining. I believe quality beats quantity. You can communicate lots if you are high on value for those who listen, but if you add no value you’re likely to find people “unfollow” your leadership without you even realising. It’s important to acknowledge though that one person’s “interesting” is another person’s “boring”.  So leaders need to ask themselves, “What is likely to be interesting to the audience I’m trying to reach?”

3.    Be a source: A giver not a taker
Much of my learning especially on social media and the web comes from articles I find through following gurus on Twitter. I follow them because they are a source of expertise or news. The fact is any leader, who acts as a resource to people whenever they can, will have no shortage of people following them. It’s when we become self-serving that our leadership really wanes. Are you a giver or a taker to those you come into contact with?

4.    Be consistent: Whoever you are, be that
There’s no such thing as a person that everyone wants to follow, so be who you are and be that consistently. Often in trying to be “all things to all men” we end up being nothing much to anyone. So learn what you can about why people don’t follow you, but then get on with being the best you that you can be. I find Ben Stiller hilarious so I’ll happily read his tweets about his goldfish dying, and I think Darren Rowse is a genius on blogging. But if Ben Stiller tried to teach me about the web, or Darren Rowse started tweeting funny events in his day constantly, I’d think twice about following either of them anymore. So who are you?

Ask yourself:
•    How well am I engaging my followers in a true dialogue?
•    How relevant is my communication to those I hope to reach?
•    What proportion of my interaction is a gift not a request?
•    Who am I to those who follow me?

I’d love to hear your comments and feedback
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I love Twitter… ever present on my iPhone, my Twitter page keeps me connected. To some it’s a communication tool, to others a gossip aggregator, and to others a beloved time-waster. But I believe that the way in which Twitter works should remind leaders of some truths about effective leadership. Thankfully, in many places, the old command and control style of leadership is pushing up the daisies. As Sony puts it “we live in exponential times” and I believe these times call for a serious rethink of our leadership models.

So what can we as leaders learn from Twitter?

People follow you by choice (and can opt out any time)
There’s nothing I can do to make people follow me on Twitter. They choose. In fact anyone can choose to follow me whether I know them or not. And most importantly, they can silently opt out of following me at any time. Today’s effective leaders realise that people are following only because they choose to. Gen Y get a lot of bad press for being less loyal to their employers, but all too often they are simply leaving leaders who appear to think that they can force people to follow them.

You’re being watched
Common sense says “watch what you tweet”. It amuses me when people are shocked that some employee gets fired for Twittering that they’re at the beach after telling their boss that they’re sick. I believe true leaders understand that accountability isn’t just a fact of life; it’s something they signed up for when they accepted the role of leader. Instead of fighting that reality I want the realisation that I’m being watched to cause me to lift my life and leadership to a higher level.

Say it in sound bites
Twitter forces you to distil your ideas down to their essence – 140 characters. That’s a good discipline for leaders. As a speaker I use the one sentence test… don’t speak for one hour until you can explain your point in one sentence. In a day of overwhelming access to content, only the well-crafted sound bite has a fighting chance of being remembered… let alone acted upon.

People retweet what you say
I always think of it as a compliment when people retweet what I say on Twitter. In that moment my words are exposed to an audience with whom I hadn’t had direct contact. Of course even my misguided ideas, spelling mistakes and general ignorance can be broadcast too (think: Hugh Jackman’s tweet about the “Sydney Opera Centre”). Leaders must remember that everything they say has an audience beyond the immediate. So craft what you say with retweeting in mind.

Leaders follow others as well as being followed
My favourite people to follow on Twitter follow other interesting people themselves. By contrast we can sometimes subscribe to the stereotype of the leader that follows no-one. They don’t care what others think; the only thoughts that matter are their own. Yet the best leaders have heroes too. There may be thousands following you, and just a handful that you follow, but all the more reason why those influencers should be well chosen because…

Who you follow says something about you
I can’t choose who follows me but I can choose who I follow. Something I seem to do by impulse whenever I look at a person’s profile is to see who they are following. On some instinctive level I believe that I can tell a lot about a person by looking at who they choose to follow. So do the people you follow represent you well?