On Remembrance Sunday, the Twitter ID @PoppySupport had 1,757 followers. Another, @poppy_man had 84 followers. Yet another, @PoppyLegion, had 337. (By way of scale to help comparison, @BBCQuestionTime collected 13,656 followers just during October).
Guess which Twitter ID was created by The Royal British Legion and guess which wasn’t. The answer is that @PoppyLegion (337) and @poppy_man (84) were created by The Royal British Legion. @PoppySupport (1,757) wasn’t. Yes, the ones with the lowest impact on Twitter are also the official presences of The Royal British Legion on Twitter.
The number of followers is not everything. Quality counts. But it’s definitely a measure of engagement around fundraising. The Royal British Legion did a poor job in 2009 because it subscribed to “marketing thinking”. In this article, I explain why “marketing” is so bad. And many thanks to mad.co.uk for printing it – a brave move for a marketing website.
