Use #FollowFriday to show recognition.

Every Friday on Twitter users suggest other people to follow. The funny thing is, about 90% of people don’t respond or use “Follow Friday” to add followers. It just isn’t effective in the way it was originally intended, but that doesn’t mean you shouldn’t use it.

Herman Cain’s staff, which displayed the strongest engagement of any campaign on the Republican side, understood that while few act based on #FollowFriday suggestions, the recipients appreciate recognition. Every campaign should know their most active supporters and thank them for their efforts with these shout-outs.

For a contrast, check out the list of accounts @BarackObama has suggested you follow over the last year: @MichelleObama @TruthTeam2012 @LetsMove @JoeBiden @TheDemocrats @OFA_SC @OFA_NV @OFA_MA @OFA_NY @OFA_IA @OFA_FL @OFA_CO @Obama2012 @OFA_NH @OFA_OH @OFA_PA. Notice how they always keep Follow Fridays in-house. This reflects the risk-aversion of most campaigns, and the fear Follow Fridays can be construed as an endorsement of anything they say thereon. Make sure that everyone you suggest are die-hard supporters. @ConTeach and @JamesHWilliams each sent over 50 tweets per day in support of Cain when his campaign was alive, making them safe bets.

I go through a weekly review of all users who mention or retweet my clients, and construct #FollowFridays based on those I think are active and appropriate. Sending out a single Friday Friday shows you noticed them engaging with your content, and is much less annoying than saying “Thanks for the RT!” all the time.