Aside from casual users who tweet about their inane daily activities there are professional Social Media Promoters hard at work attempting to gain followers for their clients and influence casual users. These advocates are now often competing with each other in a way that shifts the focus from the client and or business to themselves by attempting to craft a more personal and engaging twitter voice at the expense of focused content. The end result is more ‘noise’ and diluted content rather than concise targeted information.
An analogy provided by an average Twitter user clarifies my point. When signing up to receive email from a business and/or topic of interest you expect to receive info on that specific business and/or topic. When you receive something either loosely associated and/or completely unrelated it’s simply spam and time to unsubscribe from that list. The same holds true for Twitter. When tweets lose sharp focus it’s time to unfollow. This is where following those who tend to retweet only the strongly related, actionable materials becomes a good alternative as such users act as twitter ‘spam’ filters.