The Future Buzz is the name of a media and marketing blog written by Adam Singer. It’s also the name of a Twitter account.
Adam doesn’t reply to people from @TheFutureBuzz, nor does he retweet others. The account serves one purpose, evident in the above screenshots.
If you want to read about Adam’s latest blog posts without worrying about RSS or email subscriptions, follow @TheFutureBuzz and retweet to your heart’s content.
Until last month, Adam asked his blog readers to follow him @AdamSinger. He never promoted @TheFutureBuzz on his blog, but people found it and retweeted it anyway. Many assumed @TheFutureBuzz was a Twitter brand to the same extent as @CocaCola and @McDonalds.
When he switched the Twitter link on his blog for people to follow @TheFutureBuzz and not @AdamSinger, people still clicked and followed.
Adam explains the result of his experiment:
My sense is that a brand of media has a more powerful position on the web (and in the world) if the name has lots of brand awareness, social proofing and is trusted. The people behind it support that too, of course, but the media brand can become even bigger than the people producing content.
…Since doing this the consistency of people following my personal Twitter handle has been more erratic as there are no longer as many funnels of traffic pointing there. This is actually OK because the priority isn’t marketing myself, it is marketing my brand of media.
Does your blog have its own Twitter account? Should it?