The concept is simple. Tell your followers – on a Friday – why they should follow another Twitter user and tag the tweet with #FollowFriday or #FF.
The concept, which was supposedly born in January 2009, has grown from one man’s tweet to a weekly phenomenon and tradition on Twitter. But the concept is flawed… or at least it is for the most part.
The right & wrong ways to #FF
I’ve talked before about how people get #FF “wrong” (see no. 8 of my first #SMsceptic post), in terms of not utilising it properly. After all, listing a ton of names is not going to benefit anyone, while mentioning one or two people and filling the rest of the tweet-space with a reason why they should be followed is much more beneficial to someone. “#FF [this person] because they blog about Cardiff” is likely to pique one’s curiosity more than “#FF [name] [name] [name] [name] [name]…”
Just think about it for a moment…
Last Friday, when the people you follow all unleashed their #FF’s in near-unison, did you take the time to actually click on and look at any of the @mentions that were recommended to you, let alone follow anyone new as a result of them?
In this respect, #FollowFriday is flawed. The purpose is to follow someone’s recommendations, but we’re all too busy – and there are often so many – to actually invest the time to look at them all. If one’s curiosity is piqued (as previously mentioned) then it’s a possibility, as they might realise that they should be following a particular user recommended to them – especially if they have something in common, for example. But when someone simply lists a few dozen names in half a dozen tweets? Fat chance.
The psychology of #FF
So if very few people are actually paying attention to anyone’s #FollowFriday suggestions, then a) what is the point, and b) why does it continue to be a popular weekly activity on Twitter? I can think of a few reasons:
Stroking egos: #FollowFriday won’t go away for as long as the human race has egos. I don’t mean that in a negative, arrogant sense, but more that people love to feel loved and appreciated. I’d argue that the #FF is the online equivalent of the pat on the back more than it is a shout-out. Therefore, #FF won’t go away any time soon because people love to receive them. And when people receive, people feel inclined to give: I bet many #FF’s are a result of someone being included in someone else’s #FF and then thinking “oh yeah, maybe I should do one.” A bit like the chain emails of yesteryear – people passing on their #FF recommendations after they’ve been the subject of one.
Grabbing attention: #FollowFriday is a good way to get someone’s attention, particularly if it’s targeted someone the tweeter wants to be followed and/or noticed by. For example, a job candidate may #FF companies he/she wants to work for. They’ll appear in each company’s @mentions stream as a notification that the candidate has mentioned them. They may or may not follow the candidate, but the point is that they might not have seen him/her otherwise…
Following tradition & joining in: At the end of the day, let’s face it: Twitter is all just a little bit of fun. It’s very easy to get carried away with tradition and to join in with something because everybody else is involved. By doing a #FF yourself, you’re effectively joining in with the online “community,” if you will – “playing along” with one of Twitter’s many quirks and traditions. It may have grown out of proportion from its original and intended purpose (i.e. “follow someone because…”), but for as long as people enjoy giving/receiving them, the concept will continue to reign.
[“Cygnet file” image credit: Glenn Brown – also, kudos to Sarah (@miametro) for being ok with me referencing her tweet]