Nissan’s Focus on Gaining the Right Followers

For Nissan, social media followers aren’t the be-all and end-all. It’s more important to get the right ones.

The brand has run promoted trends and tweets for many of its car models. But it recently launched a Twitter promoted accounts campaign to grow the follower base for its electric car, the Leaf. The promoted account began to run on National Plug-In Day, Sept. 23. The campaign has run for 17 days, adding a little more than 1,000 followers to bring the Leaf to 28,000.

At first glance, this isn’t much of a bump. It works out to 76 new followers per day. In all, its bumped up its follower count by just 3 percent.

But for Nissan, that’s a bonus. That’s because it doesn’t want just any followers, but those actually interested in the brand. For that reason, Nissan used Twitter’s new interest category targeting system, showing the promoted account @NissanLeaf to users who have already shown an interest in hybrid or electric vehicles and green business services.

“We’re more focused on gaining the right followers than just gaining the most followers,” said Erich Marx, social media chief at Nissan.