Scale things that don't scale

How much can you scale things that don’t scale, such as engaging with your fans individually?

Quite a lot.

Although less known that Elon Musk, Tory Bruno is an executive of a major space company. He is the CEO of the space launch provider United Launch Alliance, a joint venture between aerospace giants Lockheed Martin and Boeing.

Bruno is a busy professional. Yet he finds the time to engage with his many fans on Twitter regardless of whether they're celebrities or have just a handful of followers. Have a look at his profile with over 150K followers, especially the replies and mentions feed.

Along with posting several tweets per day, his interactions range from single-word replies or shout outs to rocket science micro-essays that would make space nerds faint. Bruno even autographs and returns items his fans send him to sign:

Some creators and entrepreneurs with far fewer followers ghost their fans. They don’t realize how fortunate they are to have so many people interested in their works and eager to buy.

Don’t ghost your fans. Scale things that don’t scale by tweeting like a rocket scientist.

  1. 4

    Lol that duck pic even made my day.

    When it comes to ghosting, no fans no problems. But recently I felt like a twitter-weirdo, after getting a few thoughtful replies to my random question. "Thank you" is the only way that I know to show appreciation and it would be awkward to repeat it for each response. So I kinda ghosted, unwillingly and it still bugging me.

    OFC this wouldn't be the case for well-known personas but that doesn't necessarily mean someone intentionally ghosting others.

    1. 2

      Haha, same here. When I don't have anything to say, I'd say "thank you" or use an emoji.

      Feel weird to repeat that too

    2. 2

      Well, Bruno isn't ducking 😀

      It's not necessary to always aknowledge every reply or interaction. If appropriate, even just a like can go a long way.

    3. 1

      We need a Like button for Twitter Likes.

      1. 1

        Sometimes I reply and say I appreciate the attention.

  2. 1

    Thanks for the invaluable lesson! I really like the part where you mention

    "They don’t realize how fortunate they are to have so many people interested in their works and eager to buy."

    Curious, what's your routine for handling Twitter and if you use any special tools/apps to handle all the tweets? Thanks 🙏

    1. 1

      You're welcome. Some successful creators and entrepreneur quickly forget what obscurity looks like.

      My routine is nothing fancy. Most of the times I check Twitter on the desktop with TweetDeck. I browse the feed, click interesting links, and reply to the (few) mentions or DMs.

      I maintain a list of topics to tweet or tweet drafts. When I want to post, I usually rely on the list.

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