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.