While some people debate whether or not Twitter is a social media tool, in my opinion, it is a vehicle for Brands and others to express their opinion, and to push their products and services.

Okay, so I have stated, or perhaps over-stated the obvious, right? Not necessarily! A huge challenge for Brands is to actively engage their audience on a regular basis. This builds Brand loyalty and enables them to keep the pulse on what their supporters are thinking about. But what happens when Brands don’t follow a consumer back? What are the ramifications? In our most recent studies we see a growing disconnect between Brands and current and potential followers on Twitter, Facebook, etc. The general sentiment is; “If Im not worth following back, why should I follow you at all?”

Some Brands understand this. Pepsi has 55,863 followers and follows 39,210 people. Ford has 46,057 followers and follows 34,274 people.

On the other hand, may other firms remain removed from their base. NBC has 57,145 followers yet only follows 49 back. Fox News has 458,286 followers yet only follows 83 people. Jetblue boasts 1,605,099 followers, yet is only following 114,587 people.

To be fair about this, many of these Brands that are not following people back are actively engaging people who direct a tweet towards them, either directly or through a hashtag.

While many celebrities boast huge followings on Twitter, we are seeing some erosion to that trend as well.

So what is your take on this? Should a Brand, especially a consumer related Brand follow you back if you follow them?