So you've grabbed a Twitter handle; set up a Facebook page; you've told your friends and coworkers to follow. But who cares? Is there anyone besides your loyal employees? Whoever coined the phrase, "If you build it they'll come," didn't know about the intricacies of getting brand attention on Web. To gain attention, you need to know your audience and determine what you can provide that grabs attention and makes people want to share it with their friends.
Take these findings on why people follow a brand into account. Razorfish did a study in 2009 called Digital Brand Experience Report, which surveyed 1,000 U.S. consumers (50.5% female, 49.5% male) in four major age groups to understand how their adoption of Internet technology and services impacted the way that they engaged with brands.
Reference: Razorfish Study (pdf)