How long-lasting will your company's endeavors on social media turn out to be, when all is said and done? While you may not be able to compete with pop stars and internet memes, your online customer services should keep an eye on where your messages go: that is, how the followers you have share or retweet them and what effect that has on your number of visitors overall.
The Atlantic has an interesting piece out now that looks at what it calls the "top 12" most retweeted Twitter accounts on the internet, according to a service called Favstar. Some of the entries won't surprise anyone even moderately aware of popular culture, with Liam Payne of the Band One Direction beating out popular astronomer Neil DeGrasse Tyson by thousands of retweets (another One Direction member, Louis Tomlinson, ranks even higher).
But it's more than just popularity and an enduring fanbase that makes these feeds desirable ones: it's also about users who are able to provide something meaningful to users, whether it's an exclusive image, a humorous representation of something or a promise to share any users who retweet (though this last one can come across as shameless if not handled well).
As an example of how fame does not always translate into internet savvy, one can look at an excerpt from a recent book about Twitter by Nick Bilton that describes Oprah Winfrey's difficulties with initially using Twitter and messing up.
While obsessively counting retweets may be a backwards step, there's something potentially very productive in the way that nailing a customer re-tweet that might add some needed relevance to your business.