Social media creates both collaboration and exclusivity.

Collaboration with tools like tags, wikis, forums and comments.

And exclusivity with limited invites to new services and the attention we pay to those with great stats, and friends & followers.

Does collaboration and exclusivity apply differently to businesses online than to people?

I recently came across OGILVY’s profile on Twitter which prompted this question.

Ogilvy is one of the world’s most influential advertising and communication agencies, positioning themselves as 360 degree brand stewards.
I am surprised that more than 500 people follow them on Twitter, and they are following no one in return.

I am sure there are pros and cons to this.

On the pro side, they have a good amount of followers and the fact that they follow none of them may make them come across as exclusive (a core brand characteristic?).
They also don’t need to concern themselves with offending someone they don’t follow since they follow no one.

On the con side, their exclusive positioning may prevent them from meaningful collaborative opportunities—and may make people on Twitter perceive them negatively.

So, Ogilvy UK—what was your thought behind not following anyone?

I would ask you directly, but since you’re not following me, I can’t DM you.

If the subject of online exclusivity interests you, check out: A Small World &  RUE LA LA.