Wednesday, March 29, 2017Embroidery's Voice and Vision



Running a decorating business has a lot of facets. Join us on the DecQuorum blog as Kristine Shreve discusses them all, covering everything from combining embroidery and sublimation to what types of social media will benefit your business most. Kristine currently writes about embroidery, sublimation, decoration, social media and business as the Director of Marketing for EnMart. Besides the DecQuorum blog, Kristine also writes for the EmbroideryTalk Blog at and the SubliStuff blog at You can contact Kristine through the EnMart Twitter feed at or Facebook page at or by e-mail at

The Art of the Unfollow

When we think about social media, we tend to think about how to get friends, fans and followers, largely because seeing those numbers rise is so satisfying. There are tons of books and blog posts and articles and videos and podcasts telling you how to increase the number of people following your feeds, but there aren't nearly as many, if any at all, dealing with the art of the Unfollow or Unfriend. That's partly because, after working so hard to gain followers, fans and friends, many people can't comprehend why you'd wish to let any of that hard-earned attention go, and partly because being unfollowed is seen as something to avoid, not something to learn how to do properly.

The truth is that unfollowing is a bit more complicated and difficult for most people than it might seem, but it is necessary. Without the judicious use of the unfollow, your feeds can become unmanageable and clogged with minutiae that isn't useful or interesting. Unfollowing can also help those who are practicing strategic following, since it allows the elimination of anyone who isn't in the follower's target market.

If you haven't cleaned up your social media feeds in a while, you may have some work to do, but you can quickly whip things into shape by following these easy steps.

Step 1: Confirm your target market – Every business social media account should be focused on reaching the right people, those who would want to purchase your products or services. So, before you start unfollowing or unfriending anyone, make sure you understand who it is you're trying to reach.

Step 2: Eliminate those who aren't in your target market – Keep in mind, we're talking about business accounts here, not personal accounts. When you're working with a business account, you want to follow and friend accounts that are in your target market. You can have the best social media content in the world and it won't matter a bit if you're presenting it to the wrong people.

Step 3: Eliminate those who don't post – Next, eliminate everyone who hasn't posted in the last month or so. Some people do post sporadically, so you can't expect a post every day or every week, but it is reasonable to expect some activity in a month. While accounts that aren't being used aren't taking up space in your feed, they are taking up a spot in your followers list. Twitter, for one, establishes a limit to how many accounts you can follow. Why waste slots on people who aren't updating on a regular basis?

Step 4: Eliminate those who aren't posting anything useful – The definition of useful will vary from person to person but, in my opinion, anyone who posts hateful or obscene posts should be unfollowed immediately. People who are constantly reposting or retweeting other people's content aren't really doing much that's useful either. Remember that the reason for a business to follow or friend or like someone's page is that the content producer is in their target market and the content they're producing is useful or entertaining. If none of those things are true, it may be time to unfollow.


So often, this issue seems to involve hand-wringing and worry. I really like that you've made it practical. The way you've described it here sounds reasonable and doable. Thanks!
  - Thursday, November 21, 2013 (William Reichard)

Thanks William. I'm a big proponent of strategic following when it comes to business accounts. It's lovely to be nice and follow and friend everyone, but that isn't necessarily the way to use social media successfully for a business.
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