witter gives us many ways to find relevant conversations. There are a range of searches, lists, groups, hashtags and apps to help us navigate to the people and the comments that need our attention. For most brands, the simple ‘following’ mechanism (great for personal users) is just too clumsy a tool to have much meaning or utility in itself, so more nuanced forms of listening have to take place. To judge an account by a ‘following’ number is to draw conclusions about the ways a person or brand uses Twitter to listen.