Peter Cutler has 17,000 followers on Twitter. He gets them largely through gaming the system, looking for people who will follow anyone or who autofollow. He’s pretty indiscriminate in his follows and he doesn’t weight things like follower to followee ratio, picks up people using keyword search like SEO and marketing. He’s not particularly interested in personalizing his tweets to people he follows who may be curious as to why he follows them. He’s busy pushing some links, bragging about his Twitter Grade, etc.
In other words, he is a social media spammer. If you have 17,000 followers, there is no reason to be following new people. You can’t possibly follow all 17,000 people. You can follow some of them if you add them to lists. (And in my case, he didn’t add me to any.) Total followers is a meaningless metric that Peter Cutler is obsessed with, as he’s actively trying to grow his count. The people clicking through links for a few thousand followers, where the followers were gained through autofollow attempts, is pretty low. (I can break it down for you using Fan History if you care for data.) The ROI is pretty awful in that regards. Number of followers might be a nice ego boost. (Kind of like people who write Bella/Edward Twilight stories to get a lot of readers. Quality is often irrelevant there.) He can’t articulate why follows individuals. He offers little value for those following him in return. He’s hard to reach, not responsive to people who follow him while he deliberately seeks out those individuals. He’s gaming the system and a twitter follow spammer.
He might be a fine Creative Director, but he’s not some one I would ever point you at for social media he’s obsessed with the wrong metrics and his methodologies could cause backlash as he doesn’t think through the consequences of, well, you know, actions like gaming the system.