For most companies, Twitter, and other social media platforms are an essential part of their engagement with customers. Not just that, but they can be an easy way to build trust with past, present and future users. Amongst other social media techniques, understanding your audience can be invaluable in establishing or improving your social media strategy. In the search for social media understanding, companies may wonder: What are our Twitter followers thinking and looking for as they go through their feed? Why do our Twitter followers follow certain companies, but not others?