Despite Twitter’s popularity, I still have people tell me all the time, “I don’t get that Twitter thing” or “I don’t do Twitter” or ask me “What is Twittering?”. These statements or questions usually make me chuckle. Despite the millions of users who engage on Twitter each day and with phrases like “follow me” or “hashtag” becoming part of pop culture, many people and businesses still don’t get it. Here’s my take on some of the best “dos and don’t” when it comes to using Twitter.
Define Your Goal:
Why is your brand/business on Twitter?
If you only want to push users to your website, you’re missing out. While users may still follow your brand, it’s likely they won’t engage. Users need to view your brand as hub for expert information related to a certain topic, not just a product or service.
Create Relevant Content:
To become an “expert” in a certain field you need to create relevant content that resonates with the users who follow you. Convey industry messages, not messages that only support your business. An important part of creating relevant content, is nurturing your brand voice. Users should feel like they “know who you are” by tweets. Consistency and knowing your audience will help with this. And make sure those tweeting for your company are knowledgeable, good listeners, and trustworthy. When it comes to content, it’s also important to learn how to be concise. Research shows tweets under 100 characters generate more engagement than the max 140 characters. And remember, content should not be used as a “push” marketing tool. Content should be created to establish and develop relationships.
Respond to everyone. It doesn’t matter whether you run a big business or a small one, every twitter user wants a response if they reach out to a business. Ignoring negative tweets or conversations about your brand or industry will only harm your reputation as an “expert.”
Use Hashtags (but don’t go crazy):
Hashtags help users find tweets on topics they may be interested in. It’s important to use at least one hashtag per tweet. Research shows brands who use hashtags get more engagement from users. But limit yourself to two hashtags max per tweet. Using more than two, well, is just too much! Twitter also allows you to search for the most popular/relevant hashtags, so keep track of the trends. This can help keep your business in tune with what users are searching for when it comes to certain topics.
Call to Action:
By asking users to “retweet” a tweet, businesses can receive 12 times higher shares than those who don’t provide a call to action. And make sure to spell out “retweet” rather than just use “RT”, because that’s proven to be more useful. This will also help drive your tweets to be more concise. It’s a challenge, but will prove beneficial.
Once your business has a Twitter account, it needs to be managed effectively. This means you’ll need to focus on tweeting interesting content, as well as retweeting relevant posts. And this needs to happen consistently. Your goal should be to be visible on the social network. If you’re not consistent, you’ll be invisible or irrelevant. You need to keep your followers engaged and wanting to come back for more.
When it comes to using Twitter for your business there are a few things to always remember: don’t go overboard, listen and observe, be authentic, and execute. With any social network it’s not just about utilizing it, your business needs to have a strategy to be successful.
Do you know which brands have the most engagement on social media? Here’s a link to the top 25. Which brands from the list are you most attracted to and why?
How does your brand try to grow engagement?