Twitter is unlike the vast majority of social media platforms available to businesses because of its core structure – you have just 140 characters per post. Some celebrities and political figures are able to continue one message over several tweets, but most businesses don’t have the luxury of a similarly dedicated audience. Twitter requires careful engagement to drive clicks and site visits, a nuanced approach that might challenge otherwise savvy business owners who have a nominal social media presence.
Define your brand
Millions of tweets are written every minute of every day. Without having a strong sense of what a company’s message is, how can you expect to make an impact? A potential fan or customer might only see a single tweet, so it’s vital each one stays on message. A PR neophyte might feel 140 characters is painfully constricting – but experience has shown it’s possible to turn the world on its head with a well-timed, well-crafted message that cuts to the heart of what you’re trying to say.
You are your industry
For most businesses, the idea of ‘going viral’ is tantalising – and ultimately distracting. You should stick to what they know – report or retweet articles about industry or related news, and add your comment to it. This kind of post grounds the business in the real world, and establishes an interest. Using industry-related hashtags at the end of posts draws businesses into collaboration and helps customers find content more easily. A neat social media tool, Warble, can monitor Twitter for set hashtags and key phrases. You can then review and retweet posts as you see fit. Warble self-styles itself as “perfect for people who don’t have all day to spend on Twitter” – so it’s a godsend for busy people who have enough on their plates already.
Figure out what sticks
Nearly all social media platforms have analytics tools for businesses to watch emerging trends and the popularity of posts. This is the secret weapon when it comes to Twitter for business. It allows a you to see the success or failure of a tweet in real-time, leading to more targeted and smarter advertising for the company. Engage with the people who follow your Twitter feed. That doesn’t necessarily mean ask them straight out what they think. Instead, read their tweets and see who they already follow. There is a treasure trove of information right at the surface, all of which can help you craft better content. And with Twitter’s live video broadcasting you have an even more opportunity to deliver creative content.
Expand the Conversation
A clever tactic used by major corporations on Twitter is to take something small and make a comment on it. This begins a conversation with their consumers that may go beyond Twitter and into real life. The target when using twitter for business is to encourage communication – between company and customer, and customers with the industry as a whole. Link the company twitter account to its blog, and direct users to it. Retweet posts that say something the business agrees with to grow a web of influence (just make sure to check who the user is first to avoid embarrassment).
Don’t be intimidated by or discouraged from using Twitter. Its usefulness as a conduit to your consumers cannot be overstated – this guide will help you on your way. The best PR is that which customers remember. And the most effective way of doing that is just by being authentic. Twitter users, in general, tend to get put off when a company is obviously and heavy-handedly trying to generate business.
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Tags: engagement, Twitter
