Twitter is a social networking site and an online news portal where people communicate with each other in short messages called Tweets. Twitter can also be called as a Microblogging platform. Tweeting is sending short messages of 280 characters to anyone who follows you and it will appear on their feed.
In other words, Twitter is known as a microblogging site. Usually blogging consists of people setting up a basic website for cooking, sports or fashion etc. But on Twitter it is instant. You can blog your ideas in 280 characters. That’s why Twitter is up the Social Media alley.
These are the few things that you have to do on Twitter:
- Tagging people
Twitter is huge.
As of the second quarter, Twitter has 335 million monthly active users making it one of the biggest social networks worldwide. The U.S alone will surpass 70 million users by 2020.
The numbers speak for themselves. Thousands of people advertise their recruiting and consulting services, their retail stores and many more services on Twitter. And it really works.
The modern internet savvy and easy going user is not fond of television advertisement anymore. People today need ads that are faster, less intrusive and can be turned on or off at will.
Twitter is exactly that.
If you learn the lingo or the nuances of tweeting, you can get good advertising results by using twitter.
Twitter is a place where news is broken, videos go viral, links are shared and celebs share their views. Twitter is also a platform which can be used to reach new people and establish yourself as a brand, engage with people and become an influencer.
You can easily interact with your favorite journalists, political figures, artists or athletes all in the same place. However, if you are looking to grow your business then we will tell you how to do it.
Here is how you to use Twitter for business:
- Thought Leadership
- Customer Support
Choosing your Twitter Handle
You may be great at what you do but handles like @BikeRider4Life or @LoveLife123 won’t work anymore.
However, if you’ve started a cooking blog and you want your twitter to revolve around that brand then a handle like @JeffTheChef is going to work. Because it is both memorable and straightforward.
It’s okay to play around and be creative with your Twitter handle but try not to create a cryptic handle of a high schooler.
Choosing your Brand Image
Your Twitter profile is like an online business card. People need to see who you are and what you are all about. So, you need to choose a profile picture and a header photo that sends a clear message.
“Your social profiles are like online business cards – use your images accordingly. – @sararuthw”
You can keep a fancy-professional picture, a simple selfie (but make it look good using filters) or a funny photoshoot-style picture where you look funny and easy going.
There are a few ways you can choose your profile picture and cover photo.
Make it promotional
Just do your thing
Keep it Simple
Find your brand’s voice
You don’t have to post what you ate for lunch. Trust us, it is something no one is interested in.
- Is this tweet relevant?
- Does this help your followers to get to know you and your brand better?
- Does this tweet promote your business values and ideas?
It’s okay to post cat videos here and there but keep it occasional.
For most of us, just a single profile will do but there is a trend of influencers with two profiles. One just to post content and another that’s professional but shows their personality in a different way.
Ann Handley’s Profile
Her second profile is more personal and it shows that she is a great communicator which brings us to our next point.
Build connections and influence
The point of building a personal brand is to become a “go-to” guy who has all the answers. You want to become the guy that professionals look up to. For this you need t get involved.
Respond to mentions. This one is simple and obvious but people tend to forget about it. We’ve noticed that professional relationships are strengthened by a little love here and there.
Tag, Talk, and Share
You are sharing something from a book then mention the author. Don’t be afraid to ask people for their opinion. It’s good to ask and engage.
Twitter is the perfect place to build thought leadership.
How can you do it? Here’s how.
By Building Reach
Online marketers have many options to get subscribers. To gain subscribers on Twitter you need to keep two things in mind:
Twitter focuses on followers. Not on likes or friends
Reciprocity, cyberculture’s part is embraced on Twitter.
Reciprocity means when you choose to follow a business or an individual on Twitter, they will follow you back because most of them are active on Twitter.
Reach is a great way to build thought leadership but reach alone is not sufficient. You need to content too.
Unless you are posting blogs on a regular basis, you need to post something on a regular basis and introduce your thoughts and a new perspective. If you have a powerful tool like Everyone Social for content then you’ll have a lot of content on a platter for you to post.
Content curation is great to get you started but you need to have to create content if you want to establish yourself or as a thought leader.
It is not about publishing content on a regular basis but to post something with your unique perspective. That’s when you start to stand out as a memorable entity.
Follow the 9-1-1 rule for Twitter. Out of the 9 pieces of content that you publish, make one your own piece of content and one a promotional piece of content.
Twitter give you the ability to engage and send social signals. FOllow people that are relevant and help you establish as a thought leader. Retweet content from influencers. List out your followers that share your content. With every social signal, you send out there, you end up in someone’s Twitter profiles notification section. This can help you get noticed by Twitter users.
Twitter is an excellent place for a brand to provide customer support.
Here are a few tips for a better customer support.
Be Prompt: Customers are reaching out to you on Twitter because it’s quick, easy and they are already online, so it is easy for them to get help. You can make it even easier for them by replying to incoming tweets and direct messages (DMs) as fast as possible.
Be Unique: To save time, you can write up a list of FAQ’s when you get asked the same question again and again on Twitter. However, make sure that every response is not the same. A human typing on the other side gives the customer a real experience. Plus, uniqueness helps showcase your brand’s personality and makes your brand lovable.
Be Helpful: It is your duty as a brand to solve your customer’s problems. You should try to solve your customer’s problems as much as possible on Twitter but feel free to share a blog post or a video.
Be Conversational: Add a human tone to your conversation with your customers. Use emojis, gifs and hashtags to make the conversation more fun and human.
There are a lot and critical mass of active users on Twitter. This means that the first-hand sources can break the news without being hindered by publishers.
There is low friction as a user can take a picture or a video, write some snappy text and Tweet it. The retweet mechanics work pretty well in the redistribution of the content.
The small size of the feeds helps people skim through a lot of news pretty quick which compensates the feed is not ranked by quality.
Hashtags help in starting a conversation and build a community around a topic. The search bar helps people find the events that happening and retweet it. This is helpful because of the search via titles or through hashtags. The trending topic mechanics help the news reach even further.
As we mentioned earlier, Twitter focuses on followers. There are two ways of getting Twitter followers. One is the fake way and the other is a genuine way. We will tell you the genuine way to increase followers:
The Right Way To Get Genuine Followers
As we have mentioned before an interesting looking profile is important for your brand. Your profile is your brand’s first impression. Make sure you have a great profile picture, bio, header shot and website link if you have any.
Know your customer persona:
A customer persona is defined as the semi-fictional version of your actual customer describing their facts, pain, behavior, and goals. So, before deciding what to post, we need to know who are we creating content for, what would they like to hear and what content would resonate with them.
Tweeting once a week will not help you get hoards to followers. You need to tweet frequently, a minimum of 3 times a day to 10 times a day. The more you increase your exposure to your current followers with awesome content, they may retweet and earn you more followers. If you see a post is doing well then boost the post immediately.
Join a Twitter chat. Twitter chats use specific hashtags at a certain time and date to start a conversation around some topic.
Remember you’re a brand with a voice of a human behind all of this. So, humanize the conversations. Ask people what they think of certain topics, thank them for sharing solid content. Keep it natural.
Twitter chats are a great way to meet new people, sharing thoughts and attracting more followers.
Twitter is a great platform to share interesting images, videos and article links and Twitter users love to click on all the interesting content. If you provide some value by sharing valuable content then they’ll appreciate it by retweeting it.
It is the art of riding the wave of popular content to generate traffic for your product or service. The term was popularized by David Meerman in his book “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.
As there is news that is breaking across the world, as marketers you should be able to ride the popularity wave of that content so that your business benefits in some way.
For Ex: When “Game of Thrones”, one of the most popular TV shows on the planet released their show, Quiz Up, created a game of thrones focused quizzes, Bleacher Report (sports) had funny videos of NBA + Game of Thrones content.
A good way to ride the wave is to create content around it, answer questions, add your own thoughts.
Show Your Brands Persona Through Your Tweets:
Twitter may only have 280 characters but showing yours brands persona in small amounts of characters is the best way to become likable on Twitter.
Use creative photos and videos to show what your brand really is. Interact with as many users as you can. It is not necessary that you have to follow everyone but by tagging them, retweeting and liking others tweets, you’ll get their attention.
To gain some new followers you have to tweet about news by using trending hashtags. Tweeting about current events using trending hashtags will surely get some eyes on you.
It happens because everyone else will be watching those hashtags flowing in through Twitter. If your tweets are great and your hashtags are on point then you can earn yourself some new followers.
Use online tools like Hastagify.me
They are still one of the best ways to gain some genuine followers. Start a contest or a giveaway around your product and announce the winner. GIve them a free coupon or an extended trial of your product.
As we have said before in the Thought Leadership section of this article that Twitter embraces the Reciprocity of the cyberculture.
This means that if you follow influencers and thought leaders they might follow you back.
Retweeting is also a great way to gain followers. After retweeting a relevant tweet, you end up in the notification section of the influencer. Chances are they might follow you back.
- Retweet their best tweet.
- Retweet by rephrasing their content, add your thoughts and include the person’s handle.
- Retweet content that your users are excited to read about.
Avoid Too Much Automation:
There is nothing wrong with using tools like Buffer or Hootsuite but people are smart enough to tell if the post is automated or not. They don’t want to follow a robot. Use a right mix of automation and real tweets.
What you should do is Automate thank you’s after follows. Anyone who thanks us, we should automatically thank them with a direct message.
Pin a Tweet:
The first message on your twitter feed can be pinned such that people know about your latest announcements, your media coverage.
Image Source: SproutSocial
Using Twitter is easy and great for a brand but just tweeting should not be your only motto.
If you are a brand you should monitor the performance of your tweets and your ROI. If you evaluate your average engagement rate, average retweets and average shares it becomes easier to smoothen the rough edges.
There are certain metrics that can help you evaluate the success of your brands Twitter profile like:
Engagement is no doubt the most important social media metric to measure. The whole point of being on social media is to build connections and relationships with your audience. Here is how you can check the engagement of the post by your follower or someone who stumbled on your tweet.
- Likes your post
- Follows you
- Retweets your post
- Clicks on the link
- Uses your branded hashtag
- Links back to you
- Replies to your post
The ideal rate of engagement should be 2.5% of your overall following.
Types of Engagement
While it is important to track the engagement, it is more important to monitor the type of engagement as well.
A like is great but a retweet and a comment is better. It is important to understand what kind of actions your posts are attracting. A like shows that the customers appreciate what you have to say but a retweet means they really value your input. If you wish to turn your customers into your brand advocates then you need the most in-depth engagement possible.
Performance of Your Content
Great marketing is all about the saying the right things at the right time. Fortunately, you can go wrong with Twitter because the stats will tell you what kind of content you need to post to get into your market’s good books.
Go to the Twitter Analytics page and you should be able to see the engagement rate for each post like the impressions, likes and other stuff in percentage. While a higher rate of impressions may excite you, you should be looking for a good impression to engagement ratio. If you got 20,000 impressions and only one like that means that what you are saying is not really effective and you need to revisit the content strategy.
There are a few brands who are so admirable and successful we had to cover them in this checklist to show you all How to do branding on Twitter?
The first one is:
The most admirable thing about this brand is that despite being a smoothie and juice brand, they stay far away from pushing their products on a daily basis.
In fact, their posts aren’t about smoothies at all. They use Twitter to show their fun, clever, witty and creative side of the brand.
Check out one of their posts:
Their brand personality is so creative that Helena Langdon, community manager at Innocent drinks said that, “We want to tell people about us in the most engaging way we can. It’s our goal to make our pages a place on social media where people want to visit and enjoy seeing in their timelines, then people won’t mind when we try to sell them drinks every now and again.”
Observe how cleverly they engage their audience:
DiGiorno Pizza is one of the funniest brands on Twitter. Their posts are about pizza but not in a user-promotional way.
Check out some of their posts:
The entire account is fun and hilarious. This tweet is also a great example of a brand riding the wave on a popular hashtag (#TheSoundofMusicLive). In two hours of live tweeting the company garnered over 44 million social impressions for that week and gained 4,000 new followers.
You might have seen posts go viral on Twitter before and you know how they go viral. You’ve used the tactic before and you know what tactic we are talking about.
Right. We are talking about Hashtags
A Hashtag is simply two words combined with no spaces in between and a # in front of them. That’s what makes a Hashtag and makes a post go viral. Ex: #ContentMarketing #TwitterMarketing
Creating a Hashtag
Hashtags became useful to all the twitter users because they separate the messages into different categories so that other users can easily find the messages that they can relate to and are looking for.
Creating a Hashtag is not that hard. All you have to do is use the keywords that best describe your business or brand. Then use those keywords without any spaces between them and put a hashtag sign i.e, # in front of them.
For Example if your brand is a related to fitness then you might use #Health&Fitness #EatClean.
Hashtags are like SEO for Twitter
Similar to using the keywords that you use for your website, you may also want to consistently use a few hashtags that are related to your brand.
If you are looking to expand your business without spending any money and increase your success then relying on social networking site and, in particular, using hashtags is a great way of making your Tweet more visible.
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