For some, figuring out how to utilize Twitter for your company can be a little overwhelming. The bad news is that Twitter isn’t going away anytime soon. The good news is that we’ve provided five helpful and effective Twitter tips to maximize your brand and help you begin navigating the Twitterverse!
1) Incorporating Various Content
As the ‘followers’ pile up, it’s more important than ever to generate content to keep them. Each tweet blasted out to the public is a chance to lose a follower, and ultimately a fan. It’s easy for brands to discuss new developments with their company – new products, community involvement, awards won, etc. However, followers want more than a company tooting their own horn.
When it comes to content, consumers are looking for not only company-specific information but industry-wide information. For example, a simple way to post content for an airline might be to post upcoming ticket sales and recent customer satisfaction awards. When repeated, this content can become stale and very “blah”. Businesses need to look at a broad appeal to their customers and incorporate the messaging that will pique their interest – wouldn’t it make sense that someone interested in an airline might also be interested in travel destinations, packing tips and fun travel photos?
Regardless of the industry, simply supply the content and followers will come.
2) Utilizing Hashtags
As the Twitterverse grows and expands, confusion still remains surrounding common Twitter language uses. The most important symbol one can use in their Twitter account is the hashtag. This little guy allows you to hone in on those consumers who are looking for exactly the type of content that you are providing. Simply put, hashtags allow you to categorize your tweets in order to share information with others interested in the same topic, and also provide exposure and awareness of your brand to those who are searching similar content.
What is a hashtag, you ask? A hashtag consists of the pound sign (#) with a word or phrase directly after it. By including the hashtag, Twitter automatically converts the word or phrase to a hyperlink, so Twitter users are able to quickly view what other users are saying about this very specific topic.
In regards to the word or phrase that you choose to utilize as a hashtag, there are essentially no rules. You can use a word that directly impacts your brand, or create a hashtag consisting of your own branding. For example, during the 2012 elections, Obama’s campaign was pushing the hashtag #Obama2012 so that his supporters could tag their comments about the campaign with this phrase, and all other feedback about the campaign is right there at their fingertips.
3) Authentic, Authentic, Authentic!
There are lots of opportunities in the social media world to make things quick and easy. Why not automatically route website updates and Facebook posts to Twitter? Why not stick to a very methodical content posting schedule? Here’s why – consumers want to see that you are human too! As social media platforms grow to become more of an opportunity for fans and consumers to track down their favorite brands and businesses, the last thing they want to see is cold, robotic content. Develop a voice, stay current and be authentic!
4) Respond to Customer Feedback
Whether we like it or not, Twitter has become a place for consumers to “vent”. While this social media platform is super effective in sharing information quickly and communicating with other people or brands with the same interests as you, it is also a place where consumers have a quick and easy outlet to complain. Whether their flight was delayed and they tweet to their airline, or they received a shipment with one item missing, consumers are quick to take to Twitter with their negative feedback.
One piece of advice…don’t ignore them!
While you can’t give away gift cards to each and every complaint that comes through, consumers ultimately love to be heard. Sending a quick apology or waiving their shipping fee can be seen by the consumer as much more valuable than the actual cost.
5) Track Results
Sometimes posting a tweet can feel like tossing a stone and having no idea where it lands. If businesses don’t focus on tracking results of their social media posts, they’ll have no idea what’s working and what’s not. If you don’t have any tracking system in place and have no idea where to start, below is a simple chart you can implement immediately:
Once you track results for about a month, you’ll be able to view the emerging trends on which types of tweets receive the most customer feedback and reach. For example, are your customers particularly responsive on Saturday mornings? If that’s the case, save your most valuable and important posts for that time frame. Do your consumers respond to a post involving specific content? Well then, post more of that!
When it comes to new media, it can be a little scary figuring out how to best utilize it for your company if you’re not sure about it yourself. The best route is to get your feet wet and see what works best for your company and your consumers. Here at Edge, we help many clients strategize their social media content and campaigns, so contact us today if you have any questions!