Is Your Brand Using Twitter Effectively?

twitter small business

Everyone's number two

Twitter. Many use it but few use it well. The social media platform has been around for more than a decade but businesses, especially smaller ones, have a hard time with it and end up ditching Twitter in favor of Facebook.

While it may not be able to compete with Facebook in terms of sheer numbers, Twitter still has users numbering in the hundreds of millions and a strong presence can be very beneficial to your brand. Especially if you’re trying to reach a younger, more tech-savvy audience or want to get creative with your content.

Twitter’s simple (almost too simple) interface and fast-paced nature can make getting started with the platform a daunting task. But, if you keep these practices in mind, you’ll be tweeting with the best of them in no time.

Tweeting =/= promoting

Twitter is about joining conversations and creating great content. It’s not a place for businesses to regurgitate ads about their latest sales. Twitter users have a very low tolerance for shameless self-promotion and other traditional marketing tactics. They’re likely to unfollow a brand without a second thought if their tweets get to be too much — which could mean losing a potential or current customer.

Instead, tweet things you think followers will find relevant. This could be industry news, fun company culture posts or blog posts if you have them. 

Reply, reply, reply

While great customer service is a cornerstone of any small business, it’s especially important on Twitter. People actually use Twitter to communicate with brands more than any other social media platform so odds are, there’s someone on there wanting to talk with your brand.

Plus, since Twitter is more public than other social media platforms (anyone can see anyone’s tweets unless they opt to be private), people will start to notice if a brand doesn’t reply or seems disingenuous with customers. This could eventually lead to an unflattering reputation of being a bad business.

The easiest way to avoid this is by designating someone on staff to monitor Twitter a few times a day to reply to customers. Also, try to reply in a unique way instead of copying the same customer service line over and over again. This extra bit of personalization could go a long way in building a relationship with customers.

Use analytics

While there are some fancy insight tools out there that can run all the graphs and cross tabs you can imagine, Twitter offers its own analytics tool… for free! And it’s not too shabby either.

Twitter Analytics shows all the high level metrics you’ll need to make informed decisions about your content strategy, including engagement, impressions and what your top performing tweets are. It also has information about your followers, what their interests are and what events they’re tweeting about. Use this info to guide what you’re tweeting so your brand can better reach them.

If you’re gonna quit… quit all the way!

There’s nothing sadder than seeing a Twitter page that hasn’t been touched since 2010. Except maybe that Twitter page being your company’s… and a potential customer finding it and thinking, “They haven’t tweeted in over 6 years? Seems a little janky to me.”

It’s no biggie if you decide Twitter isn’t for your brand. There’s a lot of successful companies that don’t use it. But make sure to delete your account if you do. It might even be worthwhile to do a quick check to make sure your business doesn’t have a rogue account floating around that the summer ’09 intern made.

Need some help hammering down your Twitter strategy? Drop us a line and we’ll make you a master tweeter in no time.

Check out these related blog posts:

5 Ways Facebook is Reinventing Itself Post Scandal
Night of the Living Chatbots
No One Likes a Smarty-Pants

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