Twitter is a powerful branding tool for your business if you’re using it properly. The problem is, many small businesses and up-and-coming brands make a few mistakes here and there or, even worse, never put enough time into properly managing their Twitter campaigns.
At B2C, Ciaran Blumenfeld tells us that customer service is the biggest reason to use Twitter. She says, “This may be the single most important reason that Twitter still matters for brands and why you’d better stay current on your Twitter account—checking it daily, preferably multiple times if you have a business of any size that deals with customers, and that may encounter customer satisfaction issues.” And, to take this further, she says, “These days fans and followers expect to be able to reach “those in charge” via Twitter and have their questions and problems addressed promptly. Not only do customers expect to be answered almost immediately, they consider it a black mark if they do not receive a timely social media response.”
How do you tweet well? Follow these tips to get started.
#1: Use Consistent Branding
Using the same logo, same style of content, and the same name for your company across all social media and all Twitter campaigns is important. In a survey from SDL, 1800 millennials aged 18 to 36 were asked about branding. The survey found 60% of people expect brands to be consistent in their brands. In fact, most people don’t care about where they interact, just that they are interacting with the same brand. The survey found brand consistency was the #1 most important factor when interacting with brands.
#2: Retweet Content (Bonus tip: Retweet with comments)
The art of retweeting can be pretty amazing. You respond to your customer’s comment with a message and share it with your followers. That’s pure engagement and exactly what social branding is about. While retweeting what your followers or others using the site have to say is good, commenting is even better.
Here, Specsavers retweets a follower’s message:
Here’s one from KitKat:
#3: Be Active, But Not Too Active
Being consistent and present on Twitter is important. Do you really want your followers to think you’re plugged into your Twitter app all day every day, hanging on every last comment that mentions your company name? Okay, maybe you really are doing this especially at first. However, it is possible to be too active.
Kevan Lee at Fast Company offers this take, “Informative versus annoying. That right there is the heart of why any of us care about posting frequency at all. We want to provide value, but we don’t want to go overboard.”
What does this mean number-wise? There’s no hard and fast rule here. For most businesses three to four times per day is good. And, remember, you do not have to do this alone. You can automate the process to spread out tweets throughout the day (unless you really do just want to sit there!)
#4: Take Advantage of Twitter Lists
Twitter lists are often overlooked when it comes to creating effective tweets. To get the rundown on how to use them, check out the Twitter Help Center for this thorough breakdown of the process. In short, you can create your own lists or subscribe to others. Lists let you organize people you are following on the site. It’s a group-like feature that allows you to organize who you are speaking with or interacting with on the site. In short, it makes things easier to follow on Twitter.
Here’s a look at Mashable’s Twitter feed to give you an idea of how it looks:
#5: Monitor Your Company Name (Both with and without “@”)
According to Twitter itself, 77% of users who receive a reply from a brand feel more positively about that brand. To respond to people, then, you need to know who is talking about you (and what they are saying. That’s not always simplistic to do especially when you have limited time. With the right social media listening tools, you can pick up on any mention of your company’s name, with or without the “@” before it.
This is especially important when using Twitter for customer service. Oftentimes, people take to Twitter to share about issues they’re having with a product, without actually tagging your brand’s twitter handle. If you don’t have any way to monitor those tweets, you’ll never even know about people sharing their feedback, and you’ll have no way to resolve the issue. When using Twitter, monitoring is one of the most effective tactics you can implement.
#6: Make Tweets Valuable
Make tweets valuable. Simple statements with little meaning don’t get re-tweeted and are unlikely to be enough to create engagement with your customer. Instead, pay attention to your audience and send tweets that matter to them, to current situations, and to your brand.
The American Red Cross showed compassion and support with this tweet. Then, it could even respond to those who needed their help by following their company name.
It doesn’t have to be formal, though. The Denver Broncos sent this tweet to its previous long-time quarterback. How many of their fans would respond and retweet this message?
So now that you have a long list of things to do to prep for your next Twitter launch, take a step back for a minute. The process can get easier, especially when you use NUVI’s incredible resources and tools to help you. Check out our social media analytics tools to help you get started curating content your Twitter followers really want to read. Then, engage with us to build a successful campaign.