Twitter has become a popular social media tool amongst marketers over the past couple of years. Whether it's a global brand keeping its consumers engaged in its brand and products, a customer service department monitoring customer sentiment, or even a mobile food truck broadcasting its menu and whereabouts that day, businesses have found real ways of integrating Twitter's social network into their marketing strategy.
If you're considering adding Twitter to the mix, here are some basic things to think about:
Is Twitter right for my business? Ask this first. Is your customer or fan base even using Twitter? Do a bit of research to see if it even makes sense to start a Twitter account. While wildly popular, not all demographics are on Twitter and active. It may not be worth the work of building up your following if there just isn't enough volume there in the first place.
Ask yourself why you want a Twitter account. Doing it just because everyone else is has one is not a good enough answer. Figure out what business objective you're trying to achieve and how tweeting impacts that.
Also ask whether or not you can apply adequate resources to the program. Depending on your objective and the size of your company and your audience, one person managing the program an hour a day may be enough. As your following grows, more content is generated and the time and effort that person needs to adequately monitor and respond will increase quickly.
What content would I tweet?
What content is most appropriate for your following? This goes back to your original objective. Whatever your reason, craft tweets that will give them a reason to follow you, interact with you, and introduce you to their network of followers.
Content can be as simple as the standard 140-character tweet to links to branded videos, images, articles, blog posts, contests, microsites... you name it. As long as it's relevant to your audience and objectives.
Some other considerations around content. Is this a branding exercise? Post content that positions you as a thought leader or innovator in your industry. Looking to keep your company top of mind with customers? Tweet content that keeps followers entertained or engaged. Want to be seen as the resource for your community? Post and repost articles that are educational and relevant to your audience.
How do I build my following?As in many things social media, just because you build it does not mean they will come. You'll need to come up with a mini-marketing plan for acquiring and retaining followers and actively manage your account in order to see growth.
Start by adding a Twitter link to all communication channels where it makes sense to do so. Your website, newsletters and email signatures are all great venues to increase exposure for your Twitter handle.
While people start to follow you, look at following others to expand your network. Build relationships with those you follow by commenting on and reposting their tweets to your network to build relationships. It will all come full circle in time. Soon you'll have an expanding network of people who act as influencers, spreading your content to their networks.
Remember, this social media tool only works if your customers are on Twitter and if you actively participate and engage with them. Once you have a significant following, you can use Twitter as a communication channel to drive traffic back to your social media community, corporate website, or social contest.
If you're looking for online video and social media solutions that syndicate to Twitter, Reality Digital can help. Visit www.realitydigital.com to learn more about our social media platform and unique social media solutions.Subscribe to our email newsletter and receive practical tips and how-to's on social media programs.