Twitter is the oft-neglected powerhouse of the top social-media networks. To be fair, it is difficult to stand out in the noise of Twitter. Even people and brands who post regularly can see their best content fly through newsfeeds too fast to achieve any meaningful engagement. Many brands, unfortunately, compare the engagement for their posts on Twitter to Facebook, and determine that Twitter is barely worth the time. However, viewing Twitter as simply another place to share a status update is missing some the network’s greatest benefits.
While conversations unfold differently on Twitter than other places, people on here have a high expectation of brands being highly responsive. A number of free tools like Hootsuite make it easy to track mentions of your brand. When someone is talking about you, jump right in and talk with them. It’s tempting to simply address complaints with a note to call Customer Service, and reply with a “Thanks” to compliments, but there are many more ways to have deep conversations with customers. Be personal and ask questions back of your customers. Retweet them and show some love by letting people know how you appreciate them as customers. The loyalty you generate by actually engaging and caring about customers will be priceless.
Hashtag conversations are a fun way for people to carry on conversations around a specific topic. Whether you’re looking for hashtags or specific keywords, be sure to search Twitter for relevant conversational topics that you can be involved with. Tyson, for instance, may want to be ready to answer any questions about how long chicken is good in your refrigerator. Is it about their brand? No, but it’s a great way to talk to people about something relevant to the shopping experience for their products.
If someone follows you, follow them back. If you see someone talking about you or your products regularly, sharing links to your site, etc, talk to them, thank them, and get to know them. It may be odd to think of someone becoming “friends” with a brand Twitter handle, but it definitely can be done.
The content you share is secondary to these points, but be sure that it’s stuff that is interesting to your audience. As with Facebook, stick to the 80/20 rule: 80% of content should be useful or entertaining for your audience, and 20% should be promotional for your brand. Twitter is much more friendly toward over-sharing than other platforms, so don’t be afraid to tweet a lot.
Infographic by Brandon Lyon