Twitter has been the social media success story of recent years, helped by the enthusiastic endorsement of journalists and celebrities. Now businesses are beginning to learn how to harness the site's power to grow their companies.
Twitter’s success lies in its openness. Whereas Facebook requires users to friend someone before viewing their profile, Twitter updates are mostly open for all to see, making it very appealing for brands looking to promote themselves.
Don’t be cryptic
With only 140 characters at your disposal, it’s often tricky to get ideas across, but being clear and concise is crucial in keeping your followers engaged.
Give followers a reason to click your link
Include a link in your tweets whenever possible and keep your tweets interesting to encourage click-throughs.
Convey your personality through your tweets
Don’t be afraid to use a lighter tone on Twitter. The more approachable you are, the more likely you are to build relationships with your followers.
Create lists of key people in your industry or useful contacts
Use Twitter Lists to put together useful groups of relevant people. This will help you build links with these influencers and also will act as a useful resource for your followers.
Respond to replies quickly
If someone directs a message at you on Twitter, do your best to respond as quickly as possible. Even if you don’t know the answer or need to find more information, you can still set expectations.
Link Twitter to your Web analytics service
Use Web analytics to identify what drives traffic and how effective or likely this traffic is to convert.
Retweet interesting content
Embrace your community and if one of your followers tweets something interesting, retweet it to your followers. Add a comment for extra points!
One of the best ways to encourage engagement with your followers is by asking questions. Why not get feedback on your latest product/service or ask for content ideas for your blog?
Don’t just tweet about the same thing. The best brands on Twitter provide a good balance of different tweets – some serious and some promotional, but others that are lighter in tone and give a more human side to the company.
Pimp your profile
Using your company colors, keep your Twitter profile consistent with your company branding to make it feel more credible.
This article is an excerpt from Putting the 'social' into social media, a guide to how companies can use social media marketing, compiled by Wildfire PR.