With a multitude of social channels you are doing your business an injustice if you don’t engage in every social channel. Of course you have heard that Facebook, Instagram and Linkedin are cementing themselves in the online world but you should also look upon Twitter with the same eyes.
Before anything you will need to get a grasp of the terminology used on Twitter so that you can interact with your clients/customers and make the most of the functionality of the platform.
A tweet is the message that your business posts on the platform, which can be made up with a mix of text, photos, videos and don’t forget to hyperlink. Keep in mind that all tweets can only be 140 characters—not a lot of content but you will soon get why.
It is crucial that you master the art of hash tagging and mentioning; with 140 characters there is only so much you can write so you need to make your page and content searchable to other users. We always hear of hashtags ‘trending on twitter’ and if you aren’t familiar with this vocabulary, it is the gateway into conversation that is being most talked about. For example #BanTrump is a way for Twitter users to voice their concerns about Donald Trump’s power in the United States and this is a way to find petitions and distaste against his decisions. Now we know you guys are not going to be using your page to discuss political issues but this can be translated in the same way any other business such as a hair salon with #Hairgoals. Mentions are a synonym for tagging people so you can bring a tweet to someone’s attention by @username. You could use it to ask someone a question, thank them or to highlight a piece of content.
Further, with mentions it is important that you keep track of mentions and utilise them properly. There is nothing worse then a customer trying to get through to you and getting no response, consequently they will become a detractor of your brand.
In the academic article ‘Social Media and Customer dialog management at Starbucks’ Gallaugher and Ransbotham stress the importance of communication and consider Twitter as a customer empowered environment where they able to speak directly to brands, “While firms have long recognised the importance of listening to and communicating with customers, they are struggling to navigate the emerging complex, consumer- empowered environment.”
It is also key for brands to understand the power of Twitter for business and how it connects people, as it creates bonds that were never possible allowing customers from different sides of the world to communicate and discuss their experiences of businesses.
“Historically, firm and customer interactions focused on two direct relationships (firm-to-customer and customer-to-firm) and one indirect relationship (customer-to-customer). Social media not only intensifies these existing relationships but also creates new options and new variations on conventional options.”
You then also have the capabilities of replying to a tweet, so this is where your business should monitor the conversation about around your business or subject matter through hashtags to provide expert opinion and assistance to other users. If you are active in replying, you will gain more followers and influential status in your industry. In the same way, it’s important to keep an eye on what other ‘authority’ users are posting, particularly in your industry, as you can retweet this knowledge to your own followers—this B2B lovin’ goes a long way on Twitter
Let’s not forget the power of acknowledgement, Twitter also allows the function of ‘liking’, allowing businesses to show interest in compatible posts while also showing other brands that you are listening to their conversation.
Now that we have established some foundation in Twitter terminology and their role in customer engagement, we need to know how to effectively post. This evidently is how Twitter distinguishes itself from other social platforms.
Attention grabbing content will increase your following and keep them constantly engaged. It would be a shame to significantly increase your following only to see it drop back down to your original figures.
140 characters is not a lot to communicate your content but it is also a blessing because it means that you can use some awesome imagery to draw your target audience in. Ultimately, Twitter is a news platform, not a blogging stage and is made to give live updates.
This is the perfect example of a good tweet.
In this example you can see strong imagery, short sharp content and a relevant brand hashtag which iclothing has created for consumer conversation. If the tweet was directing to a blog post, you cold use url shorteners like bitly to assist with directing customers to a particular post or page without taking up too much content space.
So we hope this has made Twitter a little clearer and yes it is well worth it!