Marketers cannot underestimate the power of social media marketing. Twitter is a prime example. However, it can be frustrating when you do not get results. Believe it not, but tweeting has etiquette.
The first thing to realise is that you will not become a Twitter sensation overnight. Social media is about building relationships and sourcing a community of followers that trust your tweets and enjoy the information you publish.
Also, different strategies work for different businesses so not one size fits all. To point you in the right direction, let’s take a look at how the experienced experts recommend you use Twitter.
Update your profile
Your profile is one of the first introductions to your audience. It should therefore give them some indication of who you are and what type of content they can expect to receive from you. Give them a reason to follow you.
Your Twittering ideally needs a core message that you stick to. This works in the same way as posting relevant content on your blog. Keep within the confines of your purpose and you followers will know what they can expect from you.
In which case, update your profile with a mission statement.
Sharing other people’s content
Every expert on tweeting will tell you it’s not just about you. This is where Twitter etiquette kicks in. The community is about sharing content and users are expected to share other people’s content rather than using the platform as a self-promoting digital billboard.
The key to Twitter however, is sharing the right type of information. Think of your mission statement and direct your followers to links that are relevant to the information you want to provide.
Jeff Jarvis, author of What Would Google Do?, has this to say about sharing: “Do what you do best and link to the rest. You can build a valuable Twitter account that shares hardly any original content if it’s extremely well curated.”
Perhaps the most difficult and long-winded task on Twitter is building relationships. You need patience, but according to Laura Fitton, co-author of Twitter for Dummies, the wait and see game does have its virtues.
Fitton suggests thanking new followers and responding to people who ask questions – providing the question is relevant to your industry. There is a focus on building user trust in the digital marketing landscape and Twitter is just one platform where you have the opportunity to position as an expert in your field – so take it.
Engage, not sell
Social media networks are not strictly designed as marketing platforms. Although social media companies are becoming more geared towards helping marketers, the mind set of users is about discovery, not shopping.
Trying to sell something through Twitter then is socially unacceptable and could do more damage to your brand than good. Look to engage your readers through well curated content.
Create curiosity around your brand and products and let consumers discover your sales funnel for themselves. The writer’s mantra, “show to tell,” springs to mind here.
If you haven’t had a great deal of success on Twitter or other social media networks, don’t give up thinking they don’t work. It may just be you need to try a different approach – especially now Twitter has signed a deal with Google to appear in their search results!