If you’ve given any thought to your business’s social media strategy, it’s likely you already know that Twitter is a powerful platform to quickly communicate your message to a vast network of people. But do you know what it takes to really harness its power and apply it to an integrated strategy that complements your other social media and content marketing efforts?
Let’s explore five core strategies that will help teach you what to post, when to post and how to make your content standout on Twitter.
1. Identify Appropriate Content to Share
The same news, announcements, quotes and links you share on other social media platforms are not always best suited for Twitter. The major limitation to consider is Twitter’s strict 140 character post length. There is only so much editing and abbreviating you can do to content before it loses its power (and readability).
Instead of squeezing a long message into these tight confines, carefully consider what content you have that is best suited for short-format posting. Work with your content, not against it. For example, you may not be able to convey all of the exciting details of an upcoming event, but you can pique a reader’s interests with a teaser headline that sends them to your blog for more information. Also carefully consider your audience. Do they interact most with hard news, fun quotes or tidbits of wisdom? Share more of what appeals to your Twitter following and tailor your messaging appropriately.
2. Strategically Time Your Sharing
If you hit “send” on a post, then log out of Twitter and think your work is done, you’re missing the whole point of this social network! Sharing your content just once isn’t the most effective strategy for rising above the noise of all the other competing tweets being pumped out at the exact same time as yours. If one of your contacts logs in even minutes after your post, their newsfeed may have advanced so much that they miss your content entirely.
The industry’s best practice is to repeat an important tweet (such as a link to your latest blog) 2-5 times over the course of two weeks for maximum exposure. Keep in mind that the goal is to be informative, not annoying. Start by tweeting two messages, with slightly different content, right away. Tweet again about 8 hours later. Then wait one week and tweet the link to your blog again two more times. Finally, wait two weeks and post a final tweet. This will allow you to hit entirely new audiences each time. Also, it’s important to slightly tweak the content so the message remains fresh, not just a carbon copy of the prior tweets.
3. Incorporate Video and Pictures
Make use of the visual aspects of your business by incorporating them into your twitter strategy. Twitter has added features that make sharing video and pictures more attractive and dynamic. For example, Twitter Cards display the full image in your follower’s news feed. This is important for catching your followers’ eyes without requiring them to take yet another step of following a link.
We are a very visual society that also expects instant gratification. Using videos and pictures on your Twitter account will make your posts stand out among plain content. It will also give your followers a personal look inside the products and services your business offers and the people who provide them.
4. Be Engaging
Your social media engagement, such as how many people favorite or retweet your content, is a better metric of success for Twitter than simply the size of your network. Sure, you can have thousands of followers, but if they rarely interact with your posts, they are more like cardboard cutouts than they are fans.
The best thing you can do to engage your followers is to create value with the content you share. Position yourself as an expert in your field and offer useful advice that your audience will appreciate. This could be anything from what to look for when buying your first home, quick and easy vegan recipes or health and beauty advice. Further engage your audience by periodically asking them for advice. This is a great way to get a dialogue going.
5. Build Your Personal Brand
Twitter is a power platform for demonstrating the “human” side of your business. Use your Twitter handle, profile picture and bio as an opportunity to show your followers the person behind the business. Your content will sound more genuine and knowledgeable when people see that it is coming from a real person with experience in that industry.
Twitter is a fast-past, casual social media platform that is a great arena for tearing down the walls and coming out from behind the mask of your business. Use it to strengthen your personal brand by keeping your content real and relatable. Speak to your followers, not at them or above them. And most of all, have fun with it!
Have you built an integrated Twitter strategy for your business?