Twitter is a 140 character micro-blogging tool that has helped thousands of businesses reach and connect with people. You’re either already on it or are considering joining.
This post is about creating a twitter strategy from scratch. If you’re stuck on what kind of content to post or how often to post, this one is for you. If done right, twitter can provide an audience of over 200 million followers ( your audience will be a subset of this ) You just need to find the right audience for your brand and include that as part of your strategy.
Coffee cup in hand; get your team together and let’s get this started!
STEP 1: Listen
Most companies do this for weeks before they start posting. Why? Because, you need to know what people talk about, what are your competitors tweeting about? Who are the key influencers in your industry?
Listen carefully and jot it all down.
Since this is a coffee session, we will do the listening a little differently. This will give you a gist of what your influencers are saying and generally what content is being shared amongst followers in your industry.
Write down a minimum of 10 things you ‘Listened’ to and read about the people tweeting and retweeting. Now get each of your team members to do the same. That’s 10 per person on your team to give you the basic information you need to get you going.
STEP 2: Choose your audience
You would have chosen a minimum of 5- 10 followers when you created your twitter profile and will therefore have access to a few tweets. Now start focusing on whom you want to reach on twitter. Limit your scope to the demographic you really need. If you are a B2B, you would want to reach other businesses and follow the people who run them or are employed there.
If you’re a company with a fair amount of customers, look them up on twitter and follow them. Also see who they in turn follow. These people will form a part of your audience.
But, if you are a small company with not too many customers, type in keywords or terms relevant to your industry to find other like-minded people.
Remember that you are not trying to find everyone you’d like to interact with but those who will fit into your audience description.
STEP 3: Create content to Tweet and Retweet
This is the basic content we’re talking about. Now that you are done with the listening and choosing your audience, you should have the following information accessible
- What are people in my industry talking about?
- Do they jump into any conversation or are they influencing people through their tweets?
- What are your competitors doing?
- What tone is your audience using? Are they formal or informal?
- What kind of content is being shared? Links? Photos, maybe? What keywords are they using?
- Does any kind of content put them off?
- Check if hashtags are being used and then follow it to see if they are garnering enough conversation.
Use this to tweet and retweet content. Ensure that you are providing value or something useful to your followers.
Go ahead and pour yourself a second cup if you’d like, we’re half way there!
STEP 4: What is your twitter lead worth?
Part of being on Twitter is to connect with people, learn new things, have fun with it but the essential reason is to get a good return on investment. Have a call to action component in your tweet. Are you looking for sign ups to your website? Sign-ups to events? Or just brand awareness?
STEP 5: Track your goals
Your overall goal for a larger audience would most likely be to build brand awareness and to promote your company. So consider metrics that capture an overall influence like retweets, blog posts, clicks, link shares
For a skewed audience, each lead carries more value so your goal should probably be to generate new leads. Consider metrics like sales, e-mail, sign-ups, direct messages, mentions and clicks.
STEP 6: Refine your approach
Once you tweet a few times, you’ll know the language people use to tweet, the kind of content and the frequency of content to post.
Ask yourself these;
- What buzz words or hashtags do I use?
- How much effort do I put in to reach specific or new followers?
- What kind of content do I share?
- What offers/promos or freebies can I do?
- How do I ensure that my content reflects my brand proposition and positioning?
- How do I ensure authenticity through my content?
You’re done! As promised, over a coffee session!
However, a twitter strategy is a constant work in progress and definitely longer than a coffee session! But these are a few basic steps to get you started.
Please note that if you do face any negativity, accept the feedback and try to resolve it the best way possible. Always convert negative feedback to positive feedback.
Additionally: Use these tools
2. Socialoomph.com for automated tweets
3. Twylah.com for tweets that increase engagement and stay relevant
5.Tweetcounter.com and Google Analytics for monitoring and measuring
These should definitely get you up and running and hopefully you will find results soon enough!
(Images Via: WeSEE)