How to Create a Successful Twitter Account for Your Brand
In theory, Twitter should be one of the more simple social media sites to use— Given that its format is relatively limited when compared to other social media platforms such as Facebook and Instagram, the micro-blogging platform doesn’t seem to demand much thought or effort. Unfortunately, I find that in practice Twitter is often much more difficult to use productively/effectively than alternative platforms. This difficulty actually seems to be a result of the simplicity of Twitter’s format, as the short-form, quip style medium lends itself well to controversy and even (gasp) drama. For business owners, PR people and marketers, the Twitter-sphere can be a dangerous realm. If you fall into one of the above categories, I would suggest that you tweet with caution. All that being said, Twitter is an immensely important tool for businesses looking to connect with clients and communicate information in a clear and concise manner. Below are three tips I’ve found to be super helpful for business owners wishing to create a successful Twitter account:
1. Create and maintain your brand’s unique voice
As anyone who has successfully mastered the art of social media will tell you, you and your company need to develop a unique and catchy digital personality. While this is a crucial part of marketing on all platforms, it is particularly important when it comes to Twitter. Why is this? Because Twitter’s format is all about creating funny, quick-witted content. This is not the place for long-form essays or tragic apologies. Put simply, people go on Twitter to be quickly entertained, and if you and your brand cannot do that, most will simply keep scrolling. Developing your brand’s voice and personality takes consistent time and effort, and is not a simple or easy process for most brands. This is an area where choosing to hire a digital marketing professional can result in a massive long-term pay off. If you don’t have the resources to do this currently, then take some time to consider this— If your brand was an actual person, who would they be? What kind of jokes would they make? What do they care about? How do they interact with others/the world? Asking yourself a few of these tough questions can help you refine your brand’s Twitter process.
2. Build a bio that communicates your company’s personality
In addition to the actual tweets your business will send out, it is important to spend some time crafting a bio which communicates the essence of your brand. If someone stumbles on your brand’s profile, the bio section is where they will immediately be looking to determine who the heck you are and what you’re selling. I often advise clients to treat Twitter bios the same way they treat their tweets, keep them short, catchy and straight to the point. All the information your customer base needs to know should be easily accessible through your brand’s bio. If you have the space, this would also be a great place to incorporate some humor as well. Another no-brainer is to make sure that you include a link to your company’s website in your bio. Don’t be afraid to show off and have fun with your brand’s bio, use it as a space to expand on that unique voice we just talked about— Just make sure that all the important information a potential client might need is also included.
3. Converse with followers
I believe that Twitter’s greatest asset for brands is its ability to connect companies with customers and clients on an intimate and conversational level. Many successful corporate accounts have taken advantage of this with fantastic results. Some companies have even achieved legendary internet status through their Twitter banter. Fast-food giant Wendy’s has become infamous for their rivalries and jokes, making followers feel as if the franchise is the digital equivalent of your hilarious friend from college. This is just one of countless examples of companies who have taken advantage of Twitter’s conversational format to build engagement and deepen client loyalty.
Wrapping up
Twitter’s short form, conversational format is fantastic for brands wishing to connect with customers in a quick and fun manner. The platform also lends itself to communicating information to customers with a brilliant simplicity which other platforms seem to lack. Use these features smartly and Twitter might just become one of your company’s biggest digital assets. Here are the three tips I recommend to help get your company started on its Twitter journey:
Create and maintain your brand’s unique voice
Build a bio that communicates your company’s personality
Converse with followers