Twitter has been around for a long time now in the world of social, and if you’ve let it start to fall to the wayside, it might be time to reengage. We’ll even admit, we’re guilty of falling off occasionally—but really, it’s such an easy platform, and if used correctly, it has the potential to drive engagement ever-upwards, and even help you acquire some customers.
According to Statista, Twitter has more than 300 million active monthly users. That is an incredible number, and the odds are in your favor that some of your current customers and potential customers are users.
Using Twitter can be extremely effective towards increasing brand recognition, but you have to use it correctly. You may not agree, and that's okay, but we're going to change your mind.
Here are 3 truths of Twitter marketing and why you need to be abiding by them in your Inbound business.
- Updating is the Name of the Game
Some companies argue that updating their Twitter account isn't all too necessary—that they keep customers and followers up to date on what they're doing via other platforms. Okay, I get that. But it's just not the right logic. Those same people have forgotten that Twitter is a live stream of real time conversations; taking part in the conversation is important to stay relevant.
If you scroll through Twitter too fast, or don't go on for a while, you're bound to miss 90% of the conversation, and some of that conversation may very well be about your brand or concern your brand. And that's not good. This doesn't mean that you need to be on Twitter all the time—don't get me wrong—but it does suggest that updating your profile with relevant tweets, and monitoring the conversations, as it were, will greatly benefit you in the long run.
Luckily, you can schedule tweets in advance to go out through your Twitter handle, thus keeping you from logging onto your computer multiple times a day just to say 'hey!' to your followers. There are lots of different apps that allow you to do this. Personally, we use the HubSpot plugin to tweet, and it makes everything incredibly easy both on the scheduling end, as well as when it comes to reporting at the end of the month. Having everything in one place saves time and helps us understand better what is working and what is not working.
- Managing Your Followers is a Must
If you're not active on Twitter, you're going to get unfollowed. And truth is, we suggest unfollowing inactive users. Unfollowing people makes your Twitter look more engaging—apologies, all, if that sounds a bit shallow, but it's the cold hard truth—and honestly, when someone comes to your profile for the first time, they're going to look at your follower to follows ratio and think to themselves: is this person worth it? We're a different breed these days, with the addition of social media to our lives, and seemingly little things like how one uses Twitter can seriously affect the wellbeing of a brand. If you want to learn more about the ratio that no one likes to talk about, read this article by Tech Crunch, aptly titled: Twitter's Golden Ratio (That No One Likes To Talk About).
Follow people who are relevant to your work or are a part of your network. Or, if they have nothing to do with you or your brand, but they have interesting tweets that spark your interest, follow 'em! There's no hurt in it—hopefully they'll return the favor and follow you back. Just keep an eye on that pesky ratio we were talking about. Again, it may sound silly, but in the grand scheme of Twitter, unfortunately, it matters.
- Create lists. They help.
Lists rock. We mean this in every sense, really; we love to create to-do lists, pros-and-cons lists, grocery lists, you name it. Hey, even this post is a list! See what we mean? Well, the same goes for Twitter. Use the list function to separate the content you're consistently reading from, say, the less interesting content. The lists you create can be anything you want, as long as they make sense to you, and you stick to them. If you’re not really sure how to use Twitter lists, check out this piece by Sprout Social.
When using Twitter for your business, there are a few good types of lists to start out with.
- Your Team: The people on your own team's Twitter handles should all be kept in one play. Stay informed on their social presence—it's not a Big Brother phenomenon as much as it's a 'let's just make sure we're all on brand here,' type of deal. Nothing too crazy! Also, these people are on your team for a reason; they're probably tweeting useful stuff that your business could retweet!
- Your Customers: Duh. Even if you don’t have a ton of customers or clients to your businesses name, it’s a good idea to keep them all in the same place. You may think you can keep tabs on them from afar, but why make things difficult when they can be made easy?
- Your Competition: Sort of obvious, maybe, but those companies who are in direct competition with you—keep an eye on them! Twitter is literally handing you a spying tool (keep this list private, for obvious reasons—more on how to do that in the link we shared above), so why not use it?
Once you’ve set them up, keeping track of your lists is super easy—you can go to a single page and see what’s been going on throughout the day, or further back if you’ve been busy. The stream you see is just about the most intuitive, simple way to be fed information by those you want to hear from. Cool, huh?
Social media continues to evolve and platforms come and go, but Twitter has stood the test of time. It remains one of the most engaging and relevant platforms. If you abandon it, you run the risk of being left behind.
Have any other insights about Twitter’s lesser-known truths? Let us know!
Can-Do Ideas is a Digital Marketing agency specializing in Inbound Marketing and Inbound Sales. We are located in New York City and Connecticut.