Building a brand on Twitter – a social media platform that limits messages to 280 characters – is particularly challenging.
However, should you manage to do it, the results are gratifying: at the moment, Twitter has 330 million users, many of which are your potential customers.
In this article, we will address seven best practices for building a brand identity on Twitter to attract new audiences and engage the existing ones.
Before setting out to post on your business’s Twitter account, you should create a full-fledged strategy by defining what your main goal on Twitter is.
In order to succeed on any social media platform and engage its users properly, you need to make sure that you invest your time and effort into what will drive results. Use your audience’s buyer personas to forge these decisions – remember that you can’t cater to everyone’s needs on Twitter.
When defining your Twitter goals, think about what you want to achieve. Possible goals could include:
A social strategy gains actionable goals once you know what your business objectives are. To get the results you want, you need to make sure the objectives are measurable and specific.
The most noticeable and immediate aspect of your Twitter’s brand identity is the brand name or, in this case, username.
During the account registration, make sure you provide the full business name or an alternate version of the name, that is relatable and memorable.
A Twitter profile username conveys a particular brand image, improves your business’ likelihood of appearing in social streams/trends and boosts your audience’s trust.
Besides coming up with a compelling username that reflects your brand well, you should also:
A well-defined brand voice is a crucial element of your social media messaging and audience engagement.
A brand voice that suits your company, your product and, above all, your target audience, is the number one factor in establishing a sense of trust with your consumers. It is also a tool that positions you uniquely in the crowded market.
Every piece of content and every tweet on your Twitter account should contain your brand voice, meaning a voice that reflects your brand personality.
Whether this tone will be formal and professional or more laid-back and humorous depends on the type of services you provide and the audience you cater to.
On Twitter, like on any other platform, your voice should align with the nature of your business and the type of people you are trying to attract.
Your Twitter brand voice must come across as authentic, not to confuse or alienate the audience, which is used to certain types of communication coming from your business.
This also ensures broader brand consistency and brand recognition.
The images you plan to post to your Twitter profile will come across as more professional, unique and engaging if they bear your brand’s visual identity.
Remember that branding is all about consistency – and consistency is extremely important when managing your brand on different digital channels.
Branded visuals create a link between your Twitter feed, website, online ads, Facebook profile and other digital platforms. They help you promote your business and gain recognition from your followers.
If your business has a brand style guide book, built by an expert digital marketing agency, containing instructions for applying your brand’s logo, colors and typography to all channels, it would be advisable to apply these to Twitter as well.
The most fundamental way to brand your Twitter visuals is by adding your logo to them or incorporating your recognizable brand colors.
Hashtags – phrases that indicate a specific topic or content – were invented by Twitter. Today, they are an essential component of any social media strategy and how businesses acquire relevancy and keep up with trends.
In fact, tweets with hashtags improve user engagement by 50% for brands.
Your Twitter brand identity should incorporate hashtags strategically to your advantage by grouping your content into different hashtag categories and making it easier to find.
The best practices for using hashtags on Twitter’s business pages include:
Getting engagement from your Twitter followers is not an easy feat.
After all, Twitter is one crowded place: over 350,000 tweets are sent through this platform every minute!
Knowing when to post during the day can boost your engagement metrics significantly. One recent study suggests that:
However, only you can get to the bottom of your specific audience’s habits on Twitter. If these general audience traits do not apply to them (or if you’re unsure if they do), follow these best posting practices:
As much as 82% of users watch video content on Twitter and have said they would even like to watch more videos from the pages they follow.
Multimedia, like videos, infographics, polls, etc., is a useful way to engage your users on social media.
Some of the ideas you can utilize in this respect include:
Your brand is your promise to your customer. It is critical that your business gets the right presence on Twitter, which is still one of the most popular social media networks for both B2C and B2B segments.
By building your brand for Twitter, you can connect with your followers in a meaningful way that will build trusting, lasting relationships.
Twitter has done as much as possible to level the playing field for marketers. Now nearly anyone can reach a new audience, anywhere on Earth, with nothing but creativity to propel them.
Each one succeeds in a very, very different way. What I want you to learn by the end of this article is that your brand can carve out a unique place all its own on Twitter. The catch is that you have to do it yourself, and you have to do it consistently.
Starbucks runs their Twitter account the same way they run their stores: With lots of one-to-one interaction! Stopping by Starbucks for a morning drink is such a tradition for so many people that it’s no surprise that these same people also feel like they can tweet to Starbucks regularly too. Tweets like this are common:
Basically, someone random will say something equally random about Starbucks, the @Starbucks account will reply, and that will set off more discussion and maybe a retweet. This happens dozens of times a week. These one-to-one interactions have been a hallmark of Starbucks right from when they first started their account, and is a cornerstone of their customer service.
What you’re learning here is how you build a Twitter account one interaction at a time. Twitter users appreciate this type of personal touch more than anywhere else. Why? Because you’re not messaging them through something private like email, you’re right there (typically on their smartphone) in public for all their friends to see.
They also create content which is in tune with their audience. Selfies of drinks are common amongst their followers, and they follow their audience:
— Starbucks Coffee (@Starbucks) March 14, 2016
When you’re Samsung, and you pride yourself on the quality of your product, you use that product to create incredible content. Their Twitter feed is absolutely stuffed to the breaking point with a wide variety of visually appealing content. Check out how in the space of a few days they tweet out an image, a video, and a GIF:
— Samsung Mobile (@SamsungMobile) March 3, 2016
— Samsung Mobile (@SamsungMobile) March 7, 2016
— Samsung Mobile (@SamsungMobile) March 9, 2016
This gives their followers options. If you’re scrolling through their Timeline quickly while on break at work, with free WiFi, maybe you want a video. If you’re on the bus going home, maybe your mobile data would prefer a GIF, or a photo if you’re really tight on the ole data budget.
The key is that Samsung create a wide variety of content to give their followers a choice. You don’t always have to watch a video, and you’re not bored to death with photo after photo.
The other remarkable thing about their account right now is their partnerships. They work with prominent media people to show that their product is exceptional:
— ELLEUK (@ELLEUK) March 2, 2016
They’re not afraid to grab a quote from some guy named Mark and tweet it out:
"Gear VR is the best mobile VR experience." – Mark Zuckerberg pic.twitter.com/ujhABUDPNu
— Samsung Mobile (@SamsungMobile) February 21, 2016
And they work with paid celebrities to keep their influencer marketing game on point:
— Samsung Mobile (@SamsungMobile) January 6, 2016
In all seriousness, their work with familiar names and brands has helped them gain legitimacy, stay on the minds of their followers, and get more retweets with valuable content. Who else out there is working with Snoopy? These are all memorable brand moments, and everyone needs to create them to stay on top.
The name of Chanel alone conjures up images of highly fashionable clothes, perfect-bodied models, and opulent locations. Their Twitter account takes this and runs with it, almost to the point where it’s a tongue in cheek joke!
They routinely work with celebrities:
— CHANEL (@CHANEL) March 14, 2016
They dress their models in absurdly extravagant clothing. Seriously, how much do all these pearls weigh and how are these ladies standing up:
— CHANEL (@CHANEL) March 9, 2016
And, just to show us how common we all are in our private moments, they tweet out behind-the-scenes content which still looks like this:
— CHANEL (@CHANEL) March 9, 2016
Just three supermodels hanging out backstage, super casual…
Chanel’s strategy in Twitter marketing is the same as their strategy in the clothing they sell: Everything is incredibly high-value. They tweet very seldomly, but when they do it’s an incredible piece of content. From days spent with Skateboard P (sorry, just join the party? You know him as Pharrell Williams), to models backstage, on stage and everywhere else, to showcasing their high-end product: Everything is the highest of quality.
Not every Twitter account can get away with tweeting so seldom and maintain such a huge following, but what you can learn here is the true value of great content. You can get a few followers by tweeting whatever comes to mind at any given moment, but planned content with a high value to your audience will always pull the biggest follower numbers.
There are many ways which you can succeed on Twitter. This was shown you very clearly how three titans of Twitter marketing succeed:
Which of these tactics you focus on is up to your brand’s voice. What I can say for certain is that everyone should follow Starbuck’s example and be personal. Whether you choose to go low-key with your content, or extravagant, is up to the goals of your brand’s overall voice. Either way, the voice of your fans must be acknowledged and replied to if you want to build an audience on Twitter.
Ernest is a digital marketer with a slight video marketing obsession. You can read more about him over on the Social Media Marketing Guide website at the link. His favorite Twitter account will probably always be Katy Perry. But that’s his business…
It is no secret that social media sites are becoming popular by the day; these platforms are being used for more than just meeting new people. Businesses around the globe are starting to utilize them as a way to increase their marketing efforts and help to get their brand noticed online. This is considered to be a tool that small businesses can use to increase their market reach and build a larger global market.
Twitter is without a doubt one of the most popular social media platforms available. People are given this powerful tool to voice their ideas and opinions and update their current activities, which is also a good way to introduce your small business’ products and services. One of the best ways to get noticed is to create an online trend, which refers to the ability for a user to make use of hashtags to get their business known.
Example of a hashtag
— Brandignity (@Brandignty) January 2, 2013
A hashtag is simply a word or phrase that has a “#” prefix at the front. For e.g. #microsoft or #apple. Primarily, the main purpose of using a hashtag is to make sure that a conversation around a specific topic or word can easily be tracked. Twitter users can easily use this marketing tool to track the conversations about their business and get a good understanding of their popularity online. You can use this to increase awareness of your small business online.
One of the best ways to create a buzz around your business with the use of hashtags is to promote your business’ products or specials. The global reach that Twitter offers its users allow you to reach a wider audience and thereby increasing your exposure. Another benefit of using hashtags is the ability to be part of a current trending topic that your small business may be related to. By introducing your business to the trend, it will allow people to associate your brand and create awareness.
Always remember to use the correct hashtag. Topical tags are usually the best way to go about the process, and this means that it has this bigger reach in the overall market. Use these tags as part of your tweet, rather than just using them separately. It will be easier for readers to become informed about what your business is or what you are trying to say when they can read it in context as a complete tweet.
Finally, remember to track the hashtag’s progress to see if it’s effective for your marketing goals. There are various tools that can help you do this online, but Twitter can also provide you with this information. It’s a great way of measuring your reach on this social media platform and you can easily keep an eye on conversations regarding your product, service, or brand.
The more hashtags are being used on Twitter, the more it will encourage the use of better statistics, control, and a better understanding of this tool in general. People all over the world can benefit from hashtags and it should be a positive and useful experience for everyone – regardless whether you are using it for personal or business purposes. With social media being such a powerful online tool, this is becoming a very popular way of expanding your market reach, keeping an eye on conversations around your business, and allowing people to easily follow updates around your business.
About the Author:
Lorien Roux is an entrepreneur and blogger who loves writing on anything related to business and marketing. She also manages BusinessProfiles.com, which provides registration information on businesses across the U.S.
Are you still confused on how to execute a proper conversation on Twitter? Don’t worry you are not alone. The good news is that if you are trying — well you are trying which is half the battle. The truth is that Twitter is a very important area to have a voice especially if those following you are highly targeted.
This great Twitter infographic was brought to us buy the folks at buysellads.com. Check it out, you might learn something very important.
Everyone who is in business is aware of how important marketing is for a number of reasons. One of the main reasons is to expand their company and their reach to potential as well as existing clients. Although there are many traditional forms of marketing such as television, newspaper and radio adverts, social media marketing is a medium has changed the way that marketing communication is performed these days, and it is definitely for the better.
One of the most important differences that Social Networks have made to marketing communication is the fact that, unlike traditional marketing methods, which were only able to offer one-way channels of communication, it offers the ability for companies and clients to communicate with each other in real-time. Because various forms of social networks such as Twitter, Facebook, or even email allow those who are receiving the marketing message to respond to the information they have received and interact with those who have shared it, it means that businesses and marketers are able to receive feedback about their marketing strategies almost immediately.
The increased usage of Social Media marketing has ensured that almost everyone who advertises online has the opportunity to see their brand go viral, whereas with traditional forms of marketing, only larger corporations were able to afford the high costs of TV and radio advertising, which gave them an unprecedented advantage. In some cases, Social Media Marketing has enabled smaller companies to overtake their larger competitors with ease, because of the fact that social media channels literally know no boundaries. The use of Social Media as an effective marketing tool has also enabled advertising messages to be tailor-made to suit specific individuals, groups or companies.
Another advantage to this form of marketing is the fact that customers are able to voice their concerns in real-time and in many cases, they receive feedback within hours or even minutes in some cases. This is a definite improvement in customer service levels because when it came to traditional forms of marketing, customers who wished to voice their opinion often had to wait days or weeks before receiving any type of response. Because of receiving almost-instant feedback, marketing companies can now resolve customer issues and complaints far quicker as well. An added advantage to using social media for marketing is that your client base will continue to grow on a daily basis.
Although many people are against trying anything new (even when it comes to advertising), this form of marketing will not be going away any time soon, so it is best for companies and individuals to learn how to embrace it and use it to their advantage in order to reap the many benefits that it has to offer. It is one of the most effective advertising mediums because virtually any business out there is able to spend an hour or so per day interacting with their clients.
Social media sites like Facebook, LinkedIn, Twitter, and Pinterest, have completely revolutionized the way companies promote their products and services. Social Media communication has changed the business world forever. It is a big part of the marketing plan of the future for many companies, and it is largely free, which makes it even better.
Advertising, marketing and public relations are the areas of business that have been impacted the most by the social media storm. Companies are saving thousands of dollars every year in their advertising budgets by moving away from traditional print, radio and television advertising. There has even been a noticeable reduction in businesses purchasing online banner ads because they can set up their own Facebook, Pinterest or other social media page and get their message out without paying hefty advertising fees. Social media platforms allow companies to hyper-target the exact relevant audience they want to reach instead of buying an ad and hoping potential customers see it.
The way social media is used to communicate a company’s message is vitally important. Companies should:
An amazing amount of customer data can be gleaned through social media platforms in ways that were never possible through traditional marketing methods. When consumers “like” a company’s Facebook page and post comments, they provide important information. The company’s marketing department, product development division, and management team can obtain valuable data about consumer behavior by analyzing the customer responses on their Facebook page. The same goes for reviews posted on Twitter or other social media outlets. The key is listening to and analyzing audience comments and reviews and responding by making the appropriate adjustments to product and service offerings.
Another unique way in which social media communication has changed the world of marketing is just that: communication. Customers can actually communicate with company representatives via social media.
One thing is certain. Social media communication is here to stay, and the companies that stay on top of the social media marketing revolution are the ones that will thrive in the changing marketplace. Using social media to the greatest advantage will help forward-thinking companies impact the way consumers select and purchase products and services.
My update is retweeted by a big brand. Congo, you are now a social media analyst.
Um, not that easy right if you know what social media marketing is actually, not the usual mumbo jumbo kinda thing. Real social media marketing takes freakishly long time and it can drain you of all your energies. Moreover, there are the distractions that can maim your marketing campaign to a great extent. Your mind just like our cursors will start moving from one social media website to another with the speed of light as soon as we login to the world of Facebook, Twitter and all that. Eventually, this will suck a great amount of time and energy and the overall productivity will come under severe strain.
But thank your lucky star, we have finally found some ways that can make social media marketing less time sucking. Wondering how this can be done, here is how:
Social media marketing depends heavily on content. But that does not mean that you will go on churning boring content. Nope this will not serve any purpose. So, if you are assigned with the task of updating your company’s Twitter profile every hour during the business day, what you are supposed to do. Would you score the internet every hour to find out something share worthy? Believe me, this can take up a ridiculous amount of time that you cannot even imagine. Rather than wasting your time in doing such silly things, why not find the content in advance and then create a repository of them.
[table id=15 /]
You can create an Excel file as shown above and this will take off all the pressure from you that usually cause “Monday Blues”. With this kind of template in hand, you will have the peace of mind that updates for the next few hours are available at your disposal.
If you are managing social media accounts of different clients at the same time, it is overwhelmingly difficult to manage the posts and other things that you are supposed to promote via their accounts. Please do not wait for the hours when you find that you have been promoting client A via the account of Client B. That would be highly embarrassing and I hope your boss will not be pleased at all. So, it is good to have an excel sheet like this:
[table id=16 /]
Collaborate OnlineThis kind of template will save your skin in innumerable ways. It gives you access to all the details you need to promote. And do not forget about the keeping the expiration date because it may happen that you are promoting an offer which is no longer available.
It can happen that three people are managing a client’s social media campaign at the same time. Now if there is no collaboration among them, a mess is just waiting for you round the corner. For say, all of three can share the same info at the same time or sharing three different perspectives of the same event at the same time. Now imagine the confusion it will beget. By using some collaborative tools like Google Docs, my favorite, you can reduce the chances of messing up social media campaign to a great extent.
Google Docs lets you define the roles of other contributors. You can give them full access or can give the view only access depending on the requirements of the projects.
If all the updates are ready, you can automate the whole process and then cool your heels at home. Though there are some hidden dangers of auto-publish things in social media, its advantages outweigh it. HootSuite is one such tool that lets you set updates easily and gives you all the details how the updates fair well with the targeted audience. A great tool that you should be using.
It takes more than hard work to monitor social media presence. However, with some cool tools you can dramatically reduce the amount of time you are supposed to invest in this job. Use Google Alert with your company name or other phrases that people use to search to find your company. All you got to do is to open the updates that Google will be sending directly to your Inbox and find out if it contains anything that is disturbing for the reputation of your company.
I’m sure you’re no stranger to the old “your business should be on Twitter” lecture. Everyone has a Facebook or Twitter page now, and they expect companies to have one, too. In truth, to really see success as a business in this digital day and age, you need to connect with your customers on a personal level; Twitter helps you do that.
But how do you make it effective? What are customers looking for when they “follow” you? Let’s take a look at a few ways to effectively use Twitter as a marketing tool for your business:
Every Tweet you post should provide valuable information for your followers. Whether it’s important industry news, a new company product or service you’re launching, or a behind-the-scenes photo of your staff, your customers should get something out of it. It should be something they need to know or will enjoy as a fan of your company.
Also keep in mind that the content of your Tweets should be something shareable, something your users will want to pass on to their friends. In the Twitter world, the more re-Tweets you get, the more people who see your company name and logo. Who knows, maybe you’ll go viral?
Though you’re using Twitter as a marketing tool, don’t be too pushy with your promotions and marketing messages on your account. You’re bound to turn off your followers. Instead, use a more conversational tone and approach your followers as equals when posting content. Ask them questions, start discussions and engage them. The great thing about Twitter is that it personalizes a company; no longer is it some big, cold corporation. It has a face, a voice and a personality. Twitter breaks down the typical wall between a company and its customers; embrace that.
Twitter takes time. You can’t just put up a page and it expect to take off; it takes work, effort and planning to truly make it a success. When starting off on Twitter, you should plan to spend at least an hour a day on it: post a few updates, respond to any @replies or messages you get, and maybe send out a few fun or interesting re-Tweets. Don’t let your account fall by the wayside!
While posting regularly is important, when you post is important, too. Believe it or not, there are certain times that are better than others for posting Twitter content. For example, studies show that Tweets sent out Monday through Thursday in between 1 and 3 p.m., just after lunch, see the most clicks and re-Tweets. On the other end, updates sent out after 8 p.m. any day, or after 3 p.m. on Fridays, see a steep drop in clicks and re-Tweets.
The best way to gain new followers on your Twitter account is to offer exclusive deals or content. Start a weekly Twitter contest or begin posting monthly deals for your followers. This will encourage new fans to join and will ensure you keep the old ones happy.
About the Author
Eric Stauffer is an online marketing expert and small business advocate, his firm helps small businesses by reviewing companies like PayPal Here and Square Up. For more information please visit http://www.cardpaymentoptions.com.
There is a lot of buzz about social media marketing these days. Companies are warring with each other to create a space in Facebook/Twitter and Google+ to drive the lion’s share of online traffic towards their website. Of course, this requires investment of both time and money, but the benefits can be many if marketing is well executed.
Here’s how SMM can help you and why you must actively pursue a virtual fab base:
When a company firsts appears in the world market, it needs to work hard to establish its brand, and social media can give the quickest and most cost-effective platform for brand building. Companies can upload videos, share product/office images to convey their USP to visitors and thus, establish a strong customer base.
A company can follow its competitors on Facebook and Twitter to see how they are luring their target consumers, and follow the same strategy to increase its own fan base. A combination of the best features of competitor fan pages can help one build ‘sociable’ page of its own.
By sharing interesting stories about their business, a company can connect and encourage people to comment on ts various activities. By advertising business, but with a human touch, a business stands to gain from active interaction, first-hand feedback and suggestions for betterment from customers.
When you launch a product through social media, it grabs attention immediately. Unlike a TV or newspaper ad, a product image in Facebook targets only those people who are interested in your business. It’s also the most economic way to launch a product worldwide without having to spend thousands on print and media ads.
Offering freebies to fans on special occasions means an improvement in customer loyalty, and increase in sales figures. Anything ‘free’ serves two purposes – respect consumer friendship, and make huge profits.
Do you have a Facebook fan page or a Google+ profile yet? If not, it’s time to become socially active. You’ll be surprised how well the virtual world can respond to your business needs!
Hema Gupta is a social media marketing professional at Webguru India. She likes to pen articles on website design, wordpress development, search engine optimization and social media updates during her free time. For key information on letest social media marketing trends.
The trend of ‘social media’ – that all encompassing umbrella term that covers the way people interact online – is well documented, but it is also misleading. The complexity of social media leaves it subject to so many internal trends, upturns, downturns and general tumult that any attempt to describe it as a whole is almost pointless.
These are just a handful of the trends driving social media at the moment; it’s these trends that dictate everything from how many followers you have on Twitter and how many hits your business’ webpage gets to how you engage with films, television and music.
Online life is becoming more like a game every day. Sites like Facebook and Twitter encourage us to gain more friends and followers; the more of each that we acquire the better we are doing in ‘the game’. If your buddy gets a retweet from her favorite celebrity, we instantly feel jealous and angle for a retweet of our own.
The competitive element doesn’t stop here; the inclusion of user leaderboards, exclusive content for highly rated users and other perks that separate the ‘top players’ from the masses are becoming more and more prevalent across the web. Our natural competitive spirit as humans sucks us in and won’t let us go.
We’re not just talking linking your Facebook and Twitter accounts here. We’re talking about content from feedback forms in restaurants and hotels being published on billboards in Times Square, excepts from RSS feeds included in podcasts and live broadcasts; anything that disseminates information in the most efficient way possible and across the biggest number of social platforms.
With some many voices crying in the social media wilderness, this sort of trans-media broadcasting – i.e. reaching biggest number of people in the shortest possible time – is being used by an increasing number of companies in the promotion of their products.
Once upon a time joining a group on Facebook was enough, or maybe liking and subscribing to certain news feed. Nowadays, we are increasingly encouraged to share content we engaged with or enjoyed. This is recognition on the part of social media marketers of the broad and varied network of social media.
If the average Facebook user has between 200 and 300 friends, asking them to share information about your product or service is going to exponentially increase your online audience. This phenomenon is not unique to Facebook, all social networking and blogging sites employ similar tactics to quickly broadcast information to the masses.
Frequently companies will ask followers to “share”, “retweet” or “reblog” content in exchange for freebies or entry into online competitions. This is an example of the sharing craze in action.
This article was written by John Burns on behalf of Simplify digital. Simplify digital are Ofcom accredited and provide independent advice to consumers looking for the right broadband, TV and home phone packages. www.simplifydigital.co.uk
It is always interesting to see how other countries use the social networks that we have sort of become dependent on these days. Facebook is a dominant force but it is interesting to see some of the other networks stand up against the giant we call — FB.