With more than 330 million active monthly users, Twitter is one of the world’s most popular social media platforms by user count. People may be on Twitter to stay up-to-date on world news, keep tabs on the famous, engage with colleagues or just communicate with friends. In the same way, companies can use the platform to communicate with current customers and connect with new ones.
Here are the main benefits of Twitter for businesses:
- The audience already exists: Unlike a company website, Twitter already has an active audience that is waiting for the next big tweet. By contributing to ongoing conversations and using popular hashtags, companies can increase brand awareness and engage with potential customers without having to draw an entirely new audience from scratch.
- Twitter profiles are owned media: Twitter accounts are free to the public, so any person or business can create a profile and tweet regularly without concern for budgeting (unless your company chooses to advertise on the platform). Additionally, you don’t have to earn your placement on the platform as you would in news stories.
- You can stay in constant communication with customers: Many users prefer Twitter because it gives a space for real-time updates, which is especially beneficial in the wake of an emergency. This is an advantage for businesses because they can be continually aware of what customers are saying, respond to any concerns and keep track of competitors, to name a few.
While companies should leverage Twitter and all its features, tweeting without a strategy isn’t always beneficial. Here are the five components that will increase your company’s engagement on Twitter:
1. Have a goal in mind:
Each message sent by your company should have a thought-out purpose behind it. Consider what yours is, and craft each tweet with a specific purpose in mind. A few common goals are to:
- Connect with new customers
- Start a conversation with current ones
- Answer a question
- Introduce your products and/or services
2. Use your brand’s voice:
Your company should have an already established voice, so it’s important to carry that over to social media to maintain a cohesive tone across all platforms. A unique voice also helps your company stand out among crowded social media platforms. Check out Wendy’s, Netflix and DiGiorno’s profiles for examples of brands that have well-established voices on Twitter.
3. Include links:
Starting conversations with customers is a critical part of conducting business, but it’s not the end goal. By directing Twitter followers to an outside link, you’re encouraging them to take action – which is crucial to increasing ROI. Think about the goal of your tweet to decide what kind of link to include. Are you acting as a thought leader? Consider linking to an informational news article. Trying to sell a product? Lead followers back to your website so they can find out more about the product.
4. Never forget visual content:
According to Hubspot, when people hear information, they only remember 10% of it three days later. But they retain 65% of the information they see in the same time frame. Even further, tweets with images receive 150% more retweets than those without. Remember that most people are visual and are much more likely to connect with images and videos. That said, every single tweet should have some sort of visual content paired with the text.
5. When in doubt, hashtag:
Since Twitter debuted hashtags in 2007, they have become a staple on many social media platforms. Quicksprout’s Ultimate Guide to Hashtags states that tweets with one or two hashtags receive twice as much engagement as those without. But be careful, because any more than two leads to a 17% drop in engagement (too many hashtags leads to your message losing its value). Here are a few ways to use hashtags on Twitter:
- To contribute about topics already trending
- To engage with new audiences who are searching subjects related to your business
- To be creative and add humor to your posts
These are important elements to an engaging tweet, but remember to also be creative and have fun! Most Twitter users appreciate an interactive account that shows some personality, which gives you a lot of freedom in what and how you post.
Interested in learning more? Check out this blog with more rules for creating engaging social media content.