Today’s brand strategies simply must include plans for leveraging the power and reach of social media. However, it’s not as simple as creating a profile on every social media site, making as many connections as is humanly possible, and blasting out status updates with a spray-and-pray methodology.
We know: that doesn’t sound simple at all—but that’s what the majority of brand owners and managers are doing in attempts to build their social media presence. What they’re finding is that it’s not building their brands.
Join us to learn about a method that’s supported by more legwork and less late-night work; a method that’s making the kind of connections that amass valuable brand fans; and a method that’s building brand strategies that WORK.
Brand Strategies need this kind of Twitter
When a Twitter strategy is carefully crafted, the results can be impressive. Engagement goes up. More brand fans are amassed. Conversion rates are increased. Profits rise.
If all that sounds good to you, then we would suggest employing these pieces of Twitter advice in the social media portions of your brand strategies:
- Start building an audience through client connections. Google the names of your existing loyal clients. Explore the Twitter profiles of those who have them (accounts will show up in search results), and take note of the people to whom they’re connected. To whom are people going to for advice? About whom are people talking? Who is being retweeted most often? Follow those people, and if a mutual connection if felt, they may follow you as well.
- Pay attention to key phrases. As you explore your clients’ profiles and the profiles of their connections, pay close attention to the language (keywords, terms, phrases, industry jargon) used. These will be the hashtag words and phrases you’ll use in your status updates—the terms used to attract your ideal clients.
- Take note of conversation topics. Hot topics will never lose their heat. Take notice to what people are talking about and join in. Be where the heat is, and your brand will be hot, too.
- Choose the right type of account for your brand. You can choose to create a company, personal, or hybrid Twitter account. Your decision will be largely influenced by the type of client you’re hoping to attract (B2B or B2C), the type of information your ideal client wants, and the corporate branding / personal branding ratio designated by your branding strategy. The majority of the information shared on a branded company account should be about your industry, relations with other businesses, and investors; whilst a smaller portion can support your personal branding efforts. A person account should be the opposite, whilst a hybrid account should be a 50/50 split.
- Customise your branded language to your Twitter purpose. As discussed in the past, every brand should own a special language, all its own. Followers should immediately recognise anything coming from your brand and employees should speak in a manner that mimics your brand language. With this in mind, determine what Twitter’s role will be in your branding strategy (relationship building, customer service, education, sales) and create a hybrid Twitter/Brand language for that purpose—and stay consistent.
- Quality connections over quantity. Connecting with as many Tweeple as possible will only work in a small percentage of brand strategies. For most of us, quality connections with people who are either our ideal clients or who are likely connected to our ideal clients will prove to be the most fruitful. We suggest that when someone follows you on Twitter, check out their profile. Decide if their profile and status updates are relevant to your brand. Will they add value? Can you have a meaningful conversation with that person? Now you can either choose to follow that person or send a nice Thank You for their follow. The latter will not only prove your brand’s graciousness, it will put your brand name in front of their connections when you use their Twitter handle.
- Get analytical. Knowing what works means that you can do more of the same—and experience even greater success. We recommend using a Twitter Analytics tool like Tweet Archivist or SocialBro to track and measure results of your Twitter activity. Focus on what’s working and move away from those efforts with dismal outcomes.
Of course, this advice only scratches the surface of what’s possible for brand strategies when Twitter is used to its fullest potential. Join us on YouTube for more advice on brand strategies, subscribe to Brand Brains magazine, and contact us anytime on [email protected]