Lately, I’ve been thinking about why I follow certain brands that I like on Twitter but not others. I’m a fan of local clothing boutique South Moon Under, for example, and while I used to follow them, I don’t anymore, even though I still shop there often. Meanwhile, I still follow Zen Tara Tea, a local high-end tea shop in Betheda, MD, despite only shopping there once or twice a year (Bethesda is kind of far). If frequency of shopping isn’t a factor in who gets followed, what influences someone to follow a brand they like on Twitter?
Here are my thoughts on what makes great B2C Twitter content:
Tweets are varied (but always relevant)
Let’s start by looking at Zen Tara Tea. They don’t always tweet about their product. In fact, about 30% of the time, they don’t even tweet about tea. But you know what’s interesting about their feed? Their tweets are often about other topics their customers might be interested in, such as running, nutrition, health, college, working, etc. These are all things their young, educated tea-drinking customer base happens to be interested in.
Lesson learned: Think about your brand’s customer demographics and tweet about the kind of things they might be interested.
The brand reminds me of a great experience
Last winter, I spent a few weeks in Japan and discovered the best hamburger restaurant in the world. It was called Mos Burger, and I went there for lunch practically ever day during my trip. Now I am back in the states, and alas, there’s no Mos Burger here in the US.
But I still follow them on Twitter. Even though I can no longer visit their restaurants. Even though their tweets are in Japanese.
Lesson learned: Create a memorable in-store experience, and it may translate into online brand advocacy.
They don’t spam my Twitter feed
I love Whole Foods, but their Twitter account is out of control. Just this past Monday, they tweeted 24 times. That’s once an hour. I’m unusual in this regard, but I do try to read most of the tweets in my feed (usually during my hour-and-a-half commute). Because of this, I can’t afford to allocate precious space in my feed to brands that tweet too often, no matter how much I might like them.
Lesson learned: In general, under-tweeting is better than over-tweeting.