Many small businesses struggle to figure out how to incorporate Twitter into their social media marketing strategy. Most businesses have realized that it’s a good idea to have an active social media presence, but have no idea why, or how to manage a business account.
Maybe you’ve read that only 15% of adults are on Twitter and only 8% use it daily and are wondering if it’s even worth it to develop a Twitter strategy at all. Trust me, it is. Consider that if you build even a modest following of brand advocates on Twitter, you’ll ultimately be able to increase your brand reach and influence friends of your Twitter followers. Plus, it takes just minutes a day to manage once you have a solid Twitter marketing strategy in place.
You may be wondering:
- How do I know what material is appropriate to post to my business’s Facebook page verses my company’s Twitter account?
- How do I get more followers?
- How often should I be posting to Twitter?
- Should I follow everyone back who follows me?
- Are followers expecting me to reply to them when they tweet at me?
- How do I respond to negative comments made on Twitter about my company?
Learn what’s okay to Tweet
Don’t make the mistake of tweeting the same content on Twitter as you post on Facebook. Your fans will get annoyed at seeing the same content in their Facebook and Twitter feeds twice, so vary your content.
In general, it’s okay to post about specials, but don’t just tweet sales pitches. It’s annoying and people will unfollow you for blatant advertising. The best business Twitter accounts strike a balance between tweeting about discounts, tweeting content that is interesting to read in general, industry-specific news, and interactions with fans.
Get more followers
If you have a brick and mortar store, make your shoppers aware that you’re on Twitter by mentioning it on your signage. Instead of just saying, “Follow us on Twitter!” and listing your account, make the value proposition clear and tell them what they will get for following you: exclusive discounts, news about new products, etc.
Optimal Tweeting Frequency
Less is more when it comes to Twitter. Posting 1-4 times a day is ideal, though posting even less frequently is okay, too. If you post more than that, people will unfollow you for clogging up their feed.
Schedule your tweets to include updates over the weekend, even if your company isn’t open over the weekend. More people are active on Twitter Saturdays and Sundays, yet only 19% of brands tweet on the weekends, according to report by Buddy Media.
Should I follow back?
Yes. And you should also consider following people who haven’t followed you, but tweet about the kind of products you sell. Case in point: I tweeted about a smoothie recipe that included organic yogurt, and a few days later I saw I had a new follower: @wallabyyogurt, an organic yogurt brand. I recommend using a program like TweetDeck to monitor chatter about your brand, products and industry.
What do I do when someone tweets at me?
Reply to them whenever possible. This is a big part of what makes Twitter great for both brands and individuals: you can create engagement with your fans and promote your business, and fans can interact with brands.
What do I do if someone is talking smack about my business?
Tell them off! No, seriously, don’t. Don’t do it on Twitter, don’t do it on Facebook, don’t do it on Yelp. Just don’t do it. I’ve seen businesses actually do this, and it just makes you look bad. Instead, tweet back to them and tell them you’ll be happy to address their concern over email, and tell them where they can contact you. Whether brands are prepared for it or not, more and more customers are reaching companies via Twitter with concerns. You’ll appear accessible and available to help customers who have a problem.