At 10 years old, Twitter is a social media platform that has become ingrained in our psyche. It may not be the ‘cool’ newcomer it once was; however, if you research the demographics, we’re sure you’ll find a good percentage of your audience uses it often.
All social media platforms have their own place in the world. Twitter is very fast-moving, a news site almost, and posts disappear from people’s feeds as fast as they appear, compared to such as Facebook or Instagram.
That said, it doesn’t mean Twitter isn’t a good tool for businesses. What companies tend to miss, when thinking about whether to include Twitter in their marketing, is that it’s morphed into a conversational site. Your competitors may dismiss it, because it’s not as suitable as other platforms to broadcast something (other than events) or to promote yourself, but that’s the whole point.
Need to find something out quickly? Use Twitter. Want to be one of the first to talk about/report on a new development in your industry? Use Twitter. Want to really engage potential clients and current clients by having an online, two-way conversation with them? Use Twitter. Want to prompt debate, with imagery and a short statement or two? Use Twitter. Want another way to drive traffic to your website? Use Twitter. Want to use a platform for feedback and Customer Support? Use Twitter.
Piggy-back on breaking news stories if they’re relevant to your business/service. Use its extensive library of memes to react to things your connections have said.
Depending on what you do in your business, Twitter could prove a good platform to use in your marketing mix. Posts used to be limited to 140 characters, which contributed to the speed of interactions on the site; now, you’re allowed double that amount, although 280 characters still forces you to be concise with what you want to say.
How to set up a Twitter profile for your business: choose a username. It may be that your business’s name is unavailable if your brand name is a common word. If this is the case, add a unused suffix, such as ‘UK’ or ‘Yorkshire’, or consider a phrase that explains what you do rather than your company name, such as ‘ManWithVan’ or ‘PaintsWallsNotCanvases’…there’s no harm in having a little fun on Twitter.
Twitter will then talk you through the setting up of your profile, i.e. adding your logo and cover image (which need to be a specific size), adding a bio and the geographical area you come from. It will also prompt you to follow people connected with your hobbies and interests; as this will be a platform for your business, it may be a good idea to follow local businesspeople, and even your competitors, as well as members of the general public who may have a need for what you offer.
Consistency is key with Twitter, but the good news here is that it’s quite easy to pop on and off the platform a few times a day, in short bursts. Think entertainment and connection rather than sales, and you may find yourself looking at Twitter as a form of escapism, even though you’re predominantly using it as a tool to bolster your business.