Twitter is becoming such a huge part of the communications environment (almost 20m Twitter users projected by the end of 2010) that The Heavy Chef Project’s mother company, World Wide Creative, is getting referrals now for a “Twitter strategy”. This is a big deal, since we’re seeing people use Twitter in ways that even the founders are surprised by. Here are some quick tips for you to get started on building your brand using Twitter:
Step 1 to building your brand using Twitter: Figure out your message
This is Branding 101. You need a message. And that message needs to be relevant. Before you start sending out tweets en masse, figure out what your message is first. A tip: identify the problems your customers face and focus on providing a message that is relevant to those problems. Also try make this message unique to your company. So, for example, if you’re an investment firm, avoid saying “we’ll make you more money” – rather say “we’ll make money in this particular way that my competitors aren’t doing right”.
Step 2 to building your brand using Twitter: Be consistent
There’s nothing worse than a message that’s all over the place. Again, this is Branding 101 and should relate to your entire communications strategy. Consistency engenders trust in an audience. Inconsistency erodes that trust. Your Twitter messaging should not veer from one extreme to another. You can encompass a range of topics, but try stick throughout to your overriding message (step 1, above). It helps to integrate your communication with your other channels – so create links from your tweets to your blog posts, news articles and press releases.
Step 3 to building your brand using Twitter: Give something back
We’re living in the Attention Economy. This means that your customer’s attention is an asset. Attention should be coveted, and once earned, it should be treasured. Twitter provides you with a great way of retaining that attention. By the very nature of Twitter, your audience has already opted to listen to your message. This is your cue to give something back. Prizes. Insane discounts. Spot gifts. That kind of thing. Make it worthwhile for your followers to remain attentive to your tweets. (Two words: “Free Stuff”.)
Step 4 to building your brand using Twitter: Make your tweets interesting
For example, if you’re a clothing label, your customers’ don’t want to read tweets about your company policy on smoking at work. They want to know how to look great for their big date on the weekend… preferably wearing your clothes.
Some quick tips:
- If you haven’t registered your brand name, you should do it now. Twitter handles are becoming as sought after as dot com domains.
- Tweeting is not for everyone. Choose the people in your organisation who are passionate about social networking and get them in the mix. The worst thing here is to select someone who doesn’t want to connect with your community with authority and authenticity.
- Once you’ve selected your Twitter team, use something like CoTweet to ensure everyone’s on the same page… and Twiiter account!