Twitter has proven to be the Achilles heel of many individual and corporate brands. There’s no doubt the platform is a tremendous way to connect with customers and fans, and that connection is key to building a dedicated fan base. However, there is a second edge on this sword. Two, really. Twitter can help your brand in innumerable ways, and it can kill you in two distinct ways as well.
First, Twitter can magnify mistakes, miscues or momentary bouts of poorly communicated commentary. Once it’s out there, you can’t take it back. People will screen capture, retweet and continue to share long after you’ve apologized.
Second, Twitter can be a massive time waster if you don’t manage your accounts properly. Far too many people just send tweets out into the ether, never interacting or following up. When fans see that you’re not interacting, they will move on to someone who will.
It may take time and proper planning to develop a winning Twitter strategy, but it’s a much better alternative than either accidentally damaging your brand or inadvertently shunning your customer base. Seems obvious, right? Well, let’s check your Twitter plan against these criteria for a winning social media PR program.
1 – Twitter is about building a specific reputation
Twitter is about developing a signature topic and tone. You need to narrow down what you’re communicating and how you communicate it. Fans on social media respond to both, and they will flock to you or ignore you based on how well you define yourself based on these two key factors.
2 – Twitter is forever
Yes, we covered this earlier in this article. That doesn’t mean the gravity of that statement struck home. Once you tweet it out, there is NO taking it back. Sure, you can delete the tweet, but chances are someone already grabbed it. So, before you tweet, plan. Never ever send it out unless you are certain it will benefit your brand. No exceptions.
3 – Know how to implement hashtags
Hashtags are a tool. They are not Twitter bedazzlers. Don’t just slap them on your messages without understanding what they are for and how to use them. Strategize, research, and be intentional.
4 – Active engagement is vital to success
There is no way to overstate the importance of active engagement in Twitter campaigns. You cannot just shoot it out there and disappear. Your followers are interested in engagement. That’s the magic of Twitter in the first place. It humanizes brands and normalizes celebrities. You can connect with people directly. That appeal is fundamental for Twitter users. Don’t disappoint them. Engage.
What are some of the methods you have used to attain success on social media?
Ronn Torossian is CEO of 5WPR, a top 15 US PR agency. The company recently established a special practice area for cybercurrency companies.
