When I first ventured into Twitter, it was hard to discern who to follow and why I should pay attention to certain people and accounts. I sought out people with backgrounds in PR, social media, retail, marketing, and other areas in which I wanted to become knowledgeable in as well as share my knowledge.
One thing quickly became apparent — not everyone uses Twitter in the same way. And that is a good thing for the most part. But more and more I continue to see people and brands using Twitter as a broadcast tool and not an engagement tool.
Traditional media is all about the broadcast method. It’s push marketing. Social media is about engagement, interaction, and exchange. It’s pull marketing at its finest. It has the ability to draw in prospects and customers. It provides brands and individuals the ultimate means to court opportunity. Social media shortens the distance between you and your customer, and your product or service and the end user.
But what happens when you are scrolling through Twitter and come across a brand account or individual to connect with and their feed is cluttered with posts that scream, “It’s all about me!” For instance, there are no posts where a customer is offered help or assistance. There is no evidence of discussion about the latest news from Mashable. In fact, there are no replies to anyone. Instead the feed consists of retweets and self-promotion. Not exactly a giant “Welcome” mat, is it?
Mark W. Schaefer said at the Social Media Masters (#SMM) conference I attended in Toronto last year, “If your website is the movie, let Twitter be your trailer.” Your Twitter profile and the handful of tweets in view when someone pulls up your profile should give your next potential follower a hint of what’s to come. Your Twitter profile especially as it appears on a mobile device only gives a snapshot of what they will see and be subject to once they click the “follow” button.
Your Twitter preview, or trailer, sets the stage for the ultimate big show — your website. Use Twitter to position your brand as the brand of choice. Stand out against your competitors and build credibility and authority with every tweet. This Twitter snapshot should present your brand as accurately as possible. Are you driven by customer service? Are you driven by the best products in the industry? Give future customers enough intrigue to click through to your website where you drive the sale. Manage the relationship and leverage your social presence to keep your audience in the seats right through to the end credits.
What would be your recommendation to a brand trying to improve their Twitter presence? Please leave a comment below.