Learning how to use Twitter as effectively as possible in your marketing efforts must include an understanding of how Twitter works and why it matters to your brand. Today’s tip will give you context about why getting Twitter right is absolutely essential for your online marketing.
If you dive in haphazardly to a Twitter “strategy” without really getting why Twitter matters, you’ll likely produce content that actually damages your brand reputation or pushes your customers away – or both. Because it’s easy to take a look at this microblogging platform and wonder why or how on earth these 140-character messages could make any difference at all to the way that you market your brand. And as you look at Twitter, you’ll see that some brands appear to use Twitter with that very mindset. It’s a mindset that at best will limit your marketing efforts. At worst, you could actually damage the value of your brand reputation.
Remember that a brand is no longer solely owned by the company that creates it. In this day and age, customers have a stake in the reality of what your brand is. One of the ways that customers help to shape your brand and your brand reputation is via social media. And as Twitter is one of the more popular social media platforms, the reality is that these 140 character messages can have a tremendous impact on how your brand is perceived by both your current customers and your prospects. Manage this well, and your brand can flourish. Manage your reputation on Twitter poorly, and it could be the death of your brand.
It’s All About Your Customers
Twitter matters for one primary reason. All other reasons are connected to this one. And the reason Twitter matters deeply to your brand is this: Twitter connects you and your customers directly with each other. It creates the foundation and structure for you and your customers to build a relationship directly with each other.
This also means that your customers expect the communication to go both ways. They expect to be able to communicate with your brand and to receive stellar communication and service back as a result. If they don’t receive the response they believe they should, the reality of Twitter is that it is a fast-moving, highly public forum. It doesn’t take much (or long) for thousands (if not millions) of people to witness if your brand has an epic customer service fail on Twitter.
Twitter also matters because it’s the one stop shop for a tremendous amount of information about your own brand as well as other brands within your industry. Using Twitter, you can essentially spy on your competition, you can easily seek out and find trending topics that are relevant to your particular business niche, and you can monitor a global conversation for mentions of your industry and even your brand. This is a tremendous way to keep your finger on the pulse of the people most likely to be interested in your product or service. If something happens in the world at large that affects perception of your brand, being comfortable with using Twitter gives you the ability to discover this information much more quickly than if you weren’t.
Twitter is where people are. And it’s where they’re talking about the things that matter most to them, whether it’s products, services, news, or any other topic. Because of this, Twitter is an amazing tool for connecting your products and services to the context of your customers’ lives – what they’re interested in and what matters to them.
Twitter is a tremendous tool for building awareness of your brand, for boosting your brand image among targeted consumers, and networking with people in your industry and people who are likely to be interested in your product or service.If your brand has a strong web or blog presence (and you should), Twitter is one of the best ways to drive traffic to your website or your other social media platforms such as Facebook if it’s one of your most effective marketing tools.
In short, Twitter matters for your business because it’s where your customers are and it’s where they expect to be able to connect with you. And if you’re not there, you’re missing out.
How about you? How are you taking Twitter to your business as an advantage? I would love to hear your thoughts.