Why Twitter Matters to Your Brand?

Twitter matters to your brand

 

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.

37 Comments

  1. Great info, Edmund!  Twitter is in the future for my health coaching business, but for now I'm going to gather as much information about it so I don't damage my image ;-).  Thank you!!

    Reply
    • You're welcome Anissa! Feel free to ask just in case you have any questions about it. =)

      Reply
  2. Great post!  I especially resonated with your remark, "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." Totally agree and it behooves any business person not to consider the expectations of the end user… the customer! great job! P

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    • Thanks Patricia! I'm glad to hear that a part of this article resonated to you. =)

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  3. Wonderful post with a very clear idea or what Twitter is and why to use it. Thanks, Edmund!

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    • You're welcome, Daveda!

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  4. Twitter is one of the best tools for me to have my finger on their pulse, so to speak! It is so vast! I have to stop myself from over researching when in Twitter! Very valuable for that.

     

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    • I understand what you mean, Cheryl! =)

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  5. Really a great post! It IS so important to use Twitter correctly so that using it doesn't have the opposite effect on your business.

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    • That's right, Mike! We have to make sure it works in our favor. 

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  6. Agreed – this is where your customers are, and that is why twitter matters. 

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    • Precisely! 

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  7. Twitter is one of my favorite platforms and I used it for 3 years without real results. It's much more effective with a good strategy. Since using your strategies I gained 4000 followers in a few months all organic,Thanks for the great tips Edmund!

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    • I'm glad to hear that the results turned out so well on your end, Marita. Indeed, strategy is of the essence. 

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  8. I know in the beginning one of the key thing I missed was talking back and not at people. Since then things have dramatically changed for the better because of awesome posts like these!

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    • Great! Good to know that articles like this brought positive results to you.

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  9. Great article.  I'm just starting to improve on my Twitter usage for business since I've learned how important it was.

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    • Sounds like a good plan! Go for it!

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  10. I haven't been using Twitter to it's full potential…..I will now!  Thanks for the great tips.

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    • You're welcome! Glad to hear that you’re implementing.

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  11. I agree with Patricia.  I love that philosophy.  Twitter is also my favorite platform.
     

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    • Twitter is my favorite as well.=)

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  12. Thinking I need to start using twitter more. It will definitely be incorporated into my 2014 marketing plan. Thanks for the tips!

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    • You're welcome! I know you're going to nail it! =)

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  13. I'm on Twitter, but not to my best advantage. I hope I'm not damaging my brand, but I'm doing as well with it (strategically and tactically) as I can. 

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  14. I hear you and I agree it is important, but sometimes I think it can be overwhelming. Yes, it is only 140 char and because there weren't pictures (it's a lil different now) it makes it harder to know what that http://owl.ly.498834$**#$%  link is going to be about…plus there are many posts each second, how can you possibly keep up?

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    • Kristen, it's true that it can appear overwhelming at times. One of the things to help filter the "noise" is to utilize lists to sort people or specific news that you're interested in "hearing" more frequently.

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  15. one specific thing I've done with twitter is search for people talking about skin care or cosmetics and asking questions.  I follow them, converse with them, answer their questions, get to know them and THEN down the line put them in my pipeline.  I've gotten clients from twitter for my primary business, definitely.  Sometimes some unexpected clients!

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    • That sounds awesome Heather! Good job!

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  16. THIS is valuable, "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."

    Thanks for your wise words!

    Reply
    • You're welcome! By the way, good insight you got there. =)

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  17. Twitter is definitely fast moving and as the number or followers/following grows it moves even faster. Good part is that it's so quick to write a short reply that gets right to the point.

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    • Excellent point, Mike!

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  18. Great post! I have had an account for a little while and haven’t taken full advantage of the possibilities. However, getting better at my social media marketing is surly at the top of my list. TY

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    • Sounds like a good plan… go for it!

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  19. Twitter is so important for connecting with customers! Thank you for sharing Edmund!

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    • Anytime, Holly! =)

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