Social Media for Business- Twitter
This post was originally published on January 31, 2019 and has since been updated.
It’s no secret that social media, while always evolving, is here to stay. Not only do platforms like Facebook and Instagram change their layouts and algorithms, new social media channels are coming into fruition and it’s important to understand and adhere to each platform’s intended purpose. While it’s not always practical or even necessary for every business to be on every social media platform, be sure to read the entire Social Media Platforms for Business Series to understand the differences between social media platforms and how to implement best practices.
If you’re interested in improving your online presence, read on to learn about:
While Twitter has become the platform for venting about politics and relating to celebs (thank you, Chrissy Teigen), it can also be useful for business. Some businesses are even forced into using the platform to keep up with customer service inquiries. Raise your hand if you have tweeted at a company because of an issue you were having? 🙋♀️I have tweeted many of the online tools I use before and even switched platforms as a result of the customer service (or lack thereof) I experienced.
So how do you know if your business should be on Twitter? While I don’t typically recommend the platform for local, small businesses, if Twitter is your customers’ platform of choice, here are some tips that can help you keep up…
Best Practices
How Often Should you Tweet?
Twitter is fast paced and constantly updating, meaning that your Twitter content can be short lived. While there is a character limit, Twitter can still become time consuming when your goal is to keep up with its fast-paced nature. So, how often should you tweet? At least five times a day. As with every other social media platform, you should not post just to post, but, if you have relevant content of value to share, feel free to tweet twenty+ times a day.
What and When to Post
Twitter’s character limit is 280. What can you do with 280 characters? Share facts, memes, revelations, and articles. If you have a blog, tweet links to your posts. Make sure to include short, headline-type intros that will make people want to click through to your post to read more. Retweeting can also help you maintain a steady flow of content. To learn when to post, run tests. Because follower count and audience is different for everyone, you’ll want to refer to your platform analytics and test what times of day result in the most engagement for you.
Using Hashtags
Hashtags allow your content to be seen by those who have yet to hear about your business. Unlike Instagram, you want to share only one to two hashtags per post. While you’ll want to change your hashtags depending on the content of the tweet, I recommend using one more branded or local hashtag and one more industry related/more specific to each tweet’s content.
Twitter for Business
Branded Hashtags
A branded hashtag is one that refers directly to your business. Consistently use your branded hashtags across Twitter and Instagram and encourage your customers and community to use it as well. While Ink & Olive is not very active on Twitter, I use #InkAndOlive in the caption of every Instagram post.
View Analytics
Analytics.twitter.com allows users to view tweet impressions, profile visits, mentions, and more. View your best performing tweets and learn what content resonates with your audience.
Promote Tweets
Promoted Tweets and Twitter ads allow you to determine your objective (reach, engagement, follower growth, etc) and pay in accordance with your campaign goals. I recommend tweeting consistently and tracking organic results before promoting your content. You want to know how your content stands on it’s own and what kind of followers you’re attracting before paying for results.
What Now?
You’re confidently and consistently managing Facebook and you’ve learned that your target audience is also on Twitter, so what now?
Start scheduling out your tweets with a scheduling tool, such as TweetDeck or Loomly. Follow other Twitter accounts that are relevant to your industry or those you think embody the qualities of your ideal customer. Publish consistently and learn from your analytics.
Do you want to improve your social media presence and grow your following but would rather focus on other areas of your business? Contact Ink & Olive to learn how we can grow brand awareness together.