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With 271 million global monthly active users, and 500 million tweets sent everyday, Twitter represents a hugely valuable opportunity for brands. However, with its real-time environment and focus on dialogue, Twitter needs a particular mindset before marketers can realise its full potential. This how-to guide explains how you can make best use of Twitter, with practical, easy-to-follow dos and don'ts to help you get Twitter right for your brand, starting today.
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@wearesocialsg • A Guide To Twitter • 1 We Are Social
TWITTER GUIDE JOLENE SIOW • WE ARE SOCIAL
THE ESSENTIAL HOW-TO FOR BRANDS AND MARKETERS
we are social
@wearesocialsg • A Guide To Twitter • 3 We Are Social
CONTEXT Twitter offers marketers a unique
platform to engage people in direct, valuable, real-time conversations. This ‘how-to’ guide offers practical tips for brands, explaining the dos and don’ts of Twitter best practice.
@wearesocialsg • A Guide To Twitter • 4 We Are Social
SHARE YOUR THOUGHTS AND QUESTIONS: @WEARESOCIALSG
@wearesocialsg • A Guide To Twitter • 5 We Are Social
TWITTER IN NUMBERS AUG 2014
NUMBER OF GLOBAL MONTHLY
ACTIVE USERS
NUMBER OF TWEETS SENT
EVERY DAY
271 MILLION
500 MILLION
PERCENTAGE OF USERS ACCESSING VIA MOBILE DEVICES
78% (211 MILLION)
PERCENTAGE OF ACCOUNTS
OUTSIDE OF USA
77% (209 MILLION)
#
• Source: Twitter
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Twitter success isn’t just about the number of followers you’ve got. Rather, it’s all about the quality and level of engagement your brand has with your audience. After all, what good will 100,000 followers do you if none of them is really interested in what you have to say?
WHAT DOES TWITTER SUCCESS LOOK LIKE?
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If you use it intelligently, Twitter can be a form of engineered serendipity.
“
~ Jason Silva!
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TWITTER: 10 DOS & A DON’T
1. KNOW WHAT YOU WANT TO ACHIEVE 2. GET YOUR BASICS DOWN PAT
3. ACTIVELY LISTEN TO YOUR AUDIENCES 4. PROVIDE VALUE TO YOUR AUDIENCES
5. BE AUTHENTIC, PERSONAL AND BELIEVABLE 6. DEVELOP YOUR OWN TONE OF VOICE 7. HAVE CONVERSATIONS WITH PEOPLE
8. TAKE TIME TO THINK BEFORE YOU TWEET 9. GIVE YOUR TWEETS A HELPING HAND
10. TRACK PROGRESS, EVALUATE AND EVOLVE 11. THOU SHALT NOT…
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HOW TO USE TWITTER:
THE DOS
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START WITH A PURPOSE Are you going to use Twitter to sell,
provide customer service, foster relationships or build your brand? Having a clear purpose helps you
to plan your content.
PLAN YOUR STRATEGY Having an overarching strategy
in place helps you to make better decisions and present a more
cohesive brand to your audience. Know what you want to get from
Twitter activities, and actively plan for it.
#1 KNOW WHAT YOU WANT TO ACHIEVE
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DON’T BE AN EGG Help potential followers know what you’re all about. Upload a profile
picture, have a cover photo, and fill in your bio; make sure your profile
reflects your personality.
SPEND TIME ON TWITTER This enables you to deepen your
understanding on the unique way in which Twitter works. Learn the vocabulary and grammar people use on Twitter, and how it works. You are tweeting; not twittering.
#2 GET YOUR BASICS DOWN PAT
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UNDERSTAND YOUR AUDIENCE Listen to what people are saying – not just about your brand, but everything they care about. This knowledge can be of immense value to your brand, because when you truly understand
people, you can then better fulfil their needs, wants and desires.
TREAT PEOPLE LIKE PEOPLE To relate to your audience and deepen your relationship with
them, it’s imperative to remember that, while collecting
data is hugely important, people will always be more
than statistics.
#3 ACTIVELY LISTEN TO YOUR AUDIENCES
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BE USEFUL Whether it is information,
entertainment or something else altogether, strive to provide value to
your target audience. You’ll know what that value looks like if you’ve been actively listening. When you
add value to people’s lives, you become more relevant to them.
IT’S NOT ABOUT YOU Value is subjective, and keeping your followers in mind helps you
determine ways in which you can add value to their lives, rather than
only thinking and talking about your brand’s needs all the time.
#4 PROVIDE VALUE TO YOUR AUDIENCES
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BE HUMAN Talk to your Twitter audience the
way you would talk with people in real life. This is your chance to be
multi-dimensional, and much more than ‘that big corporation’.
DON’T BE AN RSS FEED People are looking for brands that
they can relate to; not for just another bot. Sharing relevant
articles or information can be more impactful if you share your perspectives and thoughts.
#5 BE AUTHENTIC, PERSONAL & BELIEVABLE
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DEFINE YOUR BRAND’S VOICE Develop a conversational style that is consistent and unique. This will
inspire active dialogue, and help to prevent your tweets being lost
amongst all the other activity in your audience’s feeds.
SHOW YOUR PERSONALITY Having a strong, unique voice helps you stand out, and gives people a reason to follow and engage with
you over all those other brands’ self-promotional feeds.
#6 DEVELOP YOUR OWN TONE OF VOICE
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GO BEYOND SELF-PROMOTION Just as you would avoid only
talking about yourself in physical-world conversations, the same
applies on Twitter. Have conversations about the things
that really interest your followers.
EMBRACE TWO-WAY DIALOGUE Twitter’s unique structure is built
around dialogue, so take advantage of it. Twitter isn’t about advertising,
it’s about conversation.
#7 HAVE CONVERSATIONS WITH PEOPLE
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THINK BEFORE YOU TWEET Don’t just jump in on trends in an
attempt to be timely and hip – instead, understand what is
trending and why, before deciding if you should join the
conversation. This helps to prevent insensitive posts.
TAKE A STEP BACK When responding to angry or
negative comments, it’s sometimes best not to reply instantly. Getting a
second pair of eyes on your reply can be useful too. This helps you
avoid overly defensive tweets which could backfire on your brand.
#8 TAKE TIME TO THINK BEFORE YOU TWEET
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ILLUSTRATE YOUR TWEETS Your target group on Twitter is likely to belong to a visual generation. Use
added media such as images or short videos to support your tweets
and attract people’s attention.
USE RELEVANT HASHTAGS Hashtags help your tweets show up
more easily in searches, thus gaining greater reach. Be cautious though – #dont #hashtag #every
#single #word
#9 GIVE YOUR TWEETS A HELPING HAND
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USE DATA AS A GUIDING LIGHT Tracking your tweets’
performance will help you develop valuable insights into
your Twitter strategy, and into the nuances of your audience’s
preferences and motivations.
DON’T BE AFRAID OF CHANGE Tweaking your game plan as you learn from data insights ensures
that your brand consistently grows and stays ahead of competitors.
Moreover, the social media landscape is constantly shifting –
don’t get left behind!
#10 TRACK PROGRESS, EVALUATE & EVOLVE
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HOW TO USE TWITTER: THE DON’TS
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DON’T SPAM It annoys people, and erodes your brand’s credibility. It’s also
likely to breach Twitter’s code of
conduct, and may get your account banned.
DON’T BUY FOLLOWERS Engagement is more powerful – and more
important – than follower numbers. People can also see when you’ve bought fans, and it makes you
seem shallow.
3 KEY THINGS TO AVOID ON TWITTER
DON’T AUTO-TWEET Sending automated
tweets or direct messages appears
insincere, and borders on spam. Avoid services
that automatically tweet on your behalf.
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TWITTER: 10 DOS & A DON’T
1. KNOW WHAT YOU WANT TO ACHIEVE 2. GET YOUR BASICS DOWN PAT
3. ACTIVELY LISTEN TO YOUR AUDIENCES 4. PROVIDE VALUE TO YOUR AUDIENCES
5. BE AUTHENTIC, PERSONAL AND BELIEVABLE 6. DEVELOP YOUR OWN TONE OF VOICE 7. HAVE CONVERSATIONS WITH PEOPLE
8. TAKE TIME TO THINK BEFORE YOU TWEET 9. GIVE YOUR TWEETS A HELPING HAND
10. TRACK PROGRESS, EVALUATE AND EVOLVE 11. THOU SHALT NOT…
@wearesocialsg • A Guide To Twitter • 23 We Are Social
GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG
Making Friends & Influencing People • 45 We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
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WE ARE SOCIAL SINGAPORE
JOLENE SIOW
@WEARESOCIALSG // @JOLENERUYAN
+65 6423 1051
HTTP://WEARESOCIAL.SG
