Help Your Organization Leverage the Power of Twitter

by DJ MullerMuller Headshot

#worldcup2014.  #ipad . #followback.  #android.  These are just four of the topics trending on Wednesday, June 18, 2014 at 8:06pm.  The amazing thing is, these so-called trends are subject to change at any given moment.

Welcome to the world of Twitter, populated with 230 million active users who send more than 500 million tweets per day.  Although its dynamic nature can be somewhat intimidating, Twitter is a cost effective tool that gives organizations of all types and sizes a way to promote their brand, connect and engage their target audience and truly create a unique customer experience.   This is precisely why the social platform should be integrated into your marketing communications plan if you have not done so already.

Too often small organizations create Twitter accounts just to leave them sitting idle – failing to leverage its innate power to communicate and interact with their niche audiences.  The good news is, with a few simple steps, you can ensure that you are on the right track to implementing a Twitter strategy that drives results.

  1. Complete your profile and maximize your presence.

First and foremost, you must complete your profile with information that will help others easily find and identify your organization upon a search.  Make sure to choose a Twitter handle that is simple, easy to spell and does not include an abundance of special characters.  Ideally, your Twitter handle should be the name of your organization as that is the name that the public directly associates with you and will ensure that your account is easy to find.

In addition to choosing a Twitter handle, choose profile and header images that represent your organization and positively reflect the industry in which you serve.  Also, make sure your bio communicates your organization’s specific purpose, includes your location and has a direct URL to your website.

  1. Design and implement an insightful strategy that drives results.

With your profile complete, it’s time to design and implement a strategy that drives results. Although this may seem like a rather large task to tackle, if you break the process down into smaller steps it will be a much more manageable.

  • Define your purpose and set goals. Before you even begin to think about designing a strategy, you must know what you are trying to accomplish. Do you want to generate awareness for your organization?  Are you trying to generate leads for new membership sales? Do you want to increase member engagement?

No matter what your primary intention may be, make sure it is clearly established and set goals that will ensure that you are working to fulfill that purpose.  For example, if you are seeking to generate audience engagement, you should set goals for the number of mentions, retweets and favorites that you receive on a monthly basis.

  • Build your network.  Building a network is essential to setting up a successful strategy.  More is not always better. Although it seems as though the more people you follow, greater awareness will be raised, this is by no means the best way to attract the type of audience that you want and need to fulfill your purpose.

Start by following customers, clients, vendors, business partners, local businesses and other organizations in your industry. Additionally, take the time to identify and connect with industry thought leaders and experts. These types of connections will help create relevant content for your target audience, as well as provide engaging material to share with your followers.  To discover your industry influencers, check out Topsy, a popular social tool that allows Twitter users to analyze the social web based on specific search terms.

  • Know the platform. If you want your strategy to be successful, you have to do a little bit a research.  Twitter is not rocket science, but in order to attract and engage effectively, it is imperative that you know exactly how to interact.

In a nutshell, there are five different types of interactions on Twitter (see chart below). You should familiarize yourself with each and incorporate them into your strategy.

The Tweet.  A message that a Twitter use originates and may not exceed 140 characters in length.
The Retweet (RT).  A re-posting of another user’s tweet that appears on your Twitter timeline.
The @reply.  A public update that contains your response and the hyperlinked username of the person whom you are replying.
The Direct Message.  A private message you can send to your followers.
The Mention.  Any tweet containing a username within the tweet, including the @reply.

Beyond these interactions, you must master the art of the hashtag (#). By using a hashtag in front of a word, or phrase, you can potentially reach any Twitter user that is monitoring that specific hashtag. You can use your Twitter sidebar, or tools such as Google Alerts, Social Mention, Radian6, Trackur and Twitter’s search tool, to identify trending and relevant hashtags that will help you to connect with your defined target audience as well as industry influencers. As a general rule of thumb, never use more than two hashtags per tweet.

  • Develop quality content. Creating engaging content for your followers on Twitter can be a challenge as you only have 140 characters to attract and capture their attention. With this in mind, keep your tweets interesting by asking questions, leading with numbers and statistics, use images, videos and links, and promote your events. Most importantly, ,take the time to reply to those who mention you.   
  1. Add Twitter to your current marketing plan. Adding Twitter to your current marketing efforts will help  drive other users to your profile.  You should add a Twitter button to your website, or even embed a live feed., Promote your organization’s events, hosts contests and link to your other social accounts, such as Instagram.
  1. Measure your results and adjust accordingly.  As you employ your strategy, you need to make sure to measure your performance over time. This will ensure that you are reaching your goals and will give you insights into improving your strategy to better accomplish your purpose. Luckily, tools including Klout, Twitter Analytics, Demographics Pro, Sprout Social and Hootsuite, make managing your account easy and will help you to efficiently measure your reach and influence.  Explore the different features of each tool and choose one that best suits your needs.

As I mentioned above, Twitter is not rocket science. Therefore, have fun with it and don’t be afraid to adjust and experiment.  For example, try tweeting during different times of the day in order to determine when your audience is most active.

Following these simple steps will help you to leverage the immense power of Twitter.  Optimize your account, execute an insightful strategy, integrate your account with existing marketing, measure and monitor your results, be creative and, most importantly, and have fun!

For more Twitter tips and tricks, download WebLink’s free eBook 4 Simple Steps to Help Your Organization Tackle Twitter.

DJ Muller is president and founder of WebLink International, the creators of WebLink Connect™ the innovative, insightful and intuitive association management software with superior customer support. WebLink empowers hundreds of trade and professional associations and more than 500,000 small and medium businesses to help them acquire and retain more customers. Learn more at weblinkinternational.com.

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