Twitter has been around for almost ten years now and yet there are still some common mistakes being made by businesses who want to raise their social profile. We share our tips on how to avoid them so you can make better use of this channel.
I joined Twitter in 2012 and it has been quite something to see how the platform has changed over a relatively short period of time both in terms of personal use and as a marketing channel for business.
Whether working on a client’s social media campaign, or just browsing through my Twitter feed, I regularly come across ways in which companies could be using the channel in a much more effective and engaging way.
Think about your call to action
For many businesses, you can easily work out the social media objective with their call to action. For some, it may be about engagement, but for many more it’s about driving traffic to the website. There’s no right or wrong answer here, just make sure you’re clear about what you want people to do and what they end up doing.
The ideal is to strike the right balance by both encouraging engagement and driving traffic. You don’t always need to take people away from Twitter, in some instances it’s better to keep people within the network – in this case using quotes, comments or images are great ways to encourage people to share your content (liking or retweeting).
When you are driving traffic to your website, check on your Twitter mentions. You might find people use your tweets to share content directly themselves – you may see you’re mentioned in the post so check your mentions or notifications; or if not, you should see an uplift in your social media referral traffic in Google Analytics.
Don’t overdose on hashtags
In the main, hashtags are extremely useful for finding information on specific topics. In more recent times we have some excellent results when these are used for following conversations on specific brand awareness campaigns, TV programmes or events, whether big national sports or charity events.
— Mind (@MindCharity) December 6, 2015
Hashtags are a great way for you to appear in people’s search results, so think of this in a similar way to how people would use search engines. Think about the relevance and avoid trying to jump on hashtags that aren’t really relevant to your content. At the moment, you have a restricted number of characters so it’s important not to use up this space with unnecessary hashtagging. If the content you want to share relates to a variety of keywords, share the content more than once at different times of the day and week, revising the content slightly and mixing up the hashtags.
Use scheduling tools With free tools like Hootsuite or Tweetdeck, why you not use a scheduling tool to ensure you’re reaching out to people at all times? If you’re not monitoring your channels out of business hours, then you may be better off using these times to drive traffic to content on your website. It is really important to respond in a timely manner to engagements, so if you’re getting engagement out of hours respond as early you can the next day – or put plans in place to cover this time. Also, make sure you break up your scheduled posts with live tweets, retweets or replies to demonstrate your real time engagement!
Research your content
Now that Google indexes content, your tweets can show in search engine results pages. In the same way that you would develop relevant, high quality content for your web page for Google to index, follow a similar rule of thumb for your Twitter content – especially anything you’d like to see appear in search results.
Promote your tweets
It’s great to share content with your followers, with tweets that are written in a way that will get shared or picked up organically within the network, but could you be reaching more people? Chances are that you could. If you’re investing time and resource into producing content, Twitter has made some great improvements in recent times with tools like promoted tweets that are worth adding to your media mix.
The targeting options are much improved which, when combined with creative designs and compelling content, can be a cost effective way of sharing your content wider than your existing follower base.
In a similar way to your organic posts, tweets can be promoted depending on your objectives. You can:
- Gain followers by promoting your page
- Drive traffic to your website
- Encourage tweet engagements
- Promote apps and videos
- Generate leads, where a form is pre-filled in from a user’s profile
Twitter has grown to become one of the most important social media channels for brands and is a vital way to engage with key audiences. The best social media success we’ve had with clients is when their activity is run across broader campaigns with specific goals, involving a combination of organic and paid posts.
We’ve seen a lot of change take place on Twitter and in general this has helped to improve the channel for all users. This year has started with a lot of talk about even more changes to the channel. If you’d like to read more about how these forthcoming changes could impact brand engagement and reach, check out my recent post on the Wallblog.
Kathryn is our Digital Operations Director. Her primary role is to safeguard excellent working practices from planning through to delivery and analysis. In her spare time she is kept busy looking after her two young children and her fitness interests. Read more about KathrynFollow @KatJefferies1