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In Honor of Twitter’s 8th Birthday, 8 Best Practices

By Jennifer Mulligan and Adam Miller

Since the two of us practically live in the Twitter-verse, we are very excited to celebrate the social media giant’s eighth birthday! Our gift to marketers everywhere is a quick lesson on improving your Twitter strategy.

Marketers, you know Twitter is a powerful tool for building brand awareness and generating leads, but how should you actually go about it? Pushing out only your own content makes sense in the traditional marketing sense, but that leaves the “social” part of “social media” out of the equation. Our tips below will help you devise an artful engagement strategy on Twitter.

1. Connect with customers

Twitter makes it easy to talk with your customers one-on-one. You can have actual conversations with them. Although all social media allows for these conversations, Twitter acts in real-time feel, which fosters more conversations and deeper connections.

2. Create brand loyalty

Because Twitter allows you to interact more with your customers, it promotes more loyalty too your brand. Customers love when their favorite brands respond to their tweets because it makes them feel valued. Leverage this!

3. Follow industry news/trends/competitors

The hashtags and handles make it easy to follow conversations surrounding any topic you want. You can see what your competitors are sharing or what headlines your target audience cares about. That’s powerful stuff! You can tailor your messaging in response to those reactions.

4. Be on a mobile-friendly platform

More and more people are accessing the Internet from their mobile devices every day. It’s imperative for brands to be mobile-friendly. Twitter is mobile by nature, so this is a no-brainer for brands jumping into mobile platforms.

5. Customer service

Twitter has been a double-edged sword for the customer-service industry. On one hand, it’s never been easier to bash brands. However, if you understand social media and use Twitter to enhance your brand’s customer service, it can lead to customers becoming vocal advocates of your company. Here are some examples of excellent Twitter customer service.

6. Thought leadership

Twitter is a great way to promote your company’s experts and showcase what makes them different. Follow the lead of the many B2B companies that create white papers for their website and then use Twitter to promote key facts from the paper. This drives downloads (aka a free lead). Showing your brand’s thought leadership helps convince customers on why your solution is best.

7. Product/event promotion

“If a tree falls in the forest, and no one is around to hear it, does it make a sound?” This statement couldn’t be truer with product and event promotion today. Before Twitter, brands didn’t have a chance of publicizing their products if they weren’t in a newspaper or magazine. Now, Twitter democratizes product and event news. Take advantage of this!

8. Share company news

You can also treat Twitter as your own news outlet. It’s an easy way to make an announcement without sending out a press release. Tweeting can keep customers and investors in the loop, so they can pass on the good news to their friends.

The best Twitter strategy will be the perfect blend of original content, influencer engagement, customer engagement and personal research.

Happy birthday, Twitter!