A 140 character phrase may not seem like it can considerably impact and engage current customers of your business; however, when tweets are strategically positioned to be part of a social media marketing campaign, they can prove to be an “effective way to reach younger consumers and to help build a brand,” according to a recent Wall Street Journal article.
On the flip side, tweets can poorly represent your business if done incorrectly or without careful consideration.. Tweets can also become a public complaint line for customers, so understanding how to avoid Twitter pitfalls, while engaging customers is crucial.
Here are three crucial ways to avoid Twitter pitfalls:
1. Decide how many people in your business should be authorized to create and produce tweets.
2. Know your customers on Twitter.
3. Write and schedule your tweets ahead of time (using a tool like Hootsuite) to maintain brand consistency and stay current.
If you spread authority too thin by not appointing enough people to the task of tweets, the burden can be overwhelming; however, if you authorize too many people, the risk of mishaps and mistakes multiplies.
Decide what’s right for your business according to the proposed number of tweets per week and who you would like to respond to customer questions and complaints.
The people appointed to create tweets for your business should also have a good understanding of the customers they’re speaking to on Twitter. For example, Michael Bepko, global online community manager for Whole Foods Market, spends a third of his day on Twitter and 90% of that time is dedicated to speaking with individual shoppers.
Now, not every company needs to have someone spending a third of their day on Twitter, but it’s important to find out how much interaction with customers on Twitter is necessary to make your Twitter account a success.
Clarifying marketing messages is the final ingredient for creating effective content marketing. If you’re struggling for where to start, remember: less is more. Focus on one key point and capture it in a short sentence.