The dictionary definition of twitter is “a short burst of inconsequential information”; tweets serving as the platform’s information vessel.
Used by world leaders and regular citizens alike, Twitter is a social media platform that has undeniably transformed the way that humans interact. While this may seem hyperbolic, Twitter has created a language – initially in 140 characters or less – that has defined digital, person-to-person interactions more so than any other platform that came before.
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Defined more as “micro-blogging” with its now-280 character limit, Twitter boasts over 313 million monthly users, making it one of the “Big 3” social networks alongside Facebook and Instagram. A useful platform for both B2C and B2B communications, those millions of users send 6,000 tweets per second—resulting in more than half a billion per day—and are three times more likely than Facebook users to follow a brand.
As with any social media platform, Twitter has an ever-changing algorithm that is modified frequently to suit the needs of its users. Currently, the Twitter timeline consists of three main sections: Ranked tweets, “in case you missed it”, and remaining tweets in reverse-chronological order. To determine how tweets are separated into these three categories in your feed, Twitter will look at the following:
The Tweet: its recency, presence of media cards (image or video), and overall engagement (including retweets, clicks, favorites, and time spent reading it).
The Author: your past interactions with this author, the strength of your connection to them, and the origin of your relationship.
Level of Interest: tweets you found engaging in the past, how often and how heavily you use Twitter.
Given these guidelines, it’s best to identify your objectives and set your strategy before sending off a barrage of likes and retweets. Develop an outline of what your target audience wants, and know who your target persona is, exactly. What are they liking? Who are they following? What drives their interaction on Twitter?
If you’re late to the Twitter game, or are not seeing the results you hoped for, we have a few guidelines that will help to boost your traffic and, in turn, boost your sales:
1. Develop your brand’s voice
It goes without saying that “internet” language can be fun, but should be left out of any business-related conversation. Develop a distinct brand voice that is easily recognizable to all coming to your page in order to keep them fully engaged.
In addition, use emoticons and emojis sparsely; not all conversation require a smiley face or a thumbs up. Make sure that all your tweets, replies, and retweets are grammatically correct as well. Given that you will be following CEO, CMOs, influencers, and publications that pertain to your industry, the last thing you want is for someone outside of your company to catch a typo.
2. Show off your expertise
With an abundance of users online everyday, it becomes increasingly difficult to stand out from the pack. Getting verified (otherwise known as the blue check-mark to the right side of your name) is a great way to establish your brand as one of importance. Another way to highlight your credentials without being overbearing is by listing your various companies, endeavours, or accomplishments in your bio along with your website.
3. Curate your content
While it’s tempting to tweet a cute GIF or zippy one-liner in place of a thought-out tweet, make sure that you are always putting out quality content that’s in line with your brand’s vision. Beyond creating a content calendar, stay up-to-date on any information that pertains to your industry. Retweet any credible sources that will heighten your page in some way. Link any of your blogs, articles, and tweet mentions to major sites or publications for maximum reach.
In addition, if you see that a tweet is performing well: pin it! Pinning a tweet will allow it to appear as your top post for as long as you deem fit. Sharing your posts more than once will also help give your content its due diligence. If you want to take your content one step further, try “promoting” your tweet. While this comes at a cost, it remains an important way to get your message across.
When it comes to hashtags, try to use them only when necessary. While it may be tempting to stuff hashtags into the new 280-character box, make sure that you’re not inundating your audience with too much information.
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