If you care even one whit about the success of your business, then you’re on at least one social network in attempt to not just promote your brand, but engage your customers as well. If that one social network happens to be Twitter, then good job! People agree that Twitter is the best place to be if you want potential clients to actually visit your site and pay for your products or services.
That being said, there is a complexity to the art of engaging via Twitter that you need to master first in order to ensure the success of your brand. And if you happen to learn and use the wrong strategies for Twitter engagement, then you’re in trouble – because that means you’ll be ignored at best and written off as a bad company at worst. You don’t want to be in that position, which is why you need to avoid these three fallacies of Twitter use for brands:
All hashtags, all the time
Okay, let’s get one thing clear – no matter what you say, hashtags are important in the Twitter sphere. They will likely be important for a long time yet, if only because they’re part of the established lexicon of Twitter users. Hashtags basically tell you which topics or keywords a specific Tweet best relates to. That means the “tweeter” – the one posting the tweets – is establishing relevance or sharing an opinion with regards to a particular category or conversation. Hashtags are a GREAT WAY to start discussions over Twitter, which in turn is an excellent strategy to engage people…
That is, unless you abuse hashtags. Sometimes, in an attempt to be relevant to EVERYTHING, brands include several hashtags per Tweet. That is never a good idea because they not only dilute the focus of the Tweet, it also reveals you as the Twitter noob that you are. If you want to be an authority on Twitter, use hashtags sparsely.
The profundity play
Many people say that content is king these days. This is why there are so many folks out there who are trying their darndest to churn out Tweets, status messages, blog articles, and the like on a regular basis. In fact, it’s pretty much everyone’s goal to post at least one or two things on Twitter every single day. Most of the time, that’s a good thing since you need to find a way to keep you at the forefront of potential customers’ minds – presence is always a good tactic. The problem is when you think you’ve run out of things to say and resort to quotes and other attempts at profundity.
There is nothing wrong with inspirational quotes and other such things in and of themselves. But if you’re posting under the Twitter handle of your brand, you should avoid it – especially when the quote or thought in question is only peripherally related to your company. You need to make sure that your posts promote positive perceptions of your brand. That being said…
Part of the reason why you’re on Twitter in the first place is that you want to attract people who are interested in the kinds of products and services that your company offers. That’s why it’s perfectly fine for you to Tweet about new promos and products on your feed once they are released, and why people don’t mind it when you offer sneak previews of products through your Twitter account. What really bothers and turns them off are the Tweets that smack of desperation, the ones that try to force people to support them.
“Buy this now!” or “Follow us to win a Samsung Galaxy Tab” are not just hard sell tactics that people have learned to abhor, they are indicators that you don’t care about human beings as much as you do about their spending power or ability to pad your list of followers. The tactics could work, but don’t expect people to support your company 100% with this.