‘Tweeting’ or the act of instant consumer response is now a social media feature actively invited right across the multichannel and technology platforms of digital broadcasting and the online world. It should be a key activity today for most eCommerce and online businesses who are serious about building site authority with human audiences and robot algorithms, alike.
The more time spent by companies listening and learning, the better their understanding of how the different networks behave and what may be expected by a business presence attempting to cross the search and social rubicon. The quality of content and approach to engagement on Twitter can depend largely on the sector community by topic, subject, interest, event or person. It’s important to recognise that Twitter is a multichannel of billions of messages by 100 million active users.
There are several essential pointers to be aware of when making those early flights with the little bluebird messenger …
From CRM to online marketing, the art of open and friendly self restraint is always a mark of the professional. Yet online social networking can bring out the worst in some executives who seem to fail to recognise when they’ve overstepped the invisible line. Not everyone shares the same sense of humour!
Getting your tone of voice just right is crucial. Offering the right content to attract real long term followers is equally critical. Once again, there are still many companies, from SME to mid-size, who seem to misunderstand the number one rule of social marketing strategies to avoid self promotion and straight product selling.
In a bid to be seen as friendly, the overdoing of the cosy sayings and homespun philosophies is almost as irritating as exclaiming traditional business jargon clichés. There’s also knowing the difference between being ‘social’ friendly and being too personal. It should be remembered that a social media presence is always seen as relating to a business identity. As with all social media content, it’s important to pay attention to the use of spelling and grammar as tell tale indicators of genuine, credible human presence and not a spamming machine.
Tweeting every passing mundane thought or occurrence or hammering those hashtags is also not likely to be seen to represent valuable participation, either. Firing off a dozen or more short tweets in succession could also betray the use of automated software and a social spamming campaign! Your main aim on the social site is to be social, i.e. useful, relevant and interesting so the abiding principle is to only post what you know your followers are likely to warm to and feel inclined to retweet or reply.
For eCommerce and business in general, gaining a credible social presence takes patience, time and effort. Tweeting too little, say only once a month or even less, is simply not going to work at any level to establish a foothold in the desired climbing ladder of potential social follower interest. Still too many companies will tweet only when they have product news or to promote a trade show.
Prompt response is another vital issue. The accepted Twitter behaviour is to always thank retweeters and followers, and reply to questions or general queries in prompt and timely manner. It may lead to further engagement on the same or a different channel.
Over fifty per cent now access Twitter on their mobile, so the pressure can be relentless and it’s always best to stay polite not get further involved in any deliberate attempts by others to troll or make less than social comments.
You’ll know when you’ve mastered the art of the tweet when it goes down a treat with your follower fleet!
Social Media Today