Twitter is one of the most powerful yet under-utilized social networks, regardless if we are referring to B2B or B2C marketing practices. The expansive reach of a target audience and the opportunity to directly engage with that audience is just awesome. Members are more likely to toss out true opinions, which directly results from the need to limit single interactions to 140 characters. Therefore, it’s important to take this network of quick hits to a level of optimization that allows a brand to stay up-to-the-minute of what’s going on.
Here are my top points of optimization for the Twitter-verse:
Research Hashtags
I take a similar approach to hashtags as I do with keyword research. It starts with brainstorming. Once a list is compiled of hashtag ideas, search Twitter to see if the subject matter around that hashtag is what you are hoping to target, if it is utilized for the purpose you are hoping to achieve, and if it is being used, check out the other hashtags the audience uses.
Pick a Platform
Whether you choose Tweetdeck, Hootsuite, or another scheduling platform, I recommend choosing one, stick with it, and really optimize those feeds. Begin to monitor your brand’s conversation on the social network by creating feeds that alert you when someone mentions your brand, your products, and even your competitor(s). Once you know the conversation around your brand and how customers/targeted audiences perceive the brand, enhancements/updates/changes can take place. You are already working on customer service on an indirect level.
Get Analytics
On those platforms, you will also start to gather basic analytic data. That’s more than enough, at least to start (I’m from the school of thought that you can never have too much data – but that’s just a “me” thing!), and the analytics can be used to your advantage. By tracking when and what is sent out as well as how often users engage in your tweets (i.e., retweets, mentions, etc), you can begin to figure out when your targeted audiences are “listening” and participating in the conversation. Be present when they are – audiences want to know what you say/do/think, but it has to be on their time.
Looking for more stats? Check out FollowerWonk.com or Foller.me
Actually Join the Conversation
I know, I know. You might not be surprised by this one (at least I hope you’re not!), however take a look at how often you actually engage in conversation with your audiences. Are you tweeting at them? Giving opinions, appropriate calls-to-action, and scheduling a few tweets are all well and good, but is your voice present? Do you ever just give a “shout-out” to a new follower, add a comment to someone that is just enjoying their day, retweet a fan, or perhaps toss a mention to a prospect that may not even know who you are yet (…that might have been discovered via your hashtag research)? Be real. Everyone likes that. Robots aren’t that cool.
This is just a short list of the top four optimization techniques that could definitely help beef up that Twitter performance. What are you doing to ensure this network is doing all it can for you?
