Twitter is one of the most effective networks for social media marketing. It is also becoming more important as Facebook’s algorithms increasingly limit the organic reach of business pages, pushing companies to their paid advertising. Effective use of Twitter is more important than ever.
Unfortunately, the typical business is doing Twitter wrong. How do I know? Your account has few followers, and there is little to no interactions with your tweets. Essentially, no one cares about who you are, what you do, or what you are posting.
Never fear. I am here to help. I am going to address some of the common mistakes made by businesses,. I will also explain how to fix the problems. It is all very simple, and very easy.
Stop Syncing to Twitter with Facebook
Many businesses set up their Twitter account so that posts on Facebook are automatically cross-posted to Twitter. They believe they can just “set it and forget it,” but it does not work.
Facebook is not Twitter, and Twitter is not Facebook. Certainly you have things that you want to cross-post, like a blog, but the content of Twitter must be tailored to Twitter. No one will pay attention if you come across as automated and robotic.
Cut Back on the Shameless Self-Promotion
You may look at the big companies, brands, and celebrities spending 99% of their time engaged in shameless self-promotion. Don’t do that. You are not them. They have real world clout and credibility that converts to online influence. Your self-promotion is uninteresting.
Your business needs to actually create online influence. One way to do this is the 80/20 Rule. This will be 80% of what you are sharing is curated content, and 20% is your original content. Of your original content, 80% should be informative, funny, or generally human stuff, and the 20% left self-promotion.
The idea here is to become a valuable resource for your Followers. If you are perceived as only caring about selling your wares, people will ignore you fast. Be interesting, informative, fun, and useful. On social media, less self-promotion is more.
Stop Being a Robot
Twitter users generally do not want to follow robots. If you are completely automated, people will recognize this and not follow. Even the big brands and companies cannot get away with 100% automation.
If you are a business or marketer, automation is going to be necessary. However, it must be done in a way that automation does not make you a bot. Automation should be used as a tool for the effective use of your time, allowing you freedom to engage more with your followers and those you follow.
Stop Sending Automated DMs
There are many services that give you the ability to automatically send Direct Messages. Don’t do it. The temptation is to send a message like “Thanks for follow. Please visit my [website / facebook / youtube / whatever].” Don’t do this, ever. If you are doing it, stop now.
Twitter users are intelligent enough to know these are automated, and many will perceive these DMs as SPAM. The moment you are labeled as a robot or spammer, people will unfollow you. Send your “thank you” in a tweet, but without the spammy text.
Stop Using TrueTwit
TrueTwit claims to be a validation service that stops robots and SPAM. It does not do what it promises,. What TrueTwit does is turn you into a spammer. When you use TrueTwit, you tell people not to follow you.
The service does not stop robots and spammers from following you. At best, all it will do is inform you so that you don’t follow back. However, if a spammer pays TrueTwit their fee, they get listed as human and legitimate. TrueTwit is a scam.
Stop Ignoring People
A Twitter user actually thinks something you posted is worthy of a reply or retweet. Don’t ignore that. Thank the social media gods someone thinks you are actually interesting.
Think of Twitter, and social media generally, as having a conversation. If people perceive you as talking at them, and not with them, they will stop listening. Engage with those willing to engage with you.
Stop Posting Infrequently
The average life of a tweet is 18 minutes. This is because of the psychology of Twitter. It is all about what is going on now, not yesterday or last week. If your tweet is not seen quickly, it starts to get lost in the ether.
At a minimum, make it a plan to post at least 4 original tweets per day, within regular business hours. This mean, based on the 80/20 rule, you will need to retweet or share curated content 16 times a day.
The minimum target will be 20 tweets/retweets, less than 3 tweets/retweet per hour, over 8 hours. However, this is something that takes only about 15 minutes to set up with automation tools like Hootsuite or Buffer.
Fire Your Social Media Manager
How did you find your social media manager? Was it organically or was it with their paid advertising? Do you want your social media manager to be an expert at online advertising or social media marketing. They are not one in the same.
Look carefully at your social media manager’s online footprint. How many Friends and Followers does he/she have on Facebook, Twitter, or LinkedIn? How much are people engaging with him on social media. What is his/her Klout Score? If he/she can’t market their own brand, how can they market yours?