How to Run a Successful Company Twitter (Part 2)

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Alright, so now you know the basics of operating your very own company Twitter page (to see part one, click here). Now, how are you going to fill those 15 daily tweets? And what are the facts that support the claim that Twitter is a viable marketing platform? Read on, my friends.

How to build a follower base

Perhaps the single greatest piece of advice for tweeting from a company viewpoint (and any viewpoint, for that matter) is to engage with the consumer. Build a follower base by posting interesting content that people care about. Ask questions, post photos, start a discussion. This will make your company page seem like it’s run by an actual person and not a robot.

Search hashtags in the search bar that relate to your area of expertise (i.e. 5th Factory might search “marketing” or “digital media”) and seek out discussions already being conducted by other industry leaders or consumers. See if you can contribute to those discussions, and build a reputation as a source of wisdom in your field.

You can also reach out to those consumers who have posted about a need in their life that has yet to be fulfilled by a company. You can direct message them or post directly and tell them about how your business could fill that role that they’ve been missing. (For example, say you run a gluten-free cupcake company, and multiple people are tweeting about how difficult it is to satisfy their sweet tooth on a gluten free diet.) If you are really savvy, you can also offer them a sample trial of your product in exchange for an honest review, which will help grow your follower base and get the word out about your product/company.

Another great way to build a larger following is by utilizing influencer partnerships. In fact, 40% of Twitter users state that due to influencer marketing they’ve made a purchase. Clearly, this form of marketing is effective.

 How to keep a follower base

Okay, so you have a follower base, but how can you ensure that you don’t lose it, and how can you convince them that your products and services are better than the competition? Rather than simply posting back-to-back advertisements for your products and services, reach out to those who reach out to you, those people using your products, and keep the dialogue going. Try to post meaningful content that more people will favorite and share, content that strengthens your brand’s image without seeming too self-promoting. A great strategy to get more interaction on your tweets is to include other media, such as photos, videos, polls (people love to share their opinion!) and GIFs. In fact, tweets that use a GIF earn 55% more engagement and video tweets get ten times as much interaction as those without videos, which is something to keep in mind.

Now, this advice is not just mushy “connect with the world” jargon -- it’s based on a fascinating tool called the Twitter algorithm that determines which tweets are more likely to be seen by Twitter users. This algorithm is based on several factors: how recent the tweet is, the level of engagement (retweeting, favoriting, etc.) the tweet is receiving, what kind of media is attached, how many followers an account has, and the account’s location, among other things. So the more people respond to your post, the more likely it will be featured on other people’s accounts and the more likely your content will be recommended to these users in the future.

Another great way to keep your followers engaged with your account is to use Twitter as a platform for customer service. If someone tweets you about a problem they’ve encountered (usually with your product or service, although it could be comedic to respond to a random problem, too), reach out and help them. Show them that your company cares about them by responding quickly and compassionately.

The statistics behind why Twitter marketing is a success

Hootsuite has an amazing list of Twitter statistics that I’ve used throughout the article (and recommend for a read!), but I’ve compiled some highlights here for a quick introduction. First, Twitter is widely used. 500 million tweets are sent each day, and 24% of US adults use the platform. The highest demographic of these users are 18-25 years old and are typically affluent. Moreover, Twitter is a highly respected platform, likely due to its dual role as a news outlet and its quick coverage of major events. In fact, advertising on Twitter is 11% more effective than advertising during live events. It just goes to show you the rising power of social media marketing.

Don’t let Twitter intimidate you! Persistence is key. If you need a little extra help, companies like 5th Factory can help you create your Twitter and carry it to success! Shoot us an email at hello@5thfactory.com and we’ll answer your questions!

Happy tweeting!

Annie Mahaffey