Twitter is a powerful tool to use to spread and amplify your brand messages. First, you need to determine which Twitter users can best help you spread that message.
Your first step should be to start with individuals who are well known in your industry. Put together a list of experts, journalists, and companies and follow them on Twitter.
Next, look at your existing consumer base. Follow them and engage them (more on this later). Finally, once you have done this, you can start to look at amplifiers, those users who are likely to retweet your content. There are several third party tools that help find these users.
Once you are following these users, you want to invite them to connect with you. Often users will follow those who follow them. However, some Twitter users are more discerning, and have spent time carefully curating their networks.
You can draw the attention of discerning influencers by retweeting (and amplifying) their content. Mentioning them in your Tweets is also a good way to attract their attention and invite them to want to check you out on a regular basis.
You don’t have to follow everyone who might interact with your brand. Focus on gaining followers who have broad followings of users, and/or influential industry positions, and who regularly retweet your content.
When you have the right network in place, you can effectively spread your direct twitter marketing, brand awareness, or other marketing message via Twitter and grow your business.
Twitter can be used to drive traffic to another one of your firm’s digital assets, such as a website or other social network. Though limited to 140 characters, your updates can contain HTML, specifically hyperlinks.
You can use one of many URL shorteners, such as Google’s URL shortener, to reduce a URL to a more manageable length and then insert it in the body of a tweet.
You can also use a service like TwitPic, which allows users to post photos to Twitter. Content with links, photo, and video have a higher rate of retweets then pure text Tweets, according to Twitter.
Some firms allow Twitter users to automate their Tweets. These include, but are not limited to:
HootSuite and Buffer, each of which allow you to manage multiple social media platforms through a single interface, schedule updates in advance, and auto-schedule updates based on when your users are engaging with your content most; as well as Revive Old Post, a WordPress plugin which retweets older posts to increase your traffic.
Beware over-reliance on automation. Your followers may be turned off if you repeatedly do this twitter marketing blunder or push similar content or fail to respond to them when they engage with it.
You can also cross-post Twitter content to other social networks such as Facebook, but again, beware overreliance on doing so.
Many other social networks will note when content is cross-posted and where it is coming from; even when they don’t, the 140-character limit is a dead giveaway.