Twitter can be an effective way to further your brand and engage with your audience on a more personal level. In 140 characters (now 280), you can share your brand message and maintain your brand standards. Now, more than ever, is a great time to get your brand on Twitter.
This account has been asked to test Twitter’s new 280 character limit, but as a 100-year-old brand, we believe our fans most enjoy traditional tweets with brevity, so we declined. We hope to continue to provide a fun, positive place to discuss MoonPies moving forward. Thank you.
— MoonPie (@MoonPie) September 27, 2017
These five tips will get you building and maintaining a consistent brand on Twitter.
have a content strategy
Just like with blog posts and mailers, all your content you push out on Twitter needs to serve a purpose. Whether to entertain, to inform, to persuade or to educate, your tweets need to contribute to a larger goal: building your brand. On Twitter, your content is your voice and an extension of your brand’s identity, so each tweet needs to be well thought out and should represent the core values of your brand.
Disney Pixar primarily uses their Twitter to promote upcoming films, and Starbucks heavily interacts with their customer base. Both have a solid content strategy and stick with it throughout all the content they push out.
Is your primary purpose on Twitter to inform, sell, converse or engage? Decide where your brand fits in and keep yourself from pushing out content like a salesman.
avoid off-brand retweets and favorites
It may come as a surprise to many but Twitter shows more than just what your account tweets. In your followers’ feeds, they can see what you retweet and what you favorite. Even though retweets and favorites aren’t necessarily a ringing endorsement from your brand, it does tie you to the content. If you’re retweeting inappropriate jokes or favoriting sensitive materials, it could reflect poorly on your brand.
🔘 retweets and attention
— MoonPie (@MoonPie) August 23, 2017
It might also be a good idea to keep a separate account for customer service. With current and potential customers increasingly turning to Twitter to ask for support and engage with a service, creating a separate account just for customer service issues can keep your main brand on Twitter from getting too cluttered with customer service content and interrupting the flow of conversation. Companies like Etsy, Microsoft and Instagram have separate support accounts to address any issues that come up.
choose your mentions wisely
In the same vein as retweets and favorites, your account mentions also reflect on your brand. Twitter is a great way to interact with your customers but having a bitter back-and-forth rather than taking a complaint offline can make your brand look petty and unprofessional.
Twitter is a real-time platform where you can interact and build relationships with your audience in ways email and other forms of communication can’t. On the flip side, the very fast-paced nature of Twitter that makes it easy to build a relationship can make it easy to be forgotten. To build anything long-term and meaningful, you have to tweet a lot. Seriously, a lot. If you ignore Twitter and push it to the wayside, your tweets will easily be ignored by your audience. But just a word of caution– you don’t have to live tweet your entire life just to remain top-of-mind– content still matters. So work up to tweeting multiple times a day to make sure your tweets stay on your audience’s radar.
keep it consistent
Twitter isn’t an island and shouldn’t be treated like one. While this is specifically in reference to Twitter, it can be applied to everything. If you want your brand to remain consistent, you must make sure your username, profile picture, voice, character and all other elements are consistent with the branding on your website, in your print materials and all other marketing materials.
Your Twitter bio is another area to be cognizant of when trying to keep consistency between all your marketing materials. Essentially, your Twitter bio is a truncated, 140 character “About” page. Boil your company down to the most important points of your business and make it your elevator speech. Your brand’s website should also be included in your bio every time.
Your Twitter background is an often overlooked part of your company’s branding on Twitter. The best backgrounds will feature custom designs or photographs that portray the brand message. Company Twitter accounts, like Coca-Cola, have custom backgrounds created that are appealing and resonate with the overall brand message. The background should be changed periodically– but not going overboard on changes– and keeping the same style. Coca-Cola changes their background but the consistent “red” theme always appears.
Twitter can be incredibly helpful for your brand. To get better engagement, study the demographics of your audience and their activity patterns. From there, you can make your branding campaign more relatable. Next, start writing great, on-brand tweets that reflect your brand message to win even more followers.
hummingbird knows how to tweet
We know exactly what 280 characters can do for your brand. Schedule a call with us today to see how Twitter can be worked into your brand strategy. Contact us!