The most successful brands have created a unique personality and human voice for their Twitter handles, allowing them the ability to genuinely engage with their target audiences and cultivate an even greater sense of authority in their spheres of expertise. How do they do it? Well a lot of hard work, there is no getting around that. However, there are some basic rules of the road that every successful Twitter content strategy is build upon and consistently adhered to.
The 80/20 Rule for your Twitter Content Strategy
Effective Social Media engagement for brands is rooted in the successful execution of creating engaging content that:
- 80% of the time provides value to your followers through content your audience cares about, and
- 20% of the time promoting your brand’s products/services
How can this rule be applied to the Twitter sphere?
First let’s begin with, what the point of this platform is. Why do people use it?
Twitter is an online platform where users go to get information from real people who are deemed experts in their fields. It is an online space where access to these experts is allowed and where everyone interacts on a one-to-one level. Twitter is not a vehicle for push marketing; it’s a place for information sharing and real life interaction.
Great, I don’t have time to create all this new content and manage customer engagement. Yes, you do I promise. It’s all about working smarter not harder.
You know your industry inside and out. You know what information is valuable, but more importantly you know where to obtain that valuable information. This is the content curation part. Spend 45 minutes once a week and scout out 10 – 12 new pieces of content about your industry that is valuable. From each of those 10 articles you can pull at least 3 facts that are interesting/attention grabbing. That means for each piece of content someone else wrote, you have at least 3 tweets already written for you. That could be a blog post from an industry insider, a report put out by an organization, a news article written by a journalist covering your industry. The possibilities are endless.
You want to be seen as a thought leader and relevant to your audience. By sharing valuable information from credible third-party sources you are doing just that for very little effort and time.
Twitter Content Strategy: Time of Day Matters
Every Twitter handle has a unique time of day/week that its tweets are more likely to be seen and shared by its followers. This is unique because each handle has a distinctive set of followers that as a whole creates these windows of opportunity.
Start to monitor when your content gets the most engagement. You can use a free tool like Social Bro to do so.
I always suggest starting with thinking about who your target audience is. Are they professionals? If so, then start with commute times (7:00-9:30am and 5:00-7:00pm) and go from there. If your target audience is chefs then look into scheduling your tweets later in the day and evening.
When would your target audience be most likely to have time in their day to check Twitter? Start there, and be cognizant of the time zone you are tweeting in, and the one your target audience is reading it in.
Twitter and Search Engines Matters for Your Twitter Content Strategy
Twitter results are shown in both Google and Bing, and links including those found in tweets are used by search engines to find new web pages. Another added benefit is that these links when found by search engines are seen as a positive ranking signal for those pages.
Using Twitter to promote a link to a webpage has been shown to:
- Speed up the search engine’s discovery of new content,
- Assist with driving organic traffic to websites, and
- Can quickly spread that information across Twitter to the individuals who are following that Twitter handle.
In addition, Google can tell when there is trending search and will change the search results to include more Twitter results. Therefore, having a strong Twitter profile is critical to use to respond to an online reputation management issue.
Having a successful Twitter handle doesn’t have to be a full-time job. I hope you find these tricks helpful. Please feel free to ask me any questions or start a discussion below in the comments.