It’s all about building engagements. Remember this word ‘engagement’, it doesn’t mean selling, not spamming and definitely not proselytization.
What many companies fail to understand is business success on Twitter is ancillary to relationship building. Twitter is a two-way conversation. It’s about engagement. You have to show your human side, you need to go beyond your logo and the name. (This is applicable for the businesses of all sizes and cadre)
You have to get out there and share your views, praise, reply and add value. You should be there to unleash the golden opportunity to share your brand personality with the world. People like people, they don’t like logos. Ask yourself, do you like talking to a wall or a person?
I feel this is the most exciting and golden era to be an entrepreneur. The opportunities to build your presence online and attract attention to your brand using Twitter are boundless. The important key for businesses using Twitter is to understand that followers want to see real people with real experiences.
Tony Hsieh, the CEO of Zappos.com, is a good example of someone who is raising the profile of the Zappo’s brand by tweeting in a very authentic manner. He uses a great mix of interesting content, business links, personal observations and a pleasant enthusiasm for his life and his business. He connects with his followers on a very human level. The emotional connection is the key to building a powerful brand in the social media or virtual world arena.
It is understandable that all businesses may not be able to keep a leadership face attached to their company’s twitter and other social media interventions however it’s possible and vital that businesses using business name engage like humans. If you will honestly try to connect with your followers at a human level, they will pick that and appreciate it. For example, show gratitude to your new tweeps, make new twitter users in your arena feel welcomed. Personalised tweets for your followers will take you a long way.
To build your brand on Twitter, you must give your followers a snapshot into your life beyond just being a logo or name. You must be willing to give more than you get – to add value and show support for others’ projects and businesses.
Here are some Twitter Rules of Engagement for businesses trying to improve or build their social presence:
1. Tweet when you have something meaningful, valuable, interesting or humorous to say.
2. Post regularly (at least several times daily).
3. Only tweeting about your business, products and services can actually repel people. Spamming your business down your followers’ throats is the fastest way to get unfollowed. Instead, share quotes, knowledge, industry insight, ideas and resources that will help them.
4. Balance your tweets. A good rule of thumb is no more than 20-40% about your business, and the remaining should be personal and added value, such as links to great resources, observations, quotes, industry insight and articles your target market may be interested in. The key is to offer information that helps, entertains and uplifts your followers. Let’s call it 4E’s approach:-
5. Ask questions regularly. Twitter is about a two-way conversation. Listen.
6. If you don’t have something nice to say, don’t tweet it. If you do, it’s out there forever. Remember, tweets are picked up by the search engines.
7. Always remember that deep-down, people want to be acknowledged and recognized for their efforts. Do this every day on Twitter, coupled with creating value for your followers, and you will be well on your way to a powerful presence online.
8. Take time each week to read what others have to say. Reply and compliment someone if you really like something and re-tweet (RT) the most valuable comments and insights. Remember, this is about engagement.
9. Remember to give credit where credit is due. Use the re-tweet symbol (RT) when sharing something someone else has already tweeted.
10. Twitter in the short term does not work. You must be in it for the long haul and be persistent, consistent and committed.
By regularly letting your followers know that they have your attention and your support for their success, you are building the all-important “identify, like and trust” factor.
As a pleasant side-effect of following the Twitter Rules of Engagement, you may eventually find yourself and your business presence and engaement solid.