What’s your Twitter strategy?
If you are unsure of the answer and with great amount of thinking, your response is, “We tweet often, we are polite, we use hashtags,”. It’s alarming.
To be successful on Twitter – whether you’re an individual owned business, an individual tweeting on behalf of a Fortune 500 or a mid-sized business – you need a well-articulated content strategy that covers the basic 5 Ws – Who, What, When, Why and in What Way.
Who is tweeting? Who are you tweeting to?
The question of who should be one of the first ones you answer when coming up with your Twitter strategy. You must determine who is in charge of your Twitter account, and who you’re your target audience.
You may be a one-person social media yard, and so you’ll be tweeting on behalf of, well, yourself; or you might be part of a dozen person team representing a major brand. In either case, establish a clear ownership of your Twitter account, and identify other team members who might also participate in content creation, couture and commitment.
Once you’re clear about who will be handling your Twitter handle, you are in more control of your specific campaigns and they are likely to run smoother. You are not prone to multiple conflicting tweets.
Once you have your Twitter team in place, determining your target audience is the next logical step.
This is a two-step process: I) Identify your target market and II) Find your target market on Twitter.
Hopefully you already know who you want to connect with your brand – if not, it’s time to go back to the drawing board and figure this out. But once you know that your market is mothers in their 40s with at least two kids and an interest in yoga, you can take step 2: find them on Twitter. Using Twitter’s search or a service like Social Mention, enter keywords that are associated with your target market. You can start following some accounts, lists or hashtag chats this way, to get to know your onlookers thoroughly.
What are you tweeting?
What: what will you tweet?
Here are some types of content you might want to consider:
- Your own (created) content – including blog posts, case studies, promotions, etc.
- Others’ content – including retweets, sharing articles, blogs, research reports pertaining to your industry and target audience’s interest etc.
- Multimedia – including photos, videos, podcasts, interviews etc.
- Polls, Q&As, Discussion Starters
- Your Organisations’ highlights / product updates etc.
- Industry updates / news etc.
Of course, there’s a whole wide world of content out there, you cn come up with a variety of content pieces that represent your brand appropriately.
When will you be tweeting?
You need to figure out the two things here: Timing and Frequency.
When, and how often, you tweet. How much time and effort can you spend on Twitter? When is your maximum audience online? Twitter’s real-time natureis the key here hence you would want to send tweets out when your audience are most likely to see them.
Why are you tweeting?
This is the most important part of your strategy: answering the question “Why am I on Twitter?”
Doing a little contemplation is good for the business and your own good soul both. If you haven’t set you goals for Twitter yet, it’s the time.
You might be on Twitter to because your competitors are, to see your latest launch, to promote your restaurant, to increase social presence of self or business or to provide customer service. Whatever your reason, write it down and be as specific as possible. This will be the guiding light for the rest of your strategy.
What way are you going to be tweeting?
Last but not least, any good content plan needs to plan the tools and tactics it will use in order to flourish.
If you have more than one team member accessing your Twitter account, you might want to consider using a dashboard like HootSuite to manage everything. It’s also great for scheduling tweets and for analytics.
In this part of your strategy, you’ll also want to clarify any short-term campaigns you’ll be running: are you going to do a photo contest? Quiz campaign before you release your latest report etc.
Finally, included your analytics plan. How are you going to measure the success of your content strategy?
No plan is complete without a solid understanding of how it will be implemented and measured hence thinks this part through.
All of these elements will come together to give you the groundwork of a successful Twitter presence, and will help you achieve your social media goals.