July 9, 2012
by Jeanine Vecchiarelli return to JayVee Media Link LLC
“Twitter? Ugh! I HATE Twitter!” That is the reaction I often get when I recommend the platform as a business building tool in new clients’ social media marketing toolboxes. In spite of its wild popularity among business owners who grasp the vast potential Twitter holds, those who are less well informed about social media marketing seriously misunderstand the channel…and underrate its value to their companies.
The biggest complaint about Twitter that I hear from new clients stems from their notions that everyone on the platform does nothing but tweet nonsensical minutiae about their personal lives. The second biggest grievance I hear is that the channel spreads users’ messages too widely to ever be useful to them. Objections like these are quickly put to rest when my clients learn a few facts about Twitter:
It is easy to build a following that is very specific to one’s niche by using Twitter’s search tool. There are other related sites, like Twellow
, that also offer this service. But the one built into the platform is very easy to use, and returns the best results I have seen. Just type in some relevant keywords and click the search button. While not necessary for this activity, it is helpful to precede the words with the hashtag symbol (#). Follow any accounts that look like good potential matches; Twitter etiquette dictates that the vast majority will follow back. Of course, be sure to message a note of thanks to those people who do, which helps set the stage for engagement. But don’t try selling right off the bat. On Twitter, as on every other social media platform, the name of the game is relationship building. Pitches must come later.
As we build and engage our targeted Twitter followers, we become immersed in a constant stream of the freshest industry information available, posting almost as it is breaking. Think of it as the most valuable instant messaging system we can join. We can contribute our expertise as well as benefit from that of our peers at the uppermost levels of our niches. The best way to grow our following further is to demonstrate our knowledge, and to be willing to help by freely sharing it. The best way to service our clients is to operate with the most cutting edge information we can find. Twitter is one of the best resources for both sides of this business equation.
Hitting proper targets for our expertise
We can target our messages to those who will potentially benefit the most, and hence stand the best chance of becoming clients, by using one of the same tools that helped us locate relevant followers in the first place. Hashtags are invaluable for this process. They also categorize our messages by subject or niche, making them easy to find. As with all great tools, however, be sure to use them wisely – and avoid overuse.
By posting links in our tweets, we can use Twitter to drive traffic to our websites, our blog pages, and to our other social media platforms. In fact, Twitter has the potential to drive more traffic than almost any other channel.
Twitter allows much latitude for businesses to advertise their branding. Almost everything from a profile’s background image to the colors of its text can be configured to match a company’s branding. This is very significant, as uniform appearance across a website and all social media channels strengthens a company’s identification and instills confidence in its customers.
Whether new to social media marketing or not, every business owner needs to understand the importance of using a Twitter account. For any of the above mentioned necessary activities, the platform is an invaluable tool.
Do you get pushback when you speak of Twitter to your clients? How do you handle a negative reaction toward this important social media tool? Please share your thoughts in the comments section below!