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To Tweet or Not To Tweet…

Well, that is not the question. If it were, it would be a very easy one, and probably would not follow in the similar Shakespearean question’s steps to fame.  Clearly, the answer to that question is yes – this is rather undisputed.  However, this wasn’t all for nothing. There is a question… and I’m getting to it, I promise.  The question all social media connoisseurs really want an answer to is what to tweet.  And while there is no easy answer to that, we did recently find a helpful article with a solid approach to the solution.

Mashable’s recent article HOW TO: Build a Twitter Strategy for Your Businessdoes not claim to have a one-size-fits-all answer, but it does have the appropriate questions to ask yourself in pursuit of a strategy. Megan Berry, the article’s author, describes five easy steps:

1. Choose Your Audience

The author describes a simple strategy for completing this step.  She says to look up ten of your customers who are currently following you on Twitter.  Take a few minutes to explore their profile.  Who are they following? Who are they talking to? Who seems to inspire their tweets? All of these people should also be part of your audience, as these are the people who influence your current followers.

2. Understand How They Speak

Since you’re already examining your followers… take a closer look.  We know who they are following and who they listen to, how do they talk back?  Are they formal or informal? Do they appreciate links of information, hard facts, or contests and discounts? What are people tweeting about your company? Is it positive, or negative? These questions will all help you to speak in a way that your followers understand.

3. How Much is a Twitter Lead Worth?

Though this one may not have a direct influence on your tweets, it is still worth consideration.  Stop and think about what each follower means to your business.  If each customer represents a million dollar sale, clearly one follower is worth much more than if your business can only survive with the influence of millions of users.

4. Set a Goal and Track It

Once you’ve determined the worth of each lead, you can figure out how you ultimately want your twitter account to look.  Do you want to eventually have thousands of followers viewing each of your tweets, or would it be more beneficial to have a more targeted audience? With a large amount of followers, your goal might be an overall increase in sales or brand awareness.  However, with a smaller amount of followers, your goal may be more appropriate if it was based on the amount of user interaction with your twitter account.

5. Define Your Approach

This is where all of your hard work comes into play. Think about what you’ve looked at so far, compare it to your company’s culture, and decide on the best way to communicate messages.  Should you host contests? Should it be all about the information you can share? Once you figure out how you can best serve your followers, you’ll have a much better idea of what strategy to use.

Like we said, there is clearly no “right” answer to this oh-so-popular question.  Every company has a slightly different approach, and the trick is finding the one that works best for you.  So, we’re dealing with the fact that Shakespeare may not have been able to help us out in the phrasing department.  We’re confident, however, that if he had been around for this crazy age of micro-blogging, he would have agreed with the complexity of our favorite question: what is the best twitter strategy for your business? I bet you’ve got an upper hand on him though, so why don’t you tell us what YOU think?

 

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