12 Days of Marketing Communications. Day 5: Twitter
Posted by Mary Fletcher Jones
There’s something I learned about Twitter this year as my followers shot up to near 900 in 2010.
Be selective about your LinkedIn contacts.
Be selective about your personal Facebook friends.
But on Twitter, follow and be followed.
In 2010, we helped a lot of communicators, nonprofits, and companies get started with Twitter. We were insistent that they let us create branded profiles with legible square logos that reinforced recognition and trust. Even so, we still feel Twitter is the most misunderstood form of marketing out there.
Spending too much time on Twitter is a mistake. Spending not enough time on Twitter is a mistake. And too much or too little is defined by your industry and business goals. But in general, even among Fletcher Prince clients I have carefully coached, I see people spending too much or too little time on Twitter.
In social media, as in so many other things, consistency and relevance is key. Post daily, at least once a day, and check in more frequently if you are a brick and mortar business, or you have the kind of business that gets customer reviews. If you find you don’t have the time to manage this level of engagement, this is the kind of situation where it makes sense to hire a company like Fletcher Prince to keep your Twitter content fresh and updated for an affordable monthly community management fee.
Don’t overestimate the importance of Twitter, vis a vis other marketing approaches in your tool box. There is so much noise. Your message can and will get lost, and then it will evaporate. If it’s important, blog it, and then tweet it.
Twitter is a trendsetter, and a breaking news platform. I learned about this the scary way when police shot a man a block from my house, and I helped out Falls Church News Press with some updates and photos. If you can relate your Twitter content to a news item or trend, and it is right for your brand, you should. That might be the only way you get read on Twitter that day. Otherwise, just continue to post relevant and useful content once a day.
Twitter is the coffeehouse of journalists and media. If you work in public relations, you need to follow these folks on Twitter. Check out my lists on Twitter for reporters and editors to follow.
I’ve also said this before and I’ll say it again — you can feed from your content from Facebook to your Twitter stream, but not the reverse. Twitter updates do not make for good Facebook Page or Profile updates. The characters of these two social media platforms are simply too different. Facebook is much more engaged and personal. Keep that in mind, and check out our Twitter services.