04/25/13

HOW TO: Tweet For Your Business

Over the past few weeks, I've seen some interactions on social media that have really bummed me out. If you're a regular on Twitter, I'm sure you've seen a similar exchange: one account makes a statement, one of their followers replies with an insult, and then, a full-on Twitter argument ensues.

But, what was extremely disturbing about these interactions is that they were between a business and that business's fans. In one instance, one company - a self-proclaimed zen company - sent two of its customers very rude messages. When one customer pointed out that the messages did not capture the company's brand, the company tweeted, "We don't have a 'brand.'"

Whether you realize it or not, your company leaves an impression on your target audience and community. That impression is otherwise known as your brand.

Your company - all companies - have a brand.

The cool thing is that you can take steps to manage the image that your company impresses upon your community on social media.

If you're unsure of how to establish your branded voice on social media or you want to make sure your posts are in line with your brand, here are a few tips:

  • Before you prepare any content, find your company's persona and voice. If you're having a hard time wrapping your head around this concept, think of a person who might represent your business and how they might talk and interact with your customers. Keep that voice consistent across all marketing channels - and make sure your employees know how to embrace it, too.
  • Put together a social media policy to govern your social media channels. List out what is appropriate to share via social media and who should share posts from the company's official social outlets. Only individuals who can speak the company's voice should write copy for social media outlets.
  • Make sure all posts are in line with the goals you set forth in your social media plan.
  • And, most importantly, never, ever insult anyone on social media. That is, unless you don't want to maintain a positive brand image.

What tips can you share on successfully tweeting as a business?