Building a Strong Brand Presence on Twitter

Establishing a Strong Brand Presence on Twitter Amy Vernon @AmyVernon http://amyvernon.net

Twitter 101 Provide value in your tweets  The 80/20 rule – 80% of the time providing value, rather than simply promoting  That other 20%? Better be done well Talk to your followers. Customer service Be an authority on your subject

Engagement

Content Customer service:  Respond to people complaining openly  Take to DM once you’re asking them for personal info, not from the start Links:  From all sources, even competitors if it provides valuable information  Be considered the go-to source for your subject area. Retweet others – followers or not, who provide appropriate content

Talk to your fans

Following Follow fewer accounts than follow you. If followed by both of these accounts, which looks more interesting to you, before clicking through?

Follow strategically

Following Choose people/accounts who are appropriate to follow.  If your focus is food, don’t focus on sports accounts Don’t follow back everyone who follows you. Don’t buy followers. DON’T BUY FOLLOWERS.

Don’t Buy Followers

Twitter page basics Profiles  Pepsico  UPS Brand pages  Dell  Intel  JetBlue Hashtag pages  #NASCAR

Profiles “Classic” Twitter profiles Like individuals Non-advertisers (for now) Fewer bells and whistles Still customizable

PepsiCo

Profile basics Background is not interactive  Links cannot be clicked on – make sure they are simple to type in Include handles of those who tweet on account or say who they are in the bio. Logo or simple image is best for avatar

Brand pages More customization than profiles Must advertise with Twitter (for now) More visually appealing than standard profiles Not tremendously different than standard profiles.

E! Online

Brand page basics Header image beneath profile box allows brand to choose the images, slogan, hashtag, etc.  Size: 835x90  No restrictions on content (as opposed to FB) Evokes more of a Facebook feel Promoted tweets are “pinned” at the top of the flow (Dell & Intel) Consistency between desktop and mobile

Hashtag pages Brand new (#NASCAR is the first one) For events, not specifically for brands Little to no editorial control over content  Certain accounts can be included even if not tweeting the hashtag  Post apparently can be “pinned” for any new visitor, but drops down as new tweets come in.  Still evolving

#NASCAR

Hashtag page basics Logo of brand behind the hashtag Custom background Information on event or upcoming events Image bar pulls pics from those tweeted into the hashtag Allows users to tweet directly into hashtag Shows who’s engaged in the hashtag

Twitter advertising Promoted accounts – Twitter highlights your account as one to follow. Geographic targeting. Promoted Tweets – Your Tweet shows up in people’s Twitter streams and at the top of search results. Target geographically or accounts like your followers. Promoted Trends – Your hashtag shows up in the “Trending” list

Twitter advertising

Questions?

Contact me http://amyvernon.net Twitter: @amyvernon Facebook: /amyvernon LinkedIn: /in/amyvernon

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Building a Strong Brand Presence on Twitter

by Amy Vernon on Jun 28, 2012

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