With 271 million global monthly active users, and 500 million tweets sent everyday, Twitter represents a hugely valuable opportunity for brands. However, with its real-time environment and focus on dialogue, Twitter needs a particular mindset before marketers can realise its full potential. This how-to guide explains how you can make best use of Twitter, with practical, easy-to-follow dos and don'ts to help you get Twitter right for your brand, starting today.
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Twitter: We Are Social's Guide For Brands
1. TWITTER GUIDE
THE ESSENTIAL HOW-TO FOR BRANDS AND MARKETERS
JOLENE SIOW ⢠WE ARE SOCIAL
awree social
We Are Social @wearesocialsg ⢠A Guide To Twitter ⢠1
2. WFA ⢠We Are Social @WFAReconnect ⢠@wearesocialsg ⢠4
3. CONTEXT
Twitter offers marketers a unique
platform to engage people in direct,
valuable, real-time conversations.
This âhow-toâ guide offers practical
tips for brands, explaining the dos
and donâts of Twitter best practice.
We Are Social @wearesocialsg ⢠A Guide To Twitter ⢠3
4. SHARE YOUR THOUGHTS AND QUESTIONS:
@WEARESOCIALSG
We Are Social @wearesocialsg ⢠A Guide To Twitter ⢠4
5. AUG TWITTER IN NUMBERS
2014
NUMBER OF
GLOBAL MONTHLY
ACTIVE USERS
NUMBER OF
TWEETS SENT
EVERY DAY
#
271
MILLION
500
MILLION
PERCENTAGE OF
USERS ACCESSING
VIA MOBILE DEVICES
78%
(211 MILLION)
PERCENTAGE OF
ACCOUNTS
OUTSIDE OF USA
77%
(209 MILLION)
We Are Social @wearesocialsg ⢠A Guide To Twitter ⢠5
⢠Source: Twitter
6. WHAT DOES TWITTER SUCCESS LOOK LIKE?
Twitter success isnât just about the number of
followers youâve got. Rather, itâs all about the
quality and level of engagement your brand
has with your audience. After all, what good
will 100,000 followers do you if none of them
is really interested in what you have to say?
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7. â
If you use it
intelligently,
Twitter can
be a form of
engineered
serendipity.
~ Jason Silva!
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8. TWITTER: 10 DOS & A DONâT
1. KNOW WHAT YOU WANT TO ACHIEVE
2. GET YOUR BASICS DOWN PAT
3. ACTIVELY LISTEN TO YOUR AUDIENCES
4. PROVIDE VALUE TO YOUR AUDIENCES
5. BE AUTHENTIC, PERSONAL AND BELIEVABLE
6. DEVELOP YOUR OWN TONE OF VOICE
7. HAVE CONVERSATIONS WITH PEOPLE
8. TAKE TIME TO THINK BEFORE YOU TWEET
9. GIVE YOUR TWEETS A HELPING HAND
10. TRACK PROGRESS, EVALUATE AND EVOLVE
11. THOU SHALT NOTâŚ
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9. HOW TO USE TWITTER:
THE DOS
We Are Social @wearesocialsg ⢠A Guide To Twitter ⢠9
10. #1 KNOW WHAT YOU WANT TO ACHIEVE
START WITH A PURPOSE
Are you going to use Twitter to sell,
provide customer service, foster
relationships or build your brand?
Having a clear purpose helps you
to plan your content.
PLAN YOUR STRATEGY
Having an overarching strategy
in place helps you to make better
decisions and present a more
cohesive brand to your audience.
Know what you want to get from
Twitter activities, and actively
plan for it.
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11. #2 GET YOUR BASICS DOWN PAT
DONâT BE AN EGG
Help potential followers know what
youâre all about. Upload a profile
picture, have a cover photo, and fill
in your bio; make sure your profile
reflects your personality.
SPEND TIME ON TWITTER
This enables you to deepen your
understanding on the unique way
in which Twitter works. Learn the
vocabulary and grammar people
use on Twitter, and how it works.
You are tweeting; not twittering.
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12. #3 ACTIVELY LISTEN TO YOUR AUDIENCES
UNDERSTAND YOUR AUDIENCE
Listen to what people are saying
â not just about your brand, but
everything they care about. This
knowledge can be of immense
value to your brand, because
when you truly understand
people, you can then better fulfil
their needs, wants and desires.
TREAT PEOPLE LIKE PEOPLE
To relate to your audience and
deepen your relationship with
them, itâs imperative to
remember that, while collecting
data is hugely important,
people will always be more
than statistics.
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13. #4 PROVIDE VALUE TO YOUR AUDIENCES
BE USEFUL
Whether it is information,
entertainment or something else
altogether, strive to provide value to
your target audience. Youâll know
what that value looks like if youâve
been actively listening. When you
add value to peopleâs lives, you
become more relevant to them.
ITâS NOT ABOUT YOU
Value is subjective, and keeping
your followers in mind helps you
determine ways in which you can
add value to their lives, rather than
only thinking and talking about your
brandâs needs all the time.
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14. #5 BE AUTHENTIC, PERSONAL & BELIEVABLE
BE HUMAN
Talk to your Twitter audience the
way you would talk with people in
real life. This is your chance to be
multi-dimensional, and much more
than âthat big corporationâ.
DONâT BE AN RSS FEED
People are looking for brands that
they can relate to; not for just
another bot. Sharing relevant
articles or information can be more
impactful if you share your
perspectives and thoughts.
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15. #6 DEVELOP YOUR OWN TONE OF VOICE
DEFINE YOUR BRANDâS VOICE
Develop a conversational style that
is consistent and unique. This will
inspire active dialogue, and help to
prevent your tweets being lost
amongst all the other activity in
your audienceâs feeds.
SHOW YOUR PERSONALITY
Having a strong, unique voice helps
you stand out, and gives people a
reason to follow and engage with
you over all those other brandsâ self-promotional
feeds.
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16. #7 HAVE CONVERSATIONS WITH PEOPLE
GO BEYOND SELF-PROMOTION
Just as you would avoid only
talking about yourself in physical-world
conversations, the same
applies on Twitter. Have
conversations about the things
that really interest your followers.
EMBRACE TWO-WAY DIALOGUE
Twitterâs unique structure is built
around dialogue, so take advantage
of it. Twitter isnât about advertising,
itâs about conversation.
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17. #8 TAKE TIME TO THINK BEFORE YOU TWEET
THINK BEFORE YOU TWEET
Donât just jump in on trends in an
attempt to be timely and hip â
instead, understand what is
trending and why, before
deciding if you should join the
conversation. This helps to prevent
insensitive posts.
TAKE A STEP BACK
When responding to angry or
negative comments, itâs sometimes
best not to reply instantly. Getting a
second pair of eyes on your reply
can be useful too. This helps you
avoid overly defensive tweets which
could backfire on your brand.
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18. #9 GIVE YOUR TWEETS A HELPING HAND
ILLUSTRATE YOUR TWEETS
Your target group on Twitter is likely
to belong to a visual generation. Use
added media such as images or
short videos to support your tweets
and attract peopleâs attention.
USE RELEVANT HASHTAGS
Hashtags help your tweets show up
more easily in searches, thus
gaining greater reach. Be cautious
though â #dont #hashtag #every
#single #word
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19. #10 TRACK PROGRESS, EVALUATE & EVOLVE
USE DATA AS A GUIDING LIGHT
Tracking your tweetsâ
performance will help you
develop valuable insights into
your Twitter strategy, and into the
nuances of your audienceâs
preferences and motivations.
DONâT BE AFRAID OF CHANGE
Tweaking your game plan as you
learn from data insights ensures
that your brand consistently grows
and stays ahead of competitors.
Moreover, the social media
landscape is constantly shifting â
donât get left behind!
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20. HOW TO USE TWITTER:
THE DONâTS
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21. 3 KEY THINGS TO AVOID ON TWITTER
DONâT SPAM
It annoys people, and
erodes your brandâs
credibility. Itâs also
likely to breach
Twitterâs code of
conduct, and may get
your account banned.
DONâT BUY FOLLOWERS
Engagement is more
powerful â and more
important â than follower
numbers. People can also
see when youâve bought
fans, and it makes you
seem shallow.
DONâT AUTO-TWEET
Sending automated
tweets or direct
messages appears
insincere, and borders
on spam. Avoid services
that automatically
tweet on your behalf.
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22. TWITTER: 10 DOS & A DONâT
1. KNOW WHAT YOU WANT TO ACHIEVE
2. GET YOUR BASICS DOWN PAT
3. ACTIVELY LISTEN TO YOUR AUDIENCES
4. PROVIDE VALUE TO YOUR AUDIENCES
5. BE AUTHENTIC, PERSONAL AND BELIEVABLE
6. DEVELOP YOUR OWN TONE OF VOICE
7. HAVE CONVERSATIONS WITH PEOPLE
8. TAKE TIME TO THINK BEFORE YOU TWEET
9. GIVE YOUR TWEETS A HELPING HAND
10. TRACK PROGRESS, EVALUATE AND EVOLVE
11. THOU SHALT NOTâŚ
We Are Social @wearesocialsg ⢠A Guide To Twitter ⢠22
23. GET MORE TIPS AND INSIGHT:
WEARESOCIAL.SG
We Are Social @wearesocialsg ⢠A Guide To Twitter ⢠23
24. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WEâRE ALREADY HELPING MANY OF THE WORLDâS
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLĂ, HEINZ, AND LVMH.
IF YOUâD LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
We Are Social Making Friends & Influencing People ⢠45
25. WE ARE SOCIAL SINGAPORE
JOLENE SIOW
@WEARESOCIALSG // @JOLENERUYAN
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG
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