“Spring is the time of plans and projects.”
– Leo Tolstoy, Anna Karenina
Far be it from us to dispute the above logic stated so eloquently by Mr. Tolstoy. Whether you’re gardening, cleaning out a garage or just plotting a warm weather getaway, spring certainly seems like a good time to start anew. We figured we could apply this same seasonal “get ‘er done” spirit to social media marketing — thus, the Social Media Strategy Sessions were born. Using LinkedIn, Twitter, Facebook, Pinterest and all of the other social media channels to reach new audiences is, of course, a great idea. But if you don’t have a strategy, you’re liable to open these various accounts, tinker with them for a few weeks and move on. The first of our three-part series looks at creating a fast and easy Twitter marketing strategy that can help any brand start tweeting with purpose and playfulness.
Why Tweet: Before you even start down the road of Twitter-for-business marketing, you should really figure out if it’s right for your brand. Yes, you’ve heard that Twitter has worked wonders for your friend’s bakery and for some professional swimming star, but is it likely to work for you? To find out, spend time reading tweets and articles about Twitter marketing (we have a few nifty ones right here, by the way). Are the people you want to reach on Twitter? Can your brand have a fun and spirited conversation with Twitter users? Is the limited character format of Twitter perfect for what your brand wants to say? If you answered “yes,” then start tweeting!
What to Tweet: This age-old question is the Achilles heel of many a well-intentioned Twitter marketing campaign. Not having a plan of what to tweet or what you want to talk about with followers is a huge mistake. Again, look at how the big brands do it. Get inspired to create your own language that you can use on Twitter. Your Twitter posts should read like a mini-biography of your brand, broadcasting who you are and what you hold important. Jot down some notes for a week’s worth of tweets before you even log on. This way, you have a clear and concise vision of how what you want your Twitterfeed to look like.
How to Tweet: Are you tweeting live every day with your followers? Are you planning on using a dashboard to schedule out tweets? Are you doing it personally, or are you having an agency or an employee tweet for you? These are the vitals to figure out with tweeting. Having no schedule or no plan and only tweeting sporadically won’t help you gain followers or get your brand noticed.
In the end, Twitter (and all other social media sites) should bounce followers back to your site and whatever it is you’re selling. A great strategy can help you do just that while making it less stressful and more fun.
Tomorrow: We talk Pinterest planning!