How Top Brands Are Using Twitter

Highlights: 

– The majority of top brands average at 10 tweets per day (including @ replies and retweets)

– Brand follower growth averages at around 20%

– 92% of companies tweet more than once a day

Using Twitter to your full advantage is so key to business right now, and its not gonna become any less important anytime soon! Here are my top tips to maximising your Twitter strategy:

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Establishment:

From your logo, header and background, to the bio on your Twitter account – make it noticeable, stand out and visually compliment your other online profiles/website. New followers will want to know what your brand is all about immediately – this one’s a deal breaker so be sure to include who you are, what you do, where you’re based and the kind of content you’ll be sharing.

Timing:

As your building your profile and audience via Twitter you will soon learn when your tweets are most likely to be seen and engaged with. All channels are different, but the main factor to consider is your target audience – when are they most likely to be using social media? (Don’t forget time zones!)

Be sure to schedule tweets (I use Hootsuite) so that you can rest assured that your brand will be sharing a constant flow of content. Tracking and replying to tweets is important, but no one expects you to be sitting at your desk tweeting at 10pm.

Image content:

You need to consider what kind of tweet would grab your attention, and incorporate that into your methods. No one has the time or interest in reading text-heavy content, image-based tweets with a visual element is much more appealing. Use clear, concise wording and only include hashtags that are relevant to your tweet and actually offer a purpose. For beginners, its okay to experiment with various styles of tweets and see which ones get the most interaction – every brand is different and you need to find the methods that work for your audience.

Listen:

Twitter offers the opportunity to create a strong relationship with your consumers. Giving your brand a personality and performing genuine engagement with your followers is the best way of doing this. Growing and nurturing a community requires time and effort, although keep in mind that it’s all about quality over quantity. This links to establishing your identity; presenting a friendly tone of voice and offering meaningful replies is more likely to bring more users in from the platform while building a likeable reputation.

Etiquette: 

Make sure what you tweet from your business represents you in a positive light, reflects company values and most importantly, is respectful of other users. Be polite, inoffensive, tweet responsibly and reply to @ mentions.

Variety:

make sure you mix up the content you tweet out, and don’t just talk about your own business or push out your own links. Add credibility and show your knowledge, expertise and interest within your industry by sharing content from other accounts (whether an original constructed tweet or a retweet). Give people a reason to follow you which offers more than just hearing about your brand!

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Social Media & Beauty Brands: Bare Escentuals

bare

Bare Escentuals has a really impressive approach to social media, which I definitely use as inspiration. They have managed to create an inclusive circle of social followers who feel as though they have an influential relationship with the brand and are actually listened to.

They ran a Twitter campaign over Christmas called #EscentualWish. The theme of this campaign was to thank their customers for a successful year. They asked their followers for tweets sharing their most loved products (with a product link) and In return, seven of the recipients were ‘granted their wish’ and given their loved item. The part that was possibly most interesting was the section “To give you a little inspiration; we’ve asked some of our beauty and fragrance blogger friends to make their own Escentual wishes” which were published on their website.

The result gave the opportunity to thank their customers (improving relationship, trust & loyalty) as well as learning what their favourite products were at the same time and by using leading, influential bloggers really drove sales to desirable products, recommendation speaks louder than a brand sometimes! Bare Escentuals reported on this campaign, sharing results of a 137% increase in sales per session, 106% increase in order conversion and 15% increase in average order value when interacting with user-generated content – this highlights the amazing effect of utilising bloggers in your content.

 Phoebe