Here’s a scenario we’ve heard a few times from hospitably business owners and marketing directors. Maybe this sounds familiar to you:
Their business is doing well on Facebook. They’re updating their business's Facebook page on a regular basis and seeing their follower count constantly increasing. All of their posts get likes, comments and even shares. When they look at their website stats, they see Facebook as one of their top referrers, and it doesn’t stop there. When people come in for specials, the customers mention that they heard about the deal on Facebook.
However, this business is having no luck with Twitter. How can that be if they’re doing so well with Facebook? Shouldn’t Twitter results be just as good as Facebook? To them, Twitter seems like an abandoned ghost town. No one responds to their Tweets and they’re definitely not seeing an increase in their website traffic because of Twitter. What’s going on? Should they give up on Twitter and focus just on Facebook?
First, the business needs to look to see if their target market is on Twitter. It’s safe to say that by now, just about everyone is on Facebook. However, it’s a little bit different with Twitter. Sure, Oprah is on Twitter and the social network is about to go public, but the audience still tends to be a little bit younger and more technologically advanced. Does that sound like your market?
Next, the business needs to look at their current strategy. Are they engaging with their followers on Twitter? Are they replying to other people and following other users? Yes, you have to be active and follow others, especially when you’re new on Twitter.
Facebook has a more advanced recommendation system to help pages grow. Twitter has a similar recommendation system, but it’s not as effective. The best way to get more followers on Twitter is to follow and interact with other users. Simple as that. Search for people who tweet about subjects related to your business and start there.
Now, if this business already has a bit of a following, is it doing more than just pushing content? Is it just promoting itself? Would you want to go to a party and become friends with a guy walking around with a megaphone and talking about himself? The business needs to talk about what festivals are happening in its town, what things there are to do near the business, etc. It shouldn’t be afraid of re-tweeting other users too, if it thinks its followers will find that tweet interesting or informative.
Businesses also need to post on a regular basis. On Facebook, one or two quality posts a day can go a long way when it comes to building a following. On Twitter, one or two tweets would get lost in the noise. It’s safe to post on Twitter once an hour or more if you have something entertaining or exciting to share. Just don't post multiple tweets all at the same time.
Bonus tip: Businesses shouldn’t link their Facebook feed to their Twitter account. It’s an easy way to keep your Twitter account updated, but it’s also an easy way to make sure your marketing is never successful on Twitter. Twitter users take that cross posting to mean that you don’t really care about them, whether it’s true or not.
If businesses try these five things, they’ll see much better results from Twitter.
Of course, we’re here to help your business find social media marketing success. Call us at 504-779-5188, send us an email or find us on Twitter. We would be glad to help you take your digital marketing to the next level.