Twitter has been around since 2006 but still there are some businesses that seem to being missing the point of the platform. This results in many businesses regarding Twitter as a big waste of time. A quick look at their accounts give clues on why it’s not working for them. If you are doing any of the below, stop and see the difference it makes.
1. Using Validation Services
I appreciate that businesses don’t want to be followed by porn spambots but expecting the average user to jump through that extra hoop to follow your account is both arrogant and redundant. If Stephen Fry, President Obama and Gary Vaynerchuk have an open follow policy then so should you.
2. Batch Tweeting
I get it, you’re busy, trust me we all know how that feels. Kudos for finding the time to get on Twitter when so many others don’t, but a frenzied ten minute blast of tweets is annoying for everyone who follows you. There are plenty of tools to help you manage the time your tweets are sent. I use a combination of Buffer and Hootsuite, they are simple to set up and have a free account option.
3. Sending Autoresponders
Autoresponders on Twitter take the form of a direct message sent once your account is followed. It usually contains a call to action, buy my stuff, sign up to my list, find me on Facebook etc. There are plenty of fans of the autoresponder so I guess it must work for them but as the first interaction in a relationship it’s a tad clinical. If someone is interesting and provides good content which drives you to their website, aren’t you more likely to sign up for their newsletter at that point?
4. Being Overly Promotional
When following a business you expect to see tweets about their products but there needs to be a balance. Many businesses still regard Twitter as an promotional channel, tweeting about their latest offers and products. Twitter is meant to be somewhere you can have a dialogue not be bombarding with adverts. Find something that your audience is interested in that you can contribute to in a relevant way. The supermarket chain Sainsburys tweets about the TV show The Great British Bake Off. They include the programme’s hashtag and don’t use it as an opportunity to advertise flour and caster sugar.
5. Not Responding To Mentions
Businesses that work hard to find content to share on Twitter but don’t respond to people mentioning their brand in a tweet baffle me. If you are investing time and effort on Twitter the objective is to get people to notice you and talk to you. It doesn’t matter whether the mention is negative or positive, if it looks like it comes from a genuine person acknowledge and answer them. You never know this person could become your biggest advocate.