Twitter Power 3.0 is Joel Comm & Dave Taylor’s 3rd and latest comprehensive evaluation of the social media platform and how to get the best from it. Here at Big Ideas Machine we’ve extracted the 10 hottest tips from the book – and what it means for your Twitter strategy.
1. Halve the headache of managing multiple account notifications
Organisations running multiple accounts know the importance of engaging with different audiences through direct, specialist channels of discussions. Yet one thing that isn’t discussed are the issues behind creating multiple accounts. At its most basic, to create multiple Twitter accounts you will need to sign up with multiple email addresses – which can quickly become a headache.
There is a way to double the number of accounts linked to a single email thanks to Twitter’s inability to recognise domains that can be shortened. For example, if you use Gmail, you can sign up one account under the email address JohnDoe@GoogleMail.com, and a second with the shortened version JohnDoe@Gmail.com.
This allows all notifications and Twitter updates to be centralised to one email address; incredibly useful if your social media activity is run by a single individual as it effectively halves the number of logins you need to track.
So you’ve created your company account and perhaps combined it with a second one specifically dedicated to customer services. But where does your own, personal account fit within your business ecosystem? Should it be aligned to mirror the beliefs and activities of your organisation’s account, or should it instead live separately as a means of venting your frustration on your favourite sports team having lost a game, or the endless traffic on the way back from the office?
According to Joel and Dave, the answer is that your own account should fall somewhere in between these two extremes. Taking a personal branding is fine – your favourite sports team is a part of who you are – but completely alienating yourself from your business will diminish your personal brand through a lack of association.
On the other hand, tweeting and retweeting identical contact from your company’s account is ineffective in promoting you – the person behind the company – so you need to inject your personality in order to get the right balance.
3. No followers? No problem – it’s really about relevance not numbers
Are you an agency with a KPI to build as many followers as possible? Or are you the client who thinks having more followers will yield to greater revenue?
We experience this situation on a regular basis; clients expect a certain number of followers by a given date as a mark of success. But Twitter Power 3.0 teaches us that having fewer, relevant followers can a more effective strategy for building up a dedicated, interactive community that will be interested in what you have to say.
Here at Big Ideas Machine we focus on obtaining organic follow growth for our clients Twitter accounts by initially identifying a pool of users that would most likely be receptive to what our clients is offering. Hundreds of followers soon becomes thousands as those who follow are recommended to similar users, thus encouraging organic growth.
4. Jump on the conversation – it’s not spamming!
Conversations are always taking place on Twitter. Whether it’s through top trends, events or simply between sets of followers. Rather than simply reading other people’s discussions on topics in your field of expertise, interactive with them with an opinion, or through sharing data unique to you. Say what you feel about a particular topic without being overly controversial and DON’T sell your product or service as you’ll be blocked for being a nuisance. Here you’re proving you are an expert in your field by adding value to a discussion.
5. You’re human, so prove it
You might control the content coming from the company’s Twitter account, but behind the keyboard is a person. It’s you, or an employee of yours. Humanise yourself by varying your tweets in a number of ways. This includes being a communicator by taking part in active discussions as well as being an ‘answerman’ by solving questions – even if they aren’t directed specifically at you. Act as a news source by sharing accurate industry news and give the odd kudos to users and organisations that may have helped you in one way or another. This type of variation will give you honest transparency to your Twitter community.
6. Easy win retweets
Retweets are easy. Retweets appeal to numerous people through a combination of media (rich or otherwise) CAPITALS and symbols (such as ➤), followed by a call to action. Combine these base-actions with ever-changing hashtags, including trending hashtags, to broaden your tweet reach beyond your existing follower base. You’ll be surprised at how far a tweet can go.
7. What’s an army without a base?
Twitter users are fickle. They’ll follow you if you are able to prove your worth in offering them greater value compared to similar accounts. Follow thousands of people but are followed by only hundreds? You’ll be deemed unworthy of a follow. The solution: Give followers freebies through competitions and giveaways in exchange for a follow and a retweet and witness your follower base grow. The key is to give followers value before receiving value in return (in the form of inbound website traffic, retweets etc.)
8. Twitter is a means to an end
The primary purpose of Twitter should be to drive users; whether that’s to an end-purchase or simply a blog post. Once you’ve built your community, humanised yourself and are regularly tweeting, you’re ready to think about the end user-action.
You’ll realise the end action may be imperfect; Perhaps you need to A/B test tweets with different banners, and content, to drive users to a blog post. Test the environment to find out what your target demographic reacts to, then physically map the actions your target user has to take to reach the end result.
Remember: You have the ability to drive potential customer behaviour through tweets – without the need for a hard-sell.
9. Use affiliate links with caution
We could dedicate an entire piece to affiliate marketing via Twitter, however we’ll condense our ideas with the help of Twitter Power 3.0.
Affiliate links are predictable – they are determined by you – and unlike the products promoted in AdSense units, you can recommend these yourself. Blog about video games? Create a series of tweets about the hottest new game, with a series of tweets about the quality of the game and its best features. Your final tweet would include the URL of your post in which you reviewed the game. Here, affiliate links can be added very easily by signing up as an Amazon Associate; giving you the power to choose the product you wanted to promote. What you’ve done is built hype through twitter, linked tweets with relevancy and continuation before taking users to a review page of the game and it’s almighty high score; with the end user-action being a game purchase using the banner on your site.
Be warned: keep it relevant, keep it varied and be genuine about what you’re writing about.
10. Track your results, test your strategies and take Twitter seriously!
Successful Twitter campaigns aren’t driven by luck, they’re driven by data. Track your results with A/B testing to assess what works best for what you wish to achieve. At Big Ideas Machine we’ve discovered that implementing tweets with different pictures, wording, call to actions and lengths yields different amounts of retweets, favourites and replies. If driven by an internet marketing strategy vary the look of each ad, such as where it’s located on the page and what’s on offer and track those results in a set timeframe. Joel Comm, author of this book, did just that in order to understand what kind of ad formats generated the most click-throughs, in which locations, and with what sort of content. You’ll learn a lot by tracking and testing your strategies.