Generally speaking, most businesses should try to have a social media presence on all the main platforms, Twitter included. But what benefits does your organisation get from setting up a Twitter account?
With a personal account, a big part of the appeal is keeping up to date with all the latest news and trends, along with celebrity gossip. Perhaps the main advantages of a business account are connecting with your customers and increasing your brand awareness.
If you’ve not set up a business account yet, and are unsure whether it’s worth the effort, we’ve explored the top three benefits of embracing Twitter within your company below:
One of the best things about Twitter, and just about any social media channel, is that it allows your business to increase its brand awareness. While some organisations can convey their personality on their website, for others, social platforms allow them to be more human. Your audience can get to know the personality of your business, and connect better with it. This should in turn lead to greater customer loyalty and brand advocacy.
You can get more immediate interactions with your followers through Twitter, starting conversations and receiving feedback. Just make sure that everything you post aligns with your brand voice and tone. You don’t have to exclusively discuss topics in your industry, but it’s good practice to focus on issues that are important to your brand. That way, anyone who reads your posts is likely to have similar interests and views to those of your business.
A byproduct of building your brand is improving your overall visibility. By engaging with your audience, through things like responding to mentions and replies, you’ll increase your chances of showing up in the feed of people who don’t follow you.
A good tactic to become even more visible on Twitter is to use a combination of organic and paid strategies. Creating engaging content will only get you so far, so many businesses promote this content, helping it gain momentum.
Another part of brand building is creating a space where your followers feel part of a community. According to a survey conducted by Sprout Social, 64% of consumers want brands to connect with them, while 36% of participants expect brands to build a community that they can belong to.
As mentioned above, you can bring people together by discussing a common cause or interest. So try to start or join relevant conversations and engage with your community.
Unless you ask them directly (and even then, you might not get a lot of feedback) it can be difficult to know what your customers are thinking. But with Twitter, you can get instant access to consumer views and insights. Twitter has been referred to as a focus group, because it essentially allows you to see into the mindset of your audience.
This means that when your business launches a new product or service, or even if you’re just trying to improve the things you currently have on offer, it’s easy to gain insights from consumers. Twitter captures the current zeitgeist. So you can be confident that if lots of people on Twitter are looking to solve a problem your product addresses, it will be well received.
And if you don’t know where to start, try the Twitter Explore page. This will give you current lists of topics and hashtags that are both relevant to your interests and popular in your area. The Explore page can therefore help you discover what sorts of things are trending and important to your audience.
There can be something a little bit intimidating about reaching out to a business via a contact form on their website. Communicating via social media, on the other hand, feels much more relaxed. Twitter can therefore be a great way for your audience to contact you and ask any questions they may have. This may include asking for help or advice, or perhaps provide feedback on specific products or services.
Some bigger brands, such as Netflix, even have dedicated Twitter accounts where they resolve any issues people are experiencing. In the case of Netflix, which has the Twitter handle @Netflixhelps, customers can report problems, such as the app not loading, and experts will get back to them with a solution.
The account is also used to collect customer feedback on how to improve Netflix’s service and user experience. This feedback is passed along to their research team, who will do their best to make any necessary changes.
Twitter undoubtedly comes with a number of advantages. And setting up an account is incredibly straightforward! First, you’ll need to choose a photo and header image that accurately reflect your brand. Generally, the former would be your logo, while the latter should be a revolving billboard, showing what’s new.
The next step is to choose your display and account name. Your account name can be a maximum of 15 characters long, while your display name can be up to 50 characters. Due to the limitations of the account name, it’s common practice to have your business name as your display name.