- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
7 Ways You Can Improve Your Twitter Engagement
Posted on May 15th 2014
Do you actually engage on Twitter?
Even though Social Media Examiner's 2013 Social Media Marketing Industry Report states that 88% of marketers want to find out how to best engage with their audience on social media, are they?
Marketers say that one of their top goals for using Twitter is to improve engagement, but surveys still show that increasing brand/product awareness is trumping improving engagement as goals. Brand/product awareness tends to come in the form of broadcasting or promotion. In fact, eConsultancy recently noted that 25% of top brands still use Twitter for broadcasting rather than engagement. What happens when brands do this is they lose credibility and trust by prospects who might want to do business with them. After all, people want to do business with people who genuinely understand them and want to help them. Therefore, aren't brands just sabotaging themselves considering another top goal for using Twitter is lead generation?
What can you do to improve your engagement on Twitter?
1. Understand the difference between engagement and broadcasting. Engagement is a conversation that is always a two-way street. It is not telling someone about your latest product you want them to try. Sometimes we forget that we are communicating with an actual person, not their profile. Remember social media interaction is human-to-human.
2. Shift your Twitter plan so you (1) listen (2) engage (3) help and then (4) broadcast and promote, in this order. This is my position which I discuss often.
3. Monitor your followers and mentions regularly and respond timely to comments. Especially in the case of customer service questions and comments, ensure your response time is within four hours.
4. Make social listening a very high priority. Understand your audience and realize that your Twitter audience is different from your audience on other social media networks.
5. Create content that is relevant, thought-provoking and what your audience wants to see. You are not going to hit it out of the park every time with your content. Develop a content strategy, create and curate your content, distribute your content, test it through Google Analytics and other means, and refine where necessary.
6. Initiate engagement through asking questions, commenting on your audience's posts and content, etc. Get to know your audience and ensure the conversation is not only about business. Find out their likes and dislikes and communicate with them in a genuine, organic way. I can't tell you the number of people I have met through conversations related to dogs, restaurants, sports, philanthropy and other subjects. Engage and develop a relationship with them.
7. Implement and use social measurement tools to refine your engagement activities. And place a greater value on your engagement and reach statistics than likes and follows. This list of social measurement tools will help you get started. Some of my favorites include Tweriod, SumAll, Swayy, BuzzSumo and Newsle.
Social media is no longer about likes and followers, it's about engagement.
What are you doing today to help your engagement tomorrow? Let me know in the comments.