Companies everywhere seem to have received the “We gotta be on Twitter!” memo and are swarming to the application to fire up a feed.
But does anyone care?
Since I’m a “heavy tweeter” and follow a lot of people, I seem to be on the radar of many of these corporate feeds.
The number of corporate followers I get seems to double each week. While the amount of time I have to vet each follower is growing smaller.
As result, I’ve developed a Twitter litmus test to help me decide which companies I should follow back.
Corporate marketers? Take note:
1. Is Your Company’s Twitter Profile Complete?
Your Twitter profile is your company’s online business card. Make it an effective one.
- Include a picture. It’s O.K. if that picture is your company’s logo. Just make sure it’s a version of the logo that looks good on multiple color backgrounds. I view my Twitter stream in Tweetdeck against a black background. If you use a gray logo with a transparent background as your avatar, I will literally never see your tweets going by.
- Tell us where you’re located. I make it a point to follow local companies. Leave off your locale and you could be missing the opportunity to transfer the Twitter conversation to a face-to-face forum.
- Write a keyword-rich, informative company description. Don’t waste this valuable (and searchable) real estate with dippy slogans like, “We work hard, but have fun too!” or obtuse mission statements like, “Creating authentic experiences for consumers.” I want to know, in a glance, what you do and if it’s relevant to my business.
- Include a URL. This doesn’t necessarily have to be a link to your corporate website. But it does have to be a link to a location that will provide me with more detailed information on what it is that your company does.
2. Does Your Twitter Profile Show Your Company Having Conversations with Actual People?
When I’m vetting a company, the Twitter profile page is an invaluable research tool.
- Do you have hundreds of followers, but follow none of your clients or customers back? (My first impression? You don’t seem like a very nice person to do business with.)
- Do you follow a ton of people, but have no followers in return? (My first impression? You probably post some pretty boring tweets.)
- Is your feed full of posts, but includes no @ replies? (My first impression? You like to talk…just not to us.)
- Is your feed full of @ replies, but no posts? (My first impression? You don’t have much to say, so you use gratuitous, “Me too!” and “LOL” comments to make your company appear “engaged.”)
- Is your feed full of retweets? (My first impression? You have nothing original to say, so you repeat others’ tweets so you can appear relevant in the space.)
3. Is There a Sense of Human Voice in Your Twitterfeed’s Content?
Nearly all the companies that I see jumping on the Twitter bandwagon are under the mistaken impression that it’s the world’s cheapest and fastest broadcast medium.
Couldn’t be further from the truth, my friends.
If I want to know all about your company’s news and hear how awesome you are, I will go look at your website. If I want to engage with you and learn more about why your business may be relevant to mine, I will go to Twitter.
You need to have something interesting to share with me when I arrive.
You wouldn’t just walk around a cocktail party distributing promotional flyers and call that effective networking. Treat your twitterfeed the same way.
Ask questions. Be helpful. Throw your two cents into conversations. And most importantly, give me a sense that there’s a person behind the Twitter curtain.
I don’t care if that person works in marketing, PR, or the C-suite. I just need to know that they are a human.
4. Does Your Company Use Twitter to “Sell” or to “Brand?”
What is your social media content strategy? If you don’t have one, don’t be surprised if you don’t see a big return on your Twitter investment.
Write your tweets so they sound like the sponsorship messages you hear on public radio, not the ads you hear on a Clear Channel station.
Go ahead and mention your company. Share with us what you do and how you feel about the work, (Feelings? In business communications? Why yes!) and ask people questions about their businesses in return.
Structure your content so that the process of sharing and “telling” your story also serves as the “selling” of your company.
5. Does Your Company Respond to Followers and Follow Backs in a Genuine Manner?
I met a really great business contact recently and had some lovely face-to-face discussions with him. Shortly thereafter, I looked him up on Twitter and started following his company (he manages their feed).
In response to my follow, I received an auto-generated direct message with a generic “thanks for the follow” and an offer for me to download “an exclusive whitepaper which could help me double my follower count overnight!”
Needless to say, this person is no longer one of my business contacts.
If I meet you, and you know my name, but you treat me like an anonymous cog when you reach out to me through social media channels, I will treat your business like an anonymous cog in return.
Treat your clients and customers like you’ve had a dirty one-night stand with them, and you’ll see a whole other side of Twitter’s power – a side that has the ability to break your company’s reputation just as easily as make it.