Even though only 8% of Americans use Twitter (hey 25 million is nothing to sneeze at), most of the time I see companies doing it wrong.A� They go onto Twitter, start promoting their own products, and wonder why they dona��t have as many followers as Justin Bieber.A� First off, youa��re never going to have as many followers as Justin Bieber, unless you also happen to be a Canadian YouTube sensation who goes through a signing war with Justin Timberlake and Usher (wow, I know way too much about Bieber).
Second, nobody wants to follow an advertisement for one company.A� Think about other advertising: how much would you want to get status updates every time Ford airs a TV commercial?A� Unfortunately, thata��s how most companies treat Twitter, as another way to advertise.A� Can Twitter be used for self-promotion? Absolutely.A� But no one is going to follow you if thata��s all you do.A� Make your Twitter feed full of useful information, become a thought-leader in your industry, and I guarantee that people will follow you and yes, even buy more from you.
With that in mind, herea��s the top 3 Twitter tips for corporate Twitter accounts:
1. A�Sound like a real person – Seems simple, but once the marketing or communications department has gotten a hold of normal language in most companies it ironically becomes unintelligible to the everyday person.A� Corporate speak might be okay, even required, for the website, but please keep it off Twitter. (see @JetBlue)
2.A�Respond to users — Positive or negative, if users are talking about you they need to know you are listening.A� If ita��s a positive comment you can mention the user and say thanks.A� If ita��s a negative comment, still mention the user, apologize that they didna��t receive the service/product they expected, and tell them youa��re going to make it right.A� Other users will see this response and respect you more for it.A� Either way, ita��s win-win. (see @ComcastCares)
3. Keep self-promotional Tweets to 1 in 5 — Really want to be a rock star? Make it 1 in 10.A� Again, Twitter users dona��t want to hear your ads all day long.A� They are likely following so many people that they are begging for something useful and interesting to pop out of all of the clutter.A� Dona��t become part of the noise; rise above it. (see @HRBlock)
Thata��s it.A� Customers want to know that you care about them, and totally ignoring their Tweets isna��t the best way to show that.A� Make the three above changes to your company Twitter account and youa��re going to be miles ahead of most corporate Twitter accounts.
What have you found to be most successful for corporate Twitter profiles?