Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

3 Things Businesses Need to Know About their Twitter Strategy

By Louie Baur on Feb 22, 2013

 

Twitter is still the most used social network by businesses. This surprises some, but the latest statistics showed that 77% of businesses were on Twitter versus 74% on Facebook. It’s not a big difference, but it’s still at least a little surprising to many who view Facebook as the big social network and Twitter as the other guy in the field.

Twitter is easier. It requires less time. It’s more about communication than popularity and there are no algorithms that can make your efforts meaningless like they can on Twitter. I’m not suggesting that businesses should be on Twitter and not Facebook. On the contrary, if someone said they would only put their business on one, I would recommend Facebook for most. However, there are some major advantages to Twitter and businesses need to know about them to succeed.

You're not Justin Bieber

Just because the teen star is popular on Twitter doesn’t mean that you should emulate him with your business. He can post as often as he wants or as little as he wants. You can’t. You have to stay consistent.

He can leave Twitter alone for days at a time and come back to be even more popular than he was when he left. You can’t. You have to check it and contribute every day.

He gets so many direct messages and @ that he couldn’t possibly reply to everyone. You don’t, so reply to everyone.

Most importantly, he can post whatever he wants without ramifications. You can’t. You must be thoughtful, courteous, professional, useful, entertaining (sometimes), empathetic, and relevant. It sounds like a lot to fit into 140 characters but it can and should be done if you want to be successful on Twitter.

Stop feeding the feed

Twitter is a communication tool and we’ll cover that shortly. The exact opposite of being a communication tool is using it as a broadcasting tool. This is a bad thing. If you have various feeds plugging away at your account to keep it updated on a regular basis, stop. It’s not so bad to have a feed or two posting from exceptionally trusted sources on an infrequent basis to save a little time, but that should only account for 20% or less. This means if you’re Tweeting 10 times a day, you can afford to have one or two of those as automated RSS-fed Tweets.

For many, Twitter is nothing more than a glimpse into your feed. It’s a way for prospective customers to check you out and see if you’re active and communicating or if you’re one of those businesses that is simply posting stuff for the sake of having stuff posted. They can tell the difference and while many people may expect businesses to act this way, it’s an opportunity to show that you’re truly communicating to your followers through your Twitter account. You’re replying to them. You’re commenting on the posts of those you follow. You’re retweeting those you follow. You’re offering “hand written” advice or comments rather than feeding the feed with links.

Last but not least, there are two feeds that I never recommend using: your Facebook page and your blog. Your Facebook page has the ability to post to Twitter every time it gets a new status update. This is not a best practice. Assuming you’re not feeding anything to Facebook (you better not be!) and posting only content that you’ve vetted, there’s no reason why you can’t manually post it to your Twitter feed as well. Remember, the content that comes to your Twitter feed from Facebook links back to Facebook, not the original piece of content. This is an extra step. Those who think that they are going to get more Facebook fans by feeding their posts to Twitter don’t have an understanding about how social media really works. It doesn’t happen that way. As far as your blog, this should be the most important Tweets that you post. To do this, you want to manually craft them. Surely you’re not posting so much to your blog that you can’t spend the 20 seconds it takes to then post it manually to Twitter with appropriate hashtags and an engaging comment or question added to the post.

POSTING WITH ALL CAPS IS BAD

This may just be a pet peeve but I can’t imagine that Twitter users in general view this as a good thing. If you’re posting in all caps, please stop.

You must be logged in to comment

Login Create an account

Add your comments:

   

Louie Baur's Recent Posts

Related Posts

  • 3 Phone Training Strategies That Apply to Every Department at Your Dealership

    What do your BDC, sales department and service department all have in common? The phone. Though each department is very different, talking with prospective or current buyers on the phone is a crucial part of how they do business. As the dealer, do you think your employees’ phone skills are up to par? If your answer is yes, the chances are you aren’t looking at the data. Dealerships are actually losing more than $400,000, just because of poor phone skills alone! There are things that you as the dealer or manager can do to promote uniformity on the phone, and ultimately achieve top-notch customer service. By having a once a week meeting with your teams, you can set out to address these three items that will increase credibility, customer service and revenue into your dealership. 1. Product knowledge- The only way your employees will get a prospective buyer into the dealership is if they sell them on the car the customer is interested in over the phone. Whether it’s questions abou...Read post

  • Your "SEO Guy" Is Laughing The Whole Way To The Bank

    An in-depth look at whether SEO is alive or dead and what you need to know RIGHT NOW to save your website and your bottom line.Read post

  • The Pursuit of Mediocrity is YOUR Best Friend

    The car business is loaded with lions and gazelles. Some are ferocious, competitive beasts who want nothing but the best and they're willing to do what it takes to acquire it. Others accept what they're given and they're happy to still be alive and thriving after the economic hardship came and went.Read post

  • Stand Out by Reminding Customers to Fall Back

    We always talk about how to build loyalty among your existing customers. This week’s idea goes a long way in helping you achieve this goal. You probably haven’t realized it yet, but the Daylight Saving time change is just around the corner, Sunday, November 2nd. You may remember my recommendation this spring and even last year to market the time change to your customers. Well, this is a reminder to do it again. Sending a time change reminder to your customers is a great way to stay top-of-mind and create brand awareness without having to send them hard-hitting deals. Think about it. Your customers appreciate when you send them vehicle incentives or service offers, but sometimes they want to hear from you without your latest deal front and center in your communication. A helpful reminder to fall back is one communication that will help you STAND OUT among your competitors and show customers you’re thinking of them. Some of our clients choose to offer service discounts with their...Read post

  • Incoming! Why Every Phone Call Should Be Treated as Mission Critical

    When was the last time you tried calling into your own--or another--dealership? Chances are high that the phone went unanswered, you were put on hold, routed into voicemail or were told that the sales or service person you're trying to reach is out to lunch.   The latest data collected from our call center agents is overwhelming: car dealers are missing way too many sales and service opportunities from lost phone leads. Behind showroom ups, these are the highest value inquiries with high close rates and fast turnaround times.    Here are the facts:   Only one in six incoming calls to dealerships is handled properly; that is, the customer connects with a person who can help them with their inquiry   Seventy percent of inbound calls to the service department are directed into voicemail or result in customer hang-ups due to long hold times   Don't blame the receptionist. Many receptionists become jacks-of-all-trades in dealerships; in addition to answering phones they are ex...Read post

  • Recap of the Best Tweets from DSES 2014

    In case you missed the great dealer education opportunity that happened in Las Vegas this week, ActivEngage has put together a Twitter Recap of some of the best key takeaway tweeted messages from the DrivingSales Executive Summit!  Check out them out, learn something, and apply them to your dealership’s processes NOW!   Employee retention is cheaper than employee acquisition. You’re spending more in training new employees every month than keeping them happy with simple surprises. #DSES @skeetle — Subi Ghosh (@subi101) October 13, 2014   Your mobile sites affects your reputation. 57% of users won't recommend a business with a poorly designed mobile site.#dses — Jeff Kershner (@dealerrefresh) October 13, 2014   Make sure shoppers can find your website while searching on their mobile phone. Sometimes mobile is the ONLY way they will find you. "If you aren't relevant to your consumers phone, you aren't relevant to them"#dses2014 — BreAnna Fisher (@FisherBre) O...Read post

  • Your Dealership's Website: How to Get the Most Out of It

    I heard a story about a prospect who came into a dealership and was asking about the television ad they had seen. It was a GM “Sign and Drive” campaign with no money out of pocket. After investigating the situation a bit more, the salesperson determined that the campaign was for their competitor in another part of town. When the salesperson went to the competitor’s website, the offer was nowhere to be found and the dealer wasn’t even highlighting any special! It was an interesting look at how dealers (and even vendors) view their websites – as a place to showcase their inventory, rather than the most important ad for their business. Read post

    By Cobalt on October 15, 2014

  • Congratulations to Robert Karbaum for Winning his Second #DSES Best Idea Contest

    Lightning never strikes in the same place twice... unless your name is Robert Karbaum and you're at the Bellagio in October. For the second time, Karbaum walked away with the award for the best idea at Driving Sales Executive Summit. His idea, the YouTube Postal Service, is not only brilliant. It's easy, effective, and falls under the category of the ideas I hear that make me ask, "Why didn't I think of that?" Congratulations, Robert! In case anyone didn't get to see it, check out the idea here: ...Read post