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

  • Is Facebook set to launch a Mobile Ad Network?

    If the rumors prove true, this would mean that the social networking company with over a billion users is going to leverage, as only they are able, their large collection of user data. Facebook users, by interacting on its platform, actually keep the company updated to some extent on changes regarding what they like and may purchase. That kind of insight is very appealing from a marketing perspective.Read post

  • Is a PPC Service Really Worth 20%? The Math Doesn't Add Up.

    I really don't know who I'm going to offend on this one. We've been researching so many vendors over the last couple of months that work with chat, lead-gen widgets, and website platforms themselves that we haven't taken the time to explore PPC vendors. Maybe that's why I was blindsided to find out that there are at least two vendors out there charging 20% and one that we found who is charging 25%. Is it me or is this insane? We'll put aside the 25% vendor for now. I'm hopeful that it's some sort of accounting mistake or something. Focusing on the 20% charge, it really bugs me that this may be more common than I ever knew. I've always hung around the organic side of search, so PPC hasn't been a focus. With that said, I've managed dozens of PPC campaigns over the years and I could never imagine charging anything other than a flat fee. To me (and again, I might be on the wrong side of this argument and would be very open to some education on this one), if a dealership is spending $10...Read post

  • Apple’s Recent Announcement Of CarPlay Means Big Changes For Drivers

    Apple’s recent announcement of CarPlay which will integrate the iPhone, Apple maps and Siri into the car dashboard, is a move meant to compete directly with Google’s Open Automotive Alliance (OAA), and Microsoft’s Sync platform. This means big changes are in store for how shoppers driving, commuting and traveling by car will find and learn about your business. The fast moving map space plus local-search is attractive areas for innovation for software developers. One of the more interesting innovators taking advantage of the mobile trend is YILLIO which takes maps and local search to the next step by offering a patented ‘route-based’ search. Launched in January, users using YILLIO are able to search for businesses, information and value along their entire route, may it be 10 miles ahead or 150 miles ahead. See our article: Don’t Just Go…… YiLLiO! What’s cool for your biz is it aims to give users the right information; at the right time, by looking at signals such as...Read post

  • If They Can't Find It, They Won't Buy It

    When most car shoppers arrive on your dealership’s website, the first place they are likely to go is straight to your inventory pages. However, after they get there, do they really have access to the most helpful navigation tools?   Let’s play a game of "What’s Wrong With This Picture." Below is a screenshot from a dealership’s website:                         I typed in a simple search for a feature I REALLY WANTED in my next truck - a 4x4 drivetrain. What was the first result? A 2014 Tacoma PreRunner with a 4x2 drivetrain. For a car shopper, this search bar isn’t being helpful to the online shopping experience, because it can’t properly filter for the correct feature. Also, the first search result has a stock image. Stock images are a turn off for car shoppers. They want to see the actual vehicle before they come into the showroom. Real photos make your inventory more enticing and interesting to look through, so you should be updating your s...Read post

  • Gorgeous Photos versus Real Photos on Social Media Ads

    Science rules in digital marketing. Social media is a place of vanity. Those of us who use social media often get to see flattering images of just about everything - people, places, food, cars, whatever. Have you ever seen a picture of a friend posted as their new profile picture and thought, "Wow, that's a good picture of them." One might believe that the same holds true for automotive ads. On websites, it has been widely accepted that real pictures of inventory work better than stock photos, but on social media we have access to the gorgeous pictures that are supplied by the OEMs. Will pretty advertising pictures outperform pictures of live inventory on ads that are sending traffic to the vehicle details pages and search results pages? We have done a ton of A/B testing over the past few months and we have pretty compelling data, but I want to get the opinion of the community here before posting those results. What do you think? Here are some of the criteria for a test we ran for ...Read post

  • Do Unto Others...

    There's making donations to the community. And then there's this. See what happens when a marketing and community relations strategy gets tied in with a video strategy.Read post

  • Presidents Club 2014: Most Valuable Insight Competition

    This grouping of ten-minute presentations is intended to give speakers an opportunity to reveal new data and research techniques or findings germane to the automotive industry. Kevin Root, President of Driving Sales explained that, “Research, it’s a word that’s tossed out a lot and it means a lot of different things to different people.”Read post

  • Further Changes to Twitter Interface Looking A Lot Like Facebook

    The new Twitter profile look features a header photo that spans the width of the page, appearing very similar to the Facebook cover photo. The new profile also has an in-set user photo above the bio summary, which is also similar to the design of Facebook profiles. Read post