Written by:
Mihai Moscovici

 

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5 Crucial Elements to Consider When Developing a Corporate Twitter Strategy

Despite the fact Twitter is an easy tool, it is difficult to find the best way to use it for your company's own good. Before diving into the Twittosphere, a company needs to take into account several crucial elements: culture, statistics, public, tone and interaction. Each of these elements is an important foundation to develop a rock solid strategy.

Culture
Culture is a mixture that consists of the country's culture, the product culture and your corporate culture.
The Internet is full of advices and resources for using Twitter to address the North American and Western European countries, but it's a challenge to find your way in a different culture. Moreover, each Twitter community has it's own culture, unwritten rules and authority twitterers.
Needless to say your product will determine people's first reaction when they'll find you're following them on Twitter. More than likely they'll take a look on your website and then will decide whether to follow you back. thus be prepared to present your product in the best light. There is a big difference between selling fashion clothes or web services.
Your corporate culture will pop up in your tweets. Share your corporate values, reveale the atmosphere in the office, tell your followers about your current projects, ask for feedback on different products. Make your corporate culture clear to your followers.

Statistics
Twitter is growing tremendously lately. Millions new accounts opened every month and billions tweets shared daily. Twitter is a huge market, but is it also in your country or region? The truth is there are countries and locations with only a handfull of Twitter users. Despite the Twitter fever, there are a lot of places where people still don't know about Twitter. Use segmented statistics to find out users' trends, behavior patterns, gender, age and location.
A local store in a mountain village somewhere in Spain doesn't need a Twitter account, except there are at least 10-20 villagers on Twitter.

The Public
The public is the core of a Twitter strategy. Target the public that fits your product line. You can follow thousands, but your public will filter itself based on their impression about your company and product or service. In this case, quality is better than quantity.
The public is your treasure and you have to learn to be a value generator for your followers.

Tone
Twitter is a space of personal interaction, very simillar to a face-to-face conversation. Talk on Twitter as you would talk to a real audience: friendly, polite and open.
Once on Twitter there is no way to avoid uncomfortable questions and harsh critique. You'll need to learn to react fast, provide help and solve issues... all of this in 140 characters or less.

Interaction
Somebody was comparing Twitter to a chat. Indeed, Twitter is a platform for near real-time social interaction, thus you'll need to directly interact with your followers. However, sometimes it can get very difficult to quickly respond to your followers' inquires. Even a short answer on Twitter can imply legal issues, bureaucratic procedures, administration approvals, etc. Time is crucial and you need to be ready to face this kind of situations. Make your Twitter procedures work quick and to avoid delays. Your followers will appreciate your timely reaction.

P.S. No doubt there are more important elements to be considered when setting up a Twitter strategy. What elements did you consider when developing your Twitter strategy?

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Written by:
Mihai Moscovici

 

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