If you're a twitter user, you'll have noticed more and more brands jumping on to the band wagon lately, to varying degrees of success. To spare a few blushes, I've put together a few tips (twips?) to help out any brands who are joining twitter but aren't quite sure how to interact. 

Credit: Via Flickr Creative Commons user anomalous4As a regular Twitter user, but more importantly an advocate of brands using social media sites to reach consumers, I've been watching the Twittersphere with great interest lately. More and more brands are taking up the gauntlet and jumping on Twitter - and they're doing it in a variety of ways. Some are just listening, finding out what users are saying about their brands and ruminating on the consequences; some are snapping up their brand names and making sure the twitter-squatters (squitters?!) don't get them; and some are being really brave and actively taking part in the conversation.

But what are the 'rules' for brands on Twitter - what boundaries should you work within?

Do the same rules apply to personal tweeting as to tweeting on behalf of a brand?

Here are some of the rules I use when advising clients about their Twitter strategies.

Don't be a lecturer - join the debating society

This tip is summed up quite nicely by a quote from my (very) old friend Epictetus: "We have two ears and one mouth so that we can listen twice as much as we speak." Nobody likes the guy at the party who spends the entire evening talking about himself - you've got to listen to others as well. It's called a *social* media for a reason - make sure you spend as much time taking part in conversations as you do talking, if not more.

Be a sheep, don't just wait to be followed!

Many a marketing professional will probably brush twitter aside in the coming year, as a result of a failed twitter 'experiment' or test. Most of these will be as a result of not following people. Setting up an account is only the start of the battle - you've got to follow people to take part in the conversation (see the previous tip). There's no point taking part in a car boot sale if you're going to park your car in a different field to everyone else... Twitter is one of the few channels where there's no shame in having a similar following:follower ratio. If it works for Stephen Fry (currently following 54,000 people), it can work for you...

Don't be afraid to get personal

The rules for successful brand tweeting are no different to other forms of corporate blog - using it as a channel for stuffy business speak and pseudo-PR isn't going to impress anybody. You've got to communicate in the same 'language' as other users, or you've got no hope of them interacting with you. Fine, tell consumers about your new product launch or big event, but don't shy away from talking about the little things too - tell them how your day is going!

Reply to questions, and jump in to conversations

When you talk to big brands like Zappos and WholeFoods on Twitter, they reply to you - that should be a given for a brand on Twitter. But don't stop there - get involved in other twitter 'traditions' too. Give some of your followers some love on #followfriday. Suggest your ideas for #creditcrunchtv when that hashtag starts trending. Especially if a topic comes up that's relevant to your product or brand. One of my favourite examples of this is the guys at charity "Dogs Trust" - always getting involved in fun conversations and debates, and often starting them too.

Don't be afraid to have multiple accounts if it's relevant

Lots of the big brands who are doing well on Twitter have multiple accounts for different areas. Last time I checked on Dell, they had almost a dozen - one for their outlet store, one for their UK store... even one for 'Alienware', whatever that is. ASOS have loads too - as well as two or three corporate accounts, loads of their employees are encouraged to Twitter, and it's really working well for them. If you're worried about lumbering one person with all the tweeting you're doing, don't be - twitter clients like CoTweet are especially designed for updating multiple accounts, and even let users who share the same account mark items for their colleagues to follow up on.

"Help me Obi-Wan Kenobi, you're my only hope"

Some of the best examples of good brand-consumer interaction on Twitter happen when a brand asks a question. Whether it be asking for input in to a new product idea, or even just a tech-support query (when I used the TamarUK account to ask for suggestions on Twitter clients I got a brilliant response) - consumers love to feel like they are helping to shape their favourite brands. Many a great brand advocate has been created by just the smallest interaction with a brand, and Twitter is the perfect way to do this!

I'm sure I've only touched the tip (twip?) of the proverbial iceberg here, and there are loads of great people and resources on the web who can help you to hone your tweeting strategy. But these few tips should at least act as a good starting point, so hopefully you might find them helpful while you're finding your feet.

Henry Elliss

Published 20 May, 2009 by Henry Elliss

Henry Elliss is a senior strategist at Good Relations and contributor at Econsultancy. You can follow him on Twitter or via his own parenting blog.

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Comments (9)

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Err Twittersphere, not Twittosphere ;)

about 9 years ago


Maureen Robson

Also an in-depth guide worth reading here.

about 9 years ago


Sebastien Larre

Thanks for the article. Just some points to complement it:

You missed one type of approach that quite a few brands tend to have on Twitter: Pushing for their own content.

Many brands indeed tend to use Twitter as some kind of publisher of RSS feed rather than an opportunity to engage with their audience. To succeed on Twitter, as well as on all other social media platforms, brands need to interact with their audience. While taking part in the discussion around their brand, they need to enhance it by providing relevant and useful content that address their audience needs.

Obviously, this means that to be fully successful and exploit the potential of Twitter, a need for regular "human" montoring and input is necessary. Brand that only utilise an automated feed won't succeed in the longer term. 

about 9 years ago


sandy guerriere

Wonderful tips for brands starting out on Twitter. Thank you!  Sandy

about 9 years ago

James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Interesting post Henry and some good common sense stuff.

I think the bandwagon was inevitable but you are right that too many people will jump right in without any planning. Twitter and social media in general is no different to any other customer communication channel - if your presence is ill-conceived and me-centric, you'll just turn people off.

Twitter can be a great engagement tool for brands, I have reached the point of ignoring anyone who tells me otherwise. Just look at @Zappos & @Dell in the US and the likes of @dogstrust, @team_woolies, @Topshop_Tweets, @wiggled & @Accessories_UK in the UK....not to mention ASOS (damn, I did).

I'm not convinced about the following rule though - it should not be about numbers but relevance and quality. I don't want to follow everyone who follows me, some of them do not post content that is relevant to me. I know you are not advocating following for the sake of it but I think it has become a bit of a competition - look I've got 1,000 followers! So what. My 100 followers might well add more value to me.

Thanks for the post though, it keeps the debate flowing.

Follow me on Twitter @einbusiness_JG   (see what I did there:)

about 9 years ago

Robert Mobberley

Robert Mobberley, CEO at Peformance Motorcare Products Ltd

Great summary of the key points of Twitter for those who have just or are about to, dip their "twoes" in.

My advice would also to be plan your time on twitter - it could become addictive. Use something like TweetDeck to manage your tweeting and use a set amount of time to review, respond and post and then progress with the rest of the days tasks.

You won't then find yourself asking - where has the day gone.

about 9 years ago


Stuart Crowder, Internet Marketing Consultant / Social Media Expert at n/a

A very good explanation of twitter and its plethora of uses! A lot of clients ask ‘what is twitter?’ and how to use it and to give a good explanation can sometimes confuse them even more!

 The ‘Be a sheep, don’t just wait to be followed!’ is such a good point because you know these marketers who give up haven’t tried hard enough, social media is hard work but the rewards are endless!


about 9 years ago

Guy Stephens

Guy Stephens, Social Customer Care Consultant at IBM Interactive Experience/GBS/Mobile

Lots of great pointers in your post for brands wishing to embark on their twitter journey. If I could add some of my own insights (@guyatcarphone) from using twitter to engage with customers from a customer service perspective.

If you're not sure how to start, do a keyword search on your company name and see what customers are saying and respond to them. If they're not saying anything, do a generic search on the type of products or service you provide and try responding to the tweets about those.

Don't be put off by thinking that tweeting will set-off a tidal wave of complaints which you wont be able to handle. It wont. Don't transfer the blame for your service onto the technology. Bad service is bad service. I've found that the number of complaints that actually need to be escalated is a very small proportion of the overall tweets coming through.

The more you use it the more you will understand how it can be used for you and your customers. I've found that although the platform is the same for all of us, the way we all use it differs. 

about 9 years ago


christian Davies

Excellent article - we use similar methods for - http://www.jobs4creatives.co.uk

almost 9 years ago

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