A recent piece in Adweek talked about how Twitter is a marathon for brands; it requires a long-term strategy with consistent focus. The opening of the piece distills its main point in brand examples:
“In fairness, many brands haven’t cracked the Twitter code yet, but much of the reason lies in their off-the-cuff strategies for it. Led astray by a successful Oreo tweet in 2013, they try to use the platform to spontaneously insert themselves into the cultural moment.
Wendy’s is a little different. It creates its own cultural moments. #NuggsForCarter would never have happened without its long and careful attention to the platform. Aside from running one of the more fluent brand feeds you’ll find, it offered up the first March Madness bracket on the platform and uses it as the launch point for a lot of its marketing. Success on Twitter, it turns out, is intentional rather than accidental, and the result of strategy rather than luck.”
We couldn’t agree more with this. It can take months or years to find the right audience and message fit on social media (the article talks about Twitter, but the same goes for Instagram, Facebook, Snapchat, wherever you participate). You have to prepare to be there for a while. It takes effort and intentionality, but the rewards are tremendous – you can build up a large, relevant and engaged audience by delivering the right kinds of content at the right time.
Of course, this doesn’t mean every brand needs to have the exact same strategy to find success on Twitter. If your company is attempting to build a strong community on Twitter, you’ll need to work on nurturing those followers and being as active and engaged a community member as you want to your fans to be.
Some brands use Twitter more for customer service. Those accounts will have a completely different strategy and approach than one that’s working to serve a brand narrative like Wendy’s. A Twitter account dedicated to support can still be part of that narrative, but the main focus will always be fixing problems as quickly as possible. A higher-level content strategy isn’t as important to a channel like that.
The point is that a successful social media strategy takes time. It’s okay for the strategy to shift as your goals change or it becomes clear you were focused on the wrong things. You just have to keep working toward improvement and progress.
Otherwise you’ll just run off course.
(And let us know, as always, if you’d like some help measuring your progress.)