How to promote yourself or your brand on Twitter

A lot has changed on Twitter over the years when it comes to promotional best practices, but some things have stayed the same (spoiler alert: don’t be spammy).

What do you need to know in order to promote yourself or your brand on Twitter? We’re glad you asked.

Got more questions or something we missed? Find us on Twitter @UnionMetrics.

The golden rules

There are a few golden rules that almost all marketers will agree with, and those are: 1. Do not buy followers, and 2. Do not be spammy.

Buying followers is a bad move for several reasons. While it will initially inflate your follower numbers giving you some fleeting social capital, it will drop your engagement rate because bots don’t interact with content the way that real people do.

More importantly, it violates Twitter’s terms of service which is grounds for suspension or worse.

Decide what success will mean

First you’ll need a baseline for your performance on Twitter (this is true of any social platform you’re looking to improve your strategy for). Measure to see where you’re performing well and where you’re performing less well.

Which metrics matter? We have 5 KPIs we recommend starting with, but ultimately it depends on what your goals are.

Ask yourself several questions:

  1. What are your goals for Twitter? Building community, strengthening your existing community, increasing share of voice in your industry?
  2. Do these align with your larger goals for your company? How can your Twitter presence reinforce and contribute to accomplishing larger goals for your brand?
  3. What about specific marketing or other communication goals; how does your Twitter presence relate to those goals? How will it help accomplish them?
  4. How much of your strategy do you want to have outlined in stone and how much room do you want to leave for experimenting?

Decide which metrics you’ll concentrate on to meet those goals. And they may change over time as your brand, industry and audience evolve.

Do the work

There are no shortcuts to a successful social strategy on Twitter or anywhere else. Best practices only give you a place to start from because your particular audience can always be a little different, even from your industry standard.

You need to do the work to get to know your audience, then you need to do the work to maintain a good relationship with them through whatever kind of community building makes sense for your brand and your resources. Audiences will change over time as trends change too, inside and outside of your audience. That’s why it’s important to not only have a baseline to work from, but to continue to measure into the future.

To put it succinctly: Constantly run small experiments; your audience and your relationship with them will constantly be evolving.

Let us know if we can help. You can get started with a free snapshot report below.

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