I have been obsessed with Tesla Motors ever since I read an article about the electric car manufacturer in The Economist in 2011. I think I may even have a crush on Elon Musk, the grit and vision behind these sexy autos. As a rule, the company pushes the envelope, and has a true respect for technology. Musk proved his technological savvy yet again recently, with his clever use of Twitter to create buzz around the anticipated launch of a new product. Quartz.com even suggested Mr. Musk may have used the social network to drive up Tesla share prices. My hero.
Of all the social networks available these days, Twitter seems to be the most baffling to the small business owners I meet. “The Twitter” sends them cowering into the recesses of their offices convinced they will never be able to master it. According to the Pew Research Center’s Social Media Update 2014, over 19% of all 18+ American adults use Twitter and the rate of use keeps growing. It seems like it is time to lose those fears and embrace The Tweet.
Here are answers to some common questions I receive from the Twitter uninitiated:
1) Twitter is weird. How does it work?
Twitter was created as a quick way to have a conversation with a specific group of people – like a large group text. You create a handle, search out the people you know or respect, follow them, and then start talking. Conversations are made up of 140 character messages (including spaces) called tweets. You can talk directly to people by including their handle (i.e. @freshfigsmktg). People that follow you will see your tweet in their home feed and can interact with it by replying, favoriting or retweeting it. You can do the same for others.
2) There is no way I can say something in 140 characters or less.
Yes you can. The abbreviated nature of a tweet requires you to be succinct in your message, and there is nothing wrong with that tactic. When you would like to share a lot of information, write a blog post and tweet a link to it.
3) What would I talk about?
Like every other marketing tool you use, your approach to Twitter will depend upon your goals for your marketing strategy. Understanding who your target markets are and what they would like to hear from you will help you determine who to connect with and the kind of information to tweet. Part of your plan will also be to understand the personality behind your brand, guiding your “voice” on Twitter.
4) How often do I have to Tweet?
Talk to five marketing professionals and you will get five different views on this topic. The immediacy of Twitter can be daunting to business owners, as their day is already filled with running their organizations. Fortunately there are automation tools like Hootsuite and TweetDeck that allow you to schedule out tweets in advance. They also provide streamlined dashboards for easy monitoring and engagement. The key behind figuring out how often to tweet is understanding that you are having a conversation. No one likes someone who only talks about themselves! Getting the most out of Twitter means not only telling your story in a compelling way, but also sharing and commenting on the stories of others.
5) What’s up with the hashtags?
I am sure you have noticed hashtags displayed during your favorite TV shows or while you are attending events. A hashtag provides a way to categorize your tweets and to join in on the conversations of others. Search Twitter for hashtags that apply to your industry or target market and use them in your tweets that talk about your business. You can also create your own hashtags around your events or a blog post series.
Unlike Tesla, your Twitter presence may not affect your share prices, but it still can be a powerful communication tool between your brand and your target market. Don’t let your worries keep you from checking out its potential! We can help you determine if Twitter is right for your marketing mix, and teach you how to use it well. Send us an email, or give us a call at 317-910-6252.
