Twitter is much like the crowded, but important street that every business has to navigate. There’s no way a business can avoid sauntering through it, while it’s tremendously crowded in there. How is a business to manage conversations, make small talk, engage, and connect with other Twitter users (most importantly customers?). You have to cut through the clutter and make your time and efforts on Twitter work for you.
Here are a few ways to do that:
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Set a time schedule and a Twitter publishing strategy
It might seem like another one of those mundane things to do for online marketing, but it’s well worth it in the end. Establish a fixed time and duration for publishing Tweets during the day. Depending on who your target audience is, the markets you do business in, and your own time zone preferences, dedicate this time for publishing Tweets and nothing else. The recommended lump of time per account for Twitter is one hour.
Once you do that, it’s time to plan out a Twitter publishing strategy (and it gets complicated here, so bear with us). First:
- Automate publishing of your regular blogs, LinkedIn updates, and Facebook Fan Page updates through tools such as dlvr.it or IFTT.
- The time you’ve scheduled per day for Twitter publishing manually is for making connections, responding to questions, maintaining small talk, having conversations, thanking others, etc. – you can’t automate this, can you? It shouldn’t take you more than 15 minutes to do this, per account.
- The rest of the time, let’s say 45 minutes, is for you to Retweet other interesting tweets (be generous here), publish more relevant information (from other sources), and do your regular Tweets (tips, opinions, and information related to your business).
This is a crucial, first step. For the last part of using 45 minutes for Tweet publishing, please see the point below.
Use tools and spread out your Tweets
Now, if you were to focus on publishing all your Tweets in a tight span of 45 minutes, you’d be considered spammy and would cause many of your “followers” to unfollow. Instead, use tools such as Hootsuite, the Buffer App, Bottle Nose, or Social Oomph to time your tweets. While you sit for a focused 45 minutes, you’d auto-schedule to have them published in intervals of a half-hour to one-hour. This way, your Tweets stretch into a full 24-hour activity, instead of a tight 45-minute blitzkrieg.
Hire help for Twitter
Twitter is just one social media channel. Social media management, however, is never complete without including the other biggies such as Youtube, LinkedIn, Facebook, Tumblr, Pinterest, and Four Square (depending on your business and your use of such channels). Think about it: if you had to spend at least an hour on each of the networks, you’d be spending a whopping 6-8 hours per day just doing social media. That’s ridiculous, isn’t it? That’s why it makes sense to outsource Twitter management (including other social media accounts) at some point while running your business.
Make sure you set expectations clearly with hired social media managers. For instance, make sure that they “ghost manage” your social media accounts (they operate invisible so that no one knows that it’s others who run your accounts). Also keep payments and other terms transparent.
It’s not easy to run your business and simultaneously work your Twitter account for maximum benefit. That’s why it helps when you do it the smart way.
How do you manage your Twitter account?