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Twitter Provides Tips for Creating More Effective Tweet Content | Social Media Today

Don’t rely on the grandkids to buy your season ticket for you. #NESTPension https://t.co/4UoqCoCu1c pic.twitter.com/nRbuxoLIwS — NEST (@nestpensions) February 19, 2016

“Remember, these can be everyday, personal events like breakfast or lunch, as well as wider cultural events, like Valentine’s Day or Chinese New Year.”

This chia #breakfast bowl is the ultimate #MondayMotivation: https://t.co/bgkFntpRPS @ChalkboardMag @TheDelicious pic.twitter.com/IARshnHT91 — Pressed Juicery (@PressedJuicery) February 22, 2016

“Use videos, GIFs, photos, and emojis to attract people’s attention and slow down the speed of their Twitter feed. People are three times more likely to engage with Tweets that contain videos and photos.”

It’s #ThrowbackThursday…Tell us your fave retro sweets for a chance to #WIN a bottle of Sherbet Lemon Shower Cream pic.twitter.com/FervJQyLPw — Imperial Leather (@ImperialLeather) February 18, 2016

@pahuamiguel Hello Miguel. We are planning to release the Android app in Spring 2016. You can sign up here: https://t.co/E57uRKobdM — B&O PLAY (@beoplay) February 25, 2016

This may be our favourite review so far. Please be careful using RoomScan in small villages everywhere. pic.twitter.com/55F2cahNk5 — Locometric RoomScan (@Locometric) February 6, 2016

The idea of an algorithmic timeline for tweets has been in discussion for some time – the actual roll-out and had even been leaked by BuzzFeed the week before the official announcement. BuzzFeed’s report subsequently lead to the creation of a new hashtag – “RIPTwitter” – which was used by thousands of people to voice their displeasure at even the suggestion of such a change to how Twitter works.

That backlash may have actually lead to Twitter making the algorithm-defined timeline opt-in – a detail which was highlighted repeatedly throughout Twitter’s various announcements on the addition. But nevertheless, the option is here, and it is being used by some, so Twitter’s taken the opportunity, via their Small Business blog, to highlight the potential impact of the change, and what it may mean for businesses looking to maximize their engagement via tweets.

Okay, there’s more to it than that – Twitter’s actually provided seven tips to help brands up their engagement and ensure their tweets don’t get lost in the shuffle as users switch to their algorithm dictated feeds.

This, as always, is a relevant point – before you can use social to spread your message, you need to define what that message is and how you’re going to communicate it. In large part, this’ll be aligned to your brand mission, but it’ll also come down to your target audience and what resonates with them. And the best way to learn that is to become part of your target online communities, get yourself attuned to how they discuss topics, how they use hashtags, what issues are of relevance. And then, the next part is to test – try different approaches and see what generates the best response.

Of course, this is largely along the same lines as the first point, but Twitter suggests that brands should also employ a platform-specific approach to this process by utilizing their Twitter audience insights data to get a better understanding of who their followers are and what they’re interested in. Twitter demonstrates this with an example from British pension scheme Nest, which, through insights, was able to determine that football is a key passion among their target audience.

Twitter suggests that brands consider how they can utilize popular events and align them to their brand message – but importantly, Twitter also notes that those events don’t have to be global-scale trends:

In the first example, Pressed Juicery highlights breakfast ideas, with a very good looking photo (that would also resonate on Instagram, I suspect). While you may not consider breakfast an ‘event’, as such, it’s a relevant point – events are essentially anything that inspires a gathering, and if you can align your brand with that and highlight the relevance of your product/service in one image, that’s a great way to boost your message via tweet.

“To be heard in the noisy environment of social media, it’s crucial to have a clear voice that channels your business’s personality. For example, is your business inspiring, playful, or a serious authority? Use language and tone that conveys the key attributes of your business.”

“To be heard in the noisy environment of social media, it’s crucial to have a clear voice that channels your business’s personality. For example, is your business inspiring, playful, or a serious authority? Use language and tone that conveys the key attributes of your business.”

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About mark@jmgassociates.com

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