Are you using Twitter effectively in your business? Whilst Twitter is one of the most popular social media platforms, it may surprise you to learn that Twitter is most effectively used as an information sharing platform, as opposed to an engagement platform. In this post I am going to give you 10 tips on how to use Twitter for business.
We are always being told that we must engage on Social Media in order to build our audience and reputation, and that is mostly good advice, however in the case of Twitter, research by Dan Zarella from HubSpot, shows that the opposite is the case. In fact, the Twitter accounts with the most followers are shown to have the least engagement, instead using the platform to broadcast useful and unique information.
Twitter is primarily a broadcasting platform that happens to have a two-way conversation facility built into it. It is less about engagement, and more about sharing information. Tweets including links have been shown to get the most re-tweets, and accounts that have the most followers, generally do not use twitter to engage with other followers. It therefore follows that sharing interesting links is a more effective way of building followers on Twitter than re-tweeting.
Here are 10 tips on how to use Twitter for business that Dan shared in his Hubspot webinar ‘The Science of Twitter':
1. Fill Out Your Profile
This might seem obvious, but so many people fail to complete their profile. Fill out your profile completely, including an image and bio. Avoid using words like guru and author in your bio, but give people a reason to follow you. In other words, tell them “What’s in it for them?”
2. How Often Should You Tweet?
Twitter accounts with the most followers have been shown to tweet 22 times per day. Now that’s a lot of tweeting, but the take away message from here is that it is difficult to over-tweet, unlike on some other social media platforms, such as Facebook.
Having said that, spacing your tweets out to 1x per hour gets the best results in terms of getting clicks on your tweets.
3. How Long Should Our Tweets Be?
Tweets are of course limited to 140 characters, but within that limitation, longer tweets have been shown to get more attention and clicks than shorter tweets.
4. Where Should The Links Be Placed in The Tweet?
This heatmap shows that putting your links approximately 25% into the tweet is the most effective spot for them. But it’s worth experimenting with putting links in different spots, to see what works best for you and your audience.
5. Tweeting About Ourselves
Self-referenced tweets tend to get less re-tweets than non-self-referenced tweets. In other words, don’t talk about yourself all the time! Make it about your followers and share as much unique content and value as possible.
6. Tweeting Language
Our use of language can have a dramatic effect on how often our tweets get re-tweeted. Here is Dan’s list of the most re-tweetable words and the least re-tweetable ones. It goes without saying that the most re-tweetable words are ones that speak directly to our audience, that convey a message of giving value and include a call to action.
Try incorporating words, such as ‘you’, which makes the tweet about the reader, ‘free’, which implies giving value, and calls to action, such as ‘please re-tweet’, which will generate action (See 7. below).
Also, using different language to the norm, or taking a different and unique angle will generate more re-tweets than using the same language everyone else is using.
7. ‘Please Re-Tweet’ Gets 4x More Re-Tweets
Following on from our tweet language, including the words ‘Please Re-tweet’ will get 4 times more re-tweets than not including the call to action.
8. Use Of Words In Tweets
Use more verbs and adverbs, and fewer nouns.
9. Using #Hashtags
Dan’s research shows that using #hashtags has little effect on click through rates, but they don’t hurt either. They are however really effective to generate conversation strings during a webinar for example or generally tying a conversation together.
10. When To Tweet
This is likely to differ from person to person, depending on their individual audience, time zones and so on. But Dan’s research nevertheless reveals some interesting statistics. Overall, his research indicates that tweeting when there is less ‘noise’ is far more effective than tweeting when everyone else is also tweeting:
Try tweeting later in the day. Dan’s data shows that tweeting later in the day is likely to result in higher click through rates.
Also, try tweeting later in the week for your tweets to get more attention.
4.30pm Eastern Time has been shown to be the most re-tweetable time of day. And Fridays are the most re-tweetable day of the week.
I hope you have found these 10 tips on how to use twitter in business useful. I know I will be making some adjustments to my tweeting based on Dan’s finding.
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