20 Mar 2017

Whether we like it or not, we’re living in a 140 character limit world. From the President of the United States to your favorite band, it seems like just about everyone is using Twitter to help spread their message to the public. Even the late King of Rock and Roll, Elvis Presley, has his own verified Twitter account. It seems like a far cry from a few years ago when people were still skeptical about the future of Twitter. Now days with 319 million monthly active users, more and more people are using Twitter as a way to keep up with the news of the day than ever before.

For brands, Twitter still offers a tremendous opportunity to drive the conversation with the enthusiastic members of your community and create positive news for your organization. The most recent example of this was when Denny’s created a tweet that’s now famously known as the “zoom-in” tweet.

If you haven’t heard, Denny’s was one of the first brands to use the “zoom in on the nose” fad – a technique that used extremely fine print and lead users around the image to a final destination. The Denny’s tweet was their most retweeted tweet of all time with more than 121,000 retweets (and still counting) and one of the most retweeted brand tweets in Twitter’s history. It even got them a congratulatory letter from Twitter!

There have been plenty of other examples where brands were able to strike when the iron was hot and put their organization at the top of the day’s news cycle. The Oreos/Super Bowl tweet from 2013 was another terrific example of this.

For my money, Twitter is the most important social media platform for your business to participate in. In addition to the importance of creating positive news for your brand as the Denny’s and Oreos examples show, these are two other big reasons why Twitter is my personal favorite:

  1. The ability to connect with influencers – It doesn’t matter what industry you’re in, someone important to your business is tweeting. Whether it’s a trade journalist, industry analyst or valued employee, they are sharing information with an audience and can wield influence with their opinion. As opposed to the other social media platforms, Twitter offers you the ability to connect with these influencers by following them, retweeting their content or even tagging their account. If these important influencers didn’t know about your company before, they certainly will be aware after you show up in their “Notifications” tab.
  2. The daily challenge of creating new content to help connect with your audience – One important thing to keep in mind with the Denny’s and Oreos tweet is that these brands are out there each and every day having a conversation with their audience and tweeting new content to resonate with their audience. If they only tweeted once in a blue moon, there’s a strong possibility these viral tweets would not have been as successful. Twitter is all about the moment. The conversation is happening 24/7 and if you’re not participating in the conversation or only showing up to promote yourself, your company can be easily passed over.

There are plenty of other ways you can use Twitter as a critical tool in the success of your business. That’s the beauty of the platform – there’s no single correct formula! It’s all about finding your sweet spot.  What have you found to be most successful? I would love to hear from you in the comments section.

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