The key to interaction with consumers is the same as good conversation – you need to be both interested and interesting to engage with people.
Be authentic, genuine and real. In other words, be yourself. Part of this would be to dump the default Twitter avatar, also known as the egg-head, and use a photo of yourself or a suitable image. Take this a step further by enhancing the background with a brand-appropriate image, not always just a logo.
Now, much in the same way as you appreciate original thinking in others, try to provide your own take on issues facing your industry or business. Share images – of products or processes, of conferences or travel or any interesting finds in your business.
I recently watched a short, time-lapse video of a hotel room being renovated in the Marriott Hotel in New York. It was fascinating, yet if someone had suggested that I should watch a room being renovated, the old chestnut of “watching paint dry” would spring to mind.
Link to articles and content posted elsewhere with a brief summary of why you find the content valuable.
Use keywords on your profile and a fun fact to earn trust, add personality and enable your profile to be found.
Publish your Twitter ID on marketing collateral, including business cards, e-mail signatures, websites and even packaging, so consumers can learn more about you.
A really great way to understand someone, or a business prospect, before you meet them is to scan their tweets, profile and contacts. Often one will find a common thread or opinion to relate to and raise in conversation at your first meeting.
Listening in to interesting conversations is a great way to pass the time. Possibly even more effective, however, is if you can track these conversations and use them to your advantage. So, follow experts, leaders and competitors in your field so that you are aware of their interests and concerns.
Try to spread your tweets throughout the day rather than posting them all in the morning and thinking “well that does it”. People check in all the time and often after office hours and on weekends. I have only been able to follow the South African athletes in the London Olympics because I was following a fanatic who started tweeting about an event about an hour before it actually happened.
And a last note from a brand I deeply respect, the Red Cross, on acceptance of Twitter in its organisation:
“We have found support for our use of Twitter increase over time. As Twitter has gone more mainstream, the support for our efforts has increased. The Red Cross strives to be transparent about what we do, and Twitter is a great way to reach the public where they already are.”
I believe that no other medium gets you inside a business or brand quite like Twitter.