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The great thing about writing ‘Social Media’ articles is that they never get old. The reason they never get old is due to the ever changing industry that is Social Media and the warp speed at which it moves. Addressing the topic of Twitter used to be a fairly rudimentary task. However, with thanks to the need for evolution and change, these articles and updates will continue to inform, educate and advise you on the wacky world of Twitter.

The Social Media industry demands that not only are the major players, (Twitter, Facebook, LinkedIn, Pinterest etc.) up to speed and delivering optimal user needs, but that they are constantly offering more. Easier tools and methods to improve the overall user’s experience are tantamount to securing the popularity of these platforms. We don't ask for much do we!

Twitter is no exception and has found itself at the epicentre of attack when it comes to this evolution process. Many wonder has Twitter evolved enough?

 

Let’s start with the basics for those unfamiliar. Twitter was founded on March 21st 2006 by Jack Dorsey. As of 2012 it has a recorded user base of over 500 million users*. Not bad.

 

Lucidity has nearly 2,000 followers. We work hard to engage with our audience and always love to get their feedback on all kinds of topics.

 

So how does all of this benefit you? Many less web-savvy users will point out that Twitter is merely a microblogging tool that allows you say something in the confines of 140 characters. Well yes, when you strip it down to its bare core, that is what it does. But today we want to tell you why it is a whole lot more than that.

Many people unfamiliar with the functions of Twitter ask me simply, what is the big deal? Why should I use it and other questions to that effect? The first word that always comes into my mind the minute they are finished, or sometimes before they have even finished is, exposure!

1. Exposure

All you need to do is look at some of the personalities, brands, companies, teams, etc. that use Twitter.

 

As of July 2012 the top Three brands on Twitter are as follows:

 

• 3 - Samsung (2,016,000 followers)
• 2 - Starbucks (2,625,000 followers)
• 1 - Whole Foods (2,732,000 followers)

The top three sporting teams on Twitter are as follows:

 

• 3 - LA Lakers (2,673,8610 followers)
• 2 - Real Madrid (5,378,682 followers)
• 1 - Barcelona FC (6,408,594 followers)**

This evidence alone should conclude the section but we will continue. Twitter offers any entity the opportunity to communicate with its audience. Whether you are a small company or a global leader there is a place for you on Twitter. Providing you know how to engage that audience there is a place for you on Twitter. What we mean by that is communication. Far too often companies/ brands use Twitter as a broadcasting tool. This will not only gain you no traction on Twitter but it will ensure you are not followed and may damage your brand entirely. The key to a successful Twitter account for a business is simple, or at least it should be. You are the expert in your field and people want your service, otherwise you wouldn't be in business. The requirement is that you engage them. The brands/ teams mentioned above have the luxury that they are who they are; they will gain followers for ever more. You and I have to work that bit harder. But as stated, it is your industry; it is what you excel in so it should be easy.

2. Source your audience

This can be done a number of ways and done properly will get the ball rolling on your Twitter account. Although initially Twitter will make recommendations for you through your hobbies and interests, they will usually direct you to high profile accounts. These are worth following for news and gossip but when sourcing your desired audience, a far more tactical approach needs to be employed. The Twitter search bar is the place to begin. Here you can enter a person/ company or brand name or if you know their Twitter name that too can be entered. The results will come up and then it is a case of following. For companies we suggest piggybacking your competitors in these early stages – follow their followers and hopefully they will follow you back. That way you are guaranteed to get the audience that is right for your industry.

 

3. Manage your reputation

Social Media is not only used as a means to market your brand and connect with valued customers, it is the perfect tool for brand management. Twitter is a medium that grants you access to customers and potential customers but remember it is a two way system. Twitter provides these customers a means to contact, liaise and sometimes scrutinise your brand/ company. This is why Twitter is the perfect brand manager. Whether you use the official Twitter platform or Tweetdeck, you can search to see what people are talking about in relation to your brand if they are. Like a search engine, you can run a simple search to see what results arise from your query. There is also the option to search using hashtags (#) and mention (@) symbols for an even more accurate result. In this manner, you can gain scope on what is being said about you and if it is positive or negative. If a negative incident were to arise, when handled in the correct manner, Twitter can be the perfect tool to extinguish the problem. Vodafone did a good job of extinguishing the fire that raged after we brought to their attention the ‘Vodafone Twitter Scandal’ back in April. You can read here about that embarrassing incident and see how Social Media played its part in that ugly story.

  

 

Above is a screen grab of how we monitor things at Lucidity Digital. At all time we have columns set up for:

• Lucidity Digital tweets
• Lucidity Digital mentions
• Lucidity Digital used anywhere

From here we can see what we are saying, what people are saying to us, and what people are saying about us. This is a simple yet effective method of managing any Twitter discussion about your brand/ company.

 

4. Run an online campaign

 
Twitter is alive and well and this is seen through the multiples of campaigns we come across on a daily basis. We logged on to www.trendsmap.com moments ago and as usual, there was a Twitter giveaway in progress. The guys at, Movies at, are offering two VIP tickets to see the new Bourne instalment. A simple task of hashtagging #tweetvipseats place people in the running for the tickets. The result? Nationwide exposure across Twitter at no advertising cost. 

 

  

 

Only last week, Pepsi launched a hugely successful campaign that allowed fans of Nicki Minaj to see their tweets appear live, in New York City’s famed Times Square. All fans had to do was hashtag #NickiMinajConcert and their tweet was considered. The campaign created a huge buzz and at  relatively little expense.

 

So, now you can see how important Twitter can be to your brand or company. When a Twitter profile is executed in the right manner, and maintained regularly with informative output, there is no limit to where your Twitter name can get you.

 

*http://www.go-gulf.com/blog/social-networking-user

**http://www.businessinsider.com/the-top-20-brands-on-twitter-ranked-by-influence-with-customers-2012-7?op=1

 

If you need an assistance starting out with this fun Social network or have any current difficulties, drop us a tweet or leave a comment below, we love to chat about this stuff.