There’s no question, social media (primarily the “big three” networks: Twitter, Facebook and LinkedIn) is integral to a successful, comprehensive PR campaign. However, as corporations get more comfortable with social media, we’ve noticed that many of them still have a “Marsha, Marsha, Marsha…” approach to Twitter. To those organizations I say, “Newsflash: it’s not all about you.”
That may sound a bit harsh, but what I really mean is that social media, Twitter especially, should not be used as corporate air horn – only for broadcasting company news, white papers, case studies or executive accomplishments. Twitter is capable of much, much more. That is IF you take the time to step back, think about what interests your followers, engage with them and share relevant news and stories – even if they’re not about you.
I’m not recommending a complete kibosh on sharing corporate news and marketing content. I am however, endorsing restraint when it comes to tweeting corporate news. Take your average enterprise Twitter handle: with 3-6 original tweets per day, no more than half of those tweets should be self-promotional.
What else should you tweet if your not sharing news about your company?
Great question. Twitter is perhaps the fastest way to directly connect with potential customers and even members of the media – they’re all there, and if your talking about a subject that interests them, you just might open the door to your next sale or major feature story.
In order to do that, you must share your knowledge with the ‘Twitterverse.’ No corporate news or product launches this quarter? No problem. What’s going on in your industry? Do you see a major industry challenge on the horizon? Have you noticed an interesting trend in customer buying preferences? These are just a few of the things you can (and should) be blogging about.
Draft a quick blog (100-200 words) and tweet it out. If you’re interested in the topic, chances are, the people following you (including influencers) are interested in it as well. If you regularly share your knowledge, you will be repaid in spades on Twitter. You’ll gain a) Credibility as a thought-leader; b) Trust of customers who are used to being bombarded by marketing messages c) The interest of members of the media looking for expert sources.
Finally, a point on engagement. It’s simple really – do unto others as you would have them do unto you. That means, thanking someone for a retweet or for following, responding to tweets in which your brand is mentioned and asking questions.
When you learn that Twitter is “not all about you,” you’ll gain the social media respect you deserve.
- Marrissa (follow me on Twitter: @marrissam)