Twitter is about to celebrate its 10th birthday. This social media giant began humbly enough when its co-founder and CEO, Jack Dorsey, sent the first public tweet: “just setting up my twtter.” That first tweet spawned one billion tweets within three years. By 2009, Twitter was becoming a relevant news source and broke news on events like the U.S. Airways plane crash in the Hudson River before the mainstream media did. In 2010, Twitter launched its Promoted Tweets, Promoted Trends and Promoted Accounts to further build its reputation as a medium for businesses to brand themselves and reach their core audience.
Today, small and big brands leverage Twitter as an integrated part of their marketing plan. Despite having dedicated social media staff and support to focus just on Twitter, they all had to start from scratch to nail their messaging. Here’s a look at five tips and tricks from the brains behind the greatest brands.
Create a multi-channel tone
Creating an omnipresent tone across social media channels from Twitter to YouTube is crucial to marketing campaign success. Your audience should connect to the same branding, storytelling and personality whether the audience is watching a viral video or reading a quick tweet. Captain Morgan, for example, executes an irreverent joking personality with tweets, gifs and videos. Some of the company’s tweets include the messaging, “When life gives you Captain, Go #FullCaptain” with a picture of a guy wearing a Captain Morgan outfit at a bar.
Master the response campaign
Creating a phenomenal social media campaign takes more than just innovation and humor. It also takes an integrated approach to responding to comments. Old Spice made waves in 2010 when the company won a Grand Prix at Cannes for its advertising and social media campaigns starring Isaiah Mustafa. Old Spice started delivering personal video replies to tweets and Facebook comments on YouTube. The move brilliantly tied together multiple social media platforms while retaining a consistent brand message.
Integrate customer service
Customers want consistent, multi-channel support whether they’re calling your office, launching online chat or sending tweets to your account. Dedicate a Twitter handle to address customer service or work to integrate multiple purposes into one account. American Airlines uses one handle to provide customer service and promote its brand at the same time without interrupting the cohesiveness of the brand.
Humanize your brand
It’s far too easy for brands to tweet out impersonal promotions and news items without much thought to how they’re connecting with the customer. Zappos is renowned for its superb customer service that wins loyal fans. The retailer takes that same personalized approach on Twitter. Instead of simply relying on its company handle to tweet out funny quotes, promotions and help, the company’s CEO Tony Hsieh brings personality to the brand and helps humanize it. The rest of Zappos’ employees are encouraged to tweet honestly and “keep it real.”
Respond in real-time
Voice mail and emails are designed for prompt customer response, but not instantaneous communication. Meanwhile, brands can leverage Twitter to respond to customer issues, current events and pop culture bytes in real time. Oreo took real time response to a new level during the Super Bowl blackout when it tweeted an image of an Oreo against a dark backdrop that read, “You Can Still Dunk in the Dark.” The volume of shares, retweets and coverage Oreo got ranked in the millions and put them on the map as a brand to follow on Twitter.