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Four Requirements for a Successful Twitter Strategy

Twitter Strategy by Mark Sprague

Strategy Consulting

How do you define what people think is valuable? There are basically four types of behavior that generate value in a loyal community.

These are:

  1. Being viewed as a source of quality information by posting links to high-quality content throughout the Internet (i.e. to blogs, how to, white papers and research).
  2. Rebroadcasting Tweets that have links to high-quality content (i.e. industry related content, breaking news).
  3. Posting valuable information about yourself and your company (i.e. primers, promotions, coupons, discounts, contest and product information).
  4. Replying to direct questions, answering user questions, and customer complaints.

Twitter strategy consulting by Mark Sprague

The first two items – providing access to content – are about being a member of the community. This is an exercise in building trust and giving. If you are not willing to engage in these two activities it will be very hard to generate excitement about your company. If all you are doing is cranking out press releases, and links to your latest blog posting, it will be hard to generate buzz around your products or company.

The last two items are about developing good will for your company.

Don’t expect instant results from your Twitter initiative. You should expect your strategy to go through these four phases:

  1. Develop a following.
  2. Listen and learn about the community.
  3. Develop content, provide access to content and become an expert source.
  4. Engage with your community.

Twitter Strategy Requirements strategy by Mark Sprague

Tip: If you want your follower to retweet your message then make sure your text has a “call to action” such as; please take a look… anyone know?… please help!… and what do you think? Links to blogs, links to list and links to free stuff tend to get retweeted more often.

Building your Community

Call now for free social media consultationBuilding your community is all about getting people to follow you, and getting them to rebroadcast your messages. You will never control your customers; you can only interact with them by listening, and providing something of value they can’t get anywhere else. These can be:

  • Exclusive offers and discounts.
  • A first peek at new products.
  • Access to interesting content.
  • Instant access to customer service solutions.

You will have to engage – people are not going to come to you. You need to be prepared to ask people questions and inquire about their interest. The more helpful you are, the more followers you will get.

You should start by joining and participating in selected communities that provide additional options for participating in and generating new discussions – good examples:

  • Follow your partners, VARs and suppliers on Twitter.
  • Follow your competition on Twitter.
  • Have employees follow each other on Twitter. This increases your reach.
  • Join the Twitter fan page on Facebook.

In general, the more interconnections you have with other social networks the better – for two reasons. First, you develop a wider platform for generating and disseminating your message. Second, you create more linking opportunities, which improves your Page Rank, and that increases your ranking in Google search results. Options you will want to consider:

  • Parse Facebook status updates to Twitter.
  • Parse LinkedIn status updates to Twitter.
  • Parse Plaxo status updates to Twitter.
  • Enable sharing from the company Blog to Twitter.

Find Out More

To find out more Social Media and SEO please contact me at: Mark@MSprague.com or call me now at 781-862-3126

Boston-based Lexington eBusiness Consulting at MSprague.com

Lexington eBusiness Consulting

About Lexington eBusiness Consulting

Mark Sprague’s 25 years of product development experience which includes expertise in Search Engines, Information Products, SEO platforms and Social Networking applications provide in-depth expertise to help you refine products and services, and improve your web sites performance by:

  • Developing a superior data-driven SEO strategy for your website.
  • Understanding your customers’ search behavior and normalizing it to your content strategy.
  • Understanding how search engine technology practically impacts SEO and content strategies.
  • Understanding how search technology impacts content in a social networking environment.
  • Developing a superior user experience based on sound information architecture, usability and coding standards.

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Lexington eBusiness Consulting

Lexington eBusiness Consulting
Mark Sprague,  CEO
580 Lowell Street
Lexington, MA 02420

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