One of the most interesting aspects of digital marketing currently is watching and advising companies developing strategies for how Twitter can support their business. I did a roundup in Feb 2009 on different approaches businesses are taking in their Twitter strategy.
So, I was pleased to receive a review copy of the Twitter book by @timoreilly who is best known for first defining the Web 2.0 concept and has over 600,000 followers (not bad for a business bod) and @SarahM who is a Twitter specialist who describes herself in her bio as the 21st user of Twitter.
This post gives a brief review of the book and highlights, what for me, were the 10 most useful practical tips for companies developing their Twitter business strategy. Since I like to be useful, I'll also summarise some of the tools I found useful in the book which I wasn't aware of.
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In Chapter 6, 25 business tips for Twitter are explained by the author. Here are the top 10 which resonated with me and my take on them.
1. Listen first. Don't jump straight in without a strategy - understand conversations in your marketplace about your brand, competing brands and customer concerns. If there aren't conversations may be a Facebook strategy or blogging strategy may be more appropriate.
2. Integrate with other channels. For service resolve issues promptly via Email or phone. For sales offer coupons to redeem in-store if relevant.
3. Figure out who does the twittering. Don't outsource this to a PR company - keep it genuine.
4. Reveal the person behind the company. Be human - give a face to the brand. Or faces... tips are given on managing multiple staff Twitterers.
5. Be conversational. Make your Tweets two-way - ask questions, reply to others through @messages.
6. RT Your customers.
7. Post mostly NOT about your company. The best and probably most tricky advice.
8. Link creatively to your sites. i.e. link in a lively way.
9. Report problems...and resolutions. Makes sense.
10. Offer solid customer support. There are some great examples of responsive support @comcastcares in the US and @carphonewarehouse in the UK.
Accessible Twitter-style, one-per-page guidelines with screengrab examples to help develop both personal and business strategies.
There are many compilations of these, but these mostly reputation management tools from the book were new for me, so checked them out and this is what I found:
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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