Twitter is an omnipresent source of instantaneous communication where millennial influencers have digital klout among their followers. Horrible tweets, however, are disseminated from brand Twitter handles targeting millennials. What happened to comprehensive marketing strategies, @[BrandUsername]?
Brands from every corner of the ubiquitous Twitterverse tweet meaningless, uninteresting and perfunctory content.
To combat the mess I continually notice, here are five suggestions a professional should remember when managing a brand Twitter handle.
1. Always use hashtags
Hi, my name is @JasonSyptak …
“Hi, @JasonSyptak,” the support group responds in a monotone voice.
… and I’m a social media addict who is speaks in hashtag … #confession.
Some millennials speak in hashtag. It’s quite funny among other social media influencers. When entities fail to use hashtags, it breaks my heart as the Twitter tool expands reach regardless of how many followers a brand already has. Whether a fashion brand uses “#fashion” or a news outlet uses “#breakingnews,” it’s important to use the tool that aggregates similar tweets, conversations and ideas: the hashtag.
Use atypical hashtags as well. A social media influencer who notices a brand using “#winning” or “#ftw / #forthewin” would instantly smile, maybe even laugh.
2. Brands are not humans
It’s weird when brands tweet in first person … unless it’s outlined in their Twitter bio.
Powerhouse fashion brands such as DKNY and A|X have Twitter profiles highlighting a specific individual. Though it’s not my favorite strategic positioning, here’s a general rule of thumb: Use correct grammar.
If a brand is going to act like human being, act like an educated one by knowing when to capitalize or how to spell. DKNY PR girl: You’re communicating DKNY’s brand personality to your 38,000+ followers, plus to the vast Twitterverse. Let’s maintain a good balance of professionalism and personality. Sentence beginnings require a capital letter, even one word sentences. See?
3. @[BrandUsername]: Good morning, tweeps / tweethearts!
No. Absolutely no. This tweet has no point and provides me with no value. Why sure, it’s nice; it’s an open-ended question. But let’s be real. Even if I were to provide an answer, my answer would more than likely be invaluable as well.
@JasonSyptak: Good morning to you too, @[BrandUsername]. Have a nice day!
This is a nice – yet useless – digital conversation.
Where’s the substance? Do you really think this contributes to brand loyalty? Hate to break it to you, but tweeting, “Good morning,” every morning of the week doesn’t strategically position a brand as friendly. Don’t do this. It’s an annoying digital perfunctory courtesy that pollutes the Twitterverse.
These are just as bad: How are you doing today? How’s it going?
4. Facebook is to “like” as Twitter is to “follow”
@BrandUsername: “Like” this status if … Wait. “Liking” a status is for Facebook, right?
Facebook and Twitter are two different social media networks with two different languages. Although a Facebook “like” is analogous to a Twitter “RT,” both engagements are distinct to the network and can’t be used interchangeably. Though the content should be streamlined, I’m not a fan of Facebook and Twitter integrated updates.
5. Multiple messages, multiple tweets, multiple times in the day
Too many times I see multiple thoughts jammed into a 140-character tweet. It’s just too much. Break up multiple thoughts into multiple tweets, and spread those throughout the day by strategically choosing peak social media sharing times. Millennials favor swift sentences so get to the point. Where’s my value? I want it now!
Brands that blast 10 tweets in only five minutes are clueless. When scrolling through my timeline, I’m going to read the first one and blatantly skip over the remaining nine.
Spread tweets throughout the day instead. This creates multiple entry points into our constantly changing lives.
I usually check Twitter when drinking my morning coffee dose (8-10 a.m.), during lunch (12-2 p.m.), during dinner (6-8 p.m.) and right before going to bed (11 p.m. – 1 a.m.) Be mindful, however, that every millennial is different, checking Twitter at different times.
Jason M. Syptak (@jasonsyptak) is a senior marketing major at Texas A&M University (@TAMU). Upon graduating in May 2012, Jason aims to develop into an integrated marketing and communications professional by venturing to New York City. Jason is also a Zumba (@Zumba) instructor, runner, health freak and a model. To learn more about Jason visit http://tx.ag/jasonsyptak.