t’s no secret that Twitter is a powerful tool for online marketers.
In fact, a quarter of U.S. marketers run videos on Twitter. The social media platform can help you open a dialogue with your audience, update your customers on the latest company news, provide customer service and more.
Your business probably already has a Twitter account, but are you using it to its fullest potential?
Your Twitter feed should be a picture-perfect representation of your company’s desired image.
Here are five rookie Twitter mistakes and ways to avoid them:
1. You use inconsistent hashtags (#). Hashtags can be tricky for even the most seasoned Twitter pros. What should you be hashtagging? How many hashtags should you use? Should you be jumping on every fun hashtag bandwagon?
Perhaps the most common Twitter mistake is not using hashtags at all. Hashtags are the easiest way to reach a wider audience. Any Twitter user can search a hashtag to find related tweets (or Twitter updates), which means more impressions and engagement for your content.
However, don’t get too excited and start #hashtagging #every #word. Too many can look messy and may be a turn-off for potential followers. Every single tweet does not require a hashtag, but make sure to include one, two or three when relevant.
Instead of joining every trend, find a hashtag that pertains to your business and stick with it. You can even create a business-specific hashtag for your business that you can check to see what people are saying about your brand.
Make sure you use your business-specific hashtag consistently. Misspelling the hashtag, or switching it up too often, will be confusing for your audience.
2. You don’t post regularly.
At the very least you should be tweeting once per day. If you go too long without posting, your audience may lose interest and unfollow. Fifteen percent of Twitter users unfollow a business within 3 weeks if they feel the brand doesn’t make a strong effort to engage.
If you’re worried about keeping up with a consistent posting schedule, tools like Hootsuite and Twuffer allow you to schedule tweets in advance. Make time to draft, proofread and schedule your tweets for the upcoming week so you won’t have to worry about tweeting every single day!
Not sure when to tweet? You can experiment with tweeting at different times during the day to find what time garners the most engagement with your audience. Monitor your Twitter analytics closely to get a better idea of what works for your brand.
3. You talk about yourself too much.
Think of Twitter as an ongoing party with all of your followers as friends. You wouldn’t walk into a real-world party and start shouting about how great you are.
It’s great to feel enthusiastic about your company, but if your feed is 100 percent promotional content your followers will soon become bored. Instead, try the golden 80/20 rule: eighty percent of your feed should be content that is relevant and/or “infotainment” (important information that entertains as well) to your readers. The other 20 percent can be about your company specifically.
4. You use Twitter like Facebook (or Instagram, LinkedIn, others).
All social media platforms were not created equally. Twitter and Facebook are two completely different animals and need to be treated as such. For example: Facebook posts are allowed 5,000 characters. Twitter gets 280. If you’ve written a lovely 1,000-character Facebook post, it’s not going to show up well on Twitter, leaving your feed looking messy and unprofessional.
At first glance, linking Facebook posts to your Twitter feed seems like an easy way to generate content. Cross-posting is a quick shortcut that allows you to have content on both platforms and makes social media management, well, manageable. However, savvy PR pros know taking the shortcut because it’s easy doesn’t mean it’s the best route.
It may be tempting to cross-post your Facebook posts to Twitter (or vice versa), but doing so demonstrates a lack of understanding of the inner workings of social media.