This is the first post in a series on how to suc­ceed on Twit­ter.

Before you cre­ate a Twit­ter account for your com­pa­ny, there’s some­thing you need to know: Twit­ter is give and take.

It’s okay to talk about your company

Peo­ple on Twit­ter expect that your com­pa­ny will tweet about your prod­ucts and ser­vices. It makes sense after all that a com­pa­ny would talk about what it does and what it sells. They assume Coke will talk about their drinks and that Old Spice will talk about their body wash.

If all your com­pa­ny does is talk about your prod­ucts or ser­vices, how­ev­er, your fol­low­ers will quick­ly ignore you. Twit­ter users want to know about new prod­ucts, spe­cial con­tests, and secret dis­counts, but they want more than that.

You need to talk about more than your company

Social media users want to share with their friends, and the things they will most like­ly share fall into 3 cat­e­gories:

  1. Things that edu­cate
  2. Things that evoke emo­tion
  3. Things that answer ques­tions

This is why it’s imper­a­tive that com­pa­nies put resources into brand­ing. Know­ing what your com­pa­ny is and what oth­ers think your com­pa­ny is helps you craft a con­sis­tent mes­sage. Plus it makes it eas­i­er to find a way to cre­ate and pub­lish con­tent that falls into one of the 3 cat­e­gories above.

You have to engage with your followers

You need to par­tic­i­pate in the con­ver­sa­tions. You need to answer ques­tions (even if they aren’t direct­ed to you). You need to help peo­ple find what they’re look­ing for (even if it doesn’t land you a sale). You need to respond to what peo­ple ask you.

If you can’t com­mit time and resources to engag­ing with peo­ple in any of the ways I’ve list­ed above, don’t both­er with Twit­ter. Don’t even set up an account.

You need to inter­act with oth­ers. There’s a rea­son it’s called social media.

About Kim Siever

I am a copy­writer and copy­ed­i­tor. I blog on writ­ing tips most­ly, but I some­times throw in my thoughts about run­ning a small busi­ness.

Fol­low me on Twit­ter at @hotpepper.

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