While there are a number of do’s and don’ts when it comes to using Twitter, there are two areas that require particular attention, says Nicole Duhoski, manager of client services at media relations software services and solutions company Cision.
The first is monitoring your brand through Twitter. “You need to track all possible keywords related to your organization and brand,” she says. “And don’t forget to do the same for your competitors.”
How you interact and respond to Twitter followers is also vital, says Duhoski. “Be sure to respond to all questions, compliments, feedback and complaints,” she says. “And don’t be a afraid to respond quickly and say ‘I don’t know,’ but be sure to follow up.” Responding to and resolving complaints in 140 words or less can turn detractors into advocates in a hurry, says Duhoski.
The following are general best practices Duhoski has gleaned through experiences with clients:
• Make customers/constituents aware of your Twitter presence.
• Identify yourself as a representative of your brand.
• Discuss and interact, rather than just pushing content. Tweet about your own content as part of a larger mix of compelling content and conversation.
• Suggestions are fine, but don’t sell.
• Avoid syndication tools that push content to Twitter in robotic-looking ways. Don’t set up auto-direct messages (DMs) for new followers.
• Communicate with other brand Twitter representatives to provide consistent messaging.