Twitter debuted 7 yrs ago today & has since championed incredible reporting on politics, uprisings, & what Kim Kardashian is wearing.
Has Twitter jumped the shark?
A lot of social media observers believe so – pointing to statistics that show while there are 500 million Twitter users (20 million are fake accounts), for the average Twitter participant – reaction to their tweets is anemic at best; nonexistent most of the time. Consider the following statistics from SocialMediadd:
Only about 0.05% of total Twitter population (20,000 elite users) attract almost 50% of the attention on the service. These elite users represent media, celebrities, and organizations.
Of the millions of tweets created every day, 71% produce no reaction (replies or retweets). Of all tweets that do get a response, 85% only get a single reply.
In the small to mid-sized business marketing space, it has been observed that so many companies are using Twitter to broadcast and sell, that engagement of followers is routinely overlooked.
Opportunities for conversation are ignored in favor of finding a Twitter automation tool and loading it up with broadcast tweets to be posted at a scheduled day and time, with little or no time spent monitoring the Twitter feed for inquiries or instigating conversation.
The irony of all this is that no one participates in Twitter (or any other social media platform) to be ignored. We all want our tweets to be noticed. This provides us with an opportunity: Purposefully notice and react to the tweets of our customers and prospects.
In addition to scheduling tweets, you can use tools like HootSuite to create streams (additional feeds) that focus on a list (subset of your total followers) or multiple lists. Do you have a list for customers? Do you have a list for prospects? Do you have a list for referral partners? If not, here is an action plan:
- Step one is to create a Twitter list for each of these groups.
- Step two is to create a stream in HootSuite in order to monitor these groups. Then you can begin to look for opportunities to engage with tweets or retweet.
- Give your customers, prospects and referral partners a boost by retweeting their tweets. If possible add a short comment like “great observation” or “congratulations” or “enjoyed reading the post” or “good stuff”.
- Take some time on Fridays to give them a #FF (follow Friday). #FF is a Twitter tradition to highlight people you recommend others follow.
- Go out to their website and look for an interesting blog post, press release, or announcement. Create your own tweet with a link back to their content. Be sure to include their Twitter handle in the Tweet so that they know you’ve done this.
Remember: people don’t participate in social media to be ignored. Simply paying attention is a way for you to differentiate yourself from the competition.
Supporting and encouraging the Twitter activities of your referral partners, prospects and customers, generates lasting goodwill – and isn’t that worth the effort?