Tailoring your company’s message to each social media platform is difficult. Each platform has its own personality, and getting the right strategy for each one is important when connecting with your customers and potential customers.
Starting an account is just the first step. Then, your marketing team should decide what voice your social media platforms should use. This depends on the personality of each platform as well as the personality of your buyer persona. But after you’ve decided the voice of your tweets, simply tweeting isn’t enough. Social monitoring is necessary to engage with customers and discuss their concerns or celebrate when your company has done something right.
Over the past few years, a few companies have gained notoriety on Twitter for their humorous and engaging Twitter posts. Here are some great examples of Twitter marketing we’ve seen recently:
According to an essay by Amy Brown, Wendy’s social media specialist, she started her job in 2012 and replied to Wendy’s customers with customary responses. It wasn’t until 2017 when user @NHride had this exchange with the company’s Twitter that everything changed:
The exchange went viral and Wendy’s has been serving up sassy tweets ever since.
Kentucky Fried Chicken
This October, people noticed that KFC only followed 11 people: six men named Herb and the five Spice Girls. Since KFC’s secret fried chicken recipe includes 11 herbs and spices, this marketing stunt made the Internet go wild.
MoonPie’s twitter is great because you never know what it’s going to tweet about next. Of course, everything is MoonPie-related, but with a quirky twist. Their unconventional tweets have resulted in 49,900 followers.
DiGiorno mastered the art of Twitter marketing by tweeting almost solely about pizza. Its voice is what really makes the tweets, though. DiGiorno is very obviously trying to sell you pizza but in a tongue-in-cheek way. Consider the time in 2013, when it tweeted pizza-related lyrics along with Sound of Music live. After the show was over, it had gained 4,000 followers and 44 million social impressions for the week.
Social Listening is Important
Considering all of the brands discussed here are large companies that sell food, they all have similar approaches. Their approach on Twitter might not work for your brand personality, and that’s OK. One lesson you can take away from these brands is their approach to social listening. Not only do they tweet funny, relatable messages that attract their buyer persona, but they also interact with their followers. Your brand can do this by replying, retweeting, and liking your followers’ tweets about the brand. By responding to tweets, your brandscan fix and build relationships with customers.
Brands can also see what people are saying about them—the good, bad, and ugly. In this case, they can engage an unhappy customer in conversation and figure out what they can do to fix a problem. This can also be used as a tool to thank loyal customers who are tweeting positive things about the brand. As a study from Nielsen reported, 70% of consumers trust online peer recommendations, so word-of-mouth over Twitter can mean great things for your brand.
Targeted Followers are Extremely Valuable
As much as it’s nice to have a large base of followers, they’re only as good as your targeted followers. Targeted followers are people who are interested in your brand and your products/services and have the potential to become a client.
As we discussed with social listening, interacting with people who are tweeting about or at you is valuable. Those people are a part of your targeted followers, because they’re interacting with your brand. Build a community of targeted followers by:
- Engaging in hashtags related to your company
- Mentioning other users related to your business
- Interacting with people who follow your competitors
- Following people who you’ve identified as targeted followers
If you’ve noticed, “buying followers” is not on this list. Buying followers is a waste of money, because these followers are most likely bots and will not advocate for (or buy from) your brand.
There are many things to think about when building a Twitter strategy, but most importantly, your brand needs to continually post and share great content. If you aren’t posting great content, no one will want to engage with you.
What are your favorite Twitter brands or strategies? Share in the comments below!
Ashley Smith, Associate Editor & Content Strategist
As Lexicon’s content strategist, Ashley creates content for clients that educates customers and potential customers on a number of topics related to the client’s business. When she’s not at Lexicon, she’s either trying out new happy hours around the metro or cooking new recipes at home.