Getting it Right on Twitter: 10 Dos and Don'ts for building a Strong B2B Social Media Strategy
While many B2C brands seem to have hit the social media strategy jackpot, social media can still be a scary place for many B2B marketers. To stop the greys from sprouting, we’ve outlined a top 10 checklist of Twitter dos and don’ts to help build a strong B2B Twitter social media strategy.
Social Media Strategy Tip #1: DON’T jump on every hashtag trend out there.
Only use a hashtag if it is relevant to the content being shared, otherwise this can be seen as click baiting. Using #LOL and #YOLO is trendy, but it won’t add any value to our content and may compromise our brand credibility if this isn’t the language of our community or the personality of our brand.
Social Media Strategy Tip #2: DON’T ignore people.
Ignoring inbound tweets and direct messages damages our social media strategy by potentially paving the way for a competitor to swoop in and steal a lead or engaged community member. Respond to inbound tweets with a polite and friendly response, even if a client loves to complain on Twitter every day without fail. Take a deep breath, take a sip of coffee, and get cracking!
Social Media Strategy Tip #3: DON’T send robotic tweets.
It can be easy to churn out posts for the sake of impressions, but automated messages and tweets will not receive much engagement, if any. We can optimise our social media strategy by including calls to action, interesting imagery, the correct use of hashtags, and a short comment on the content.
Social Media Strategy Tip #4: DON’T constantly product push.
We need to create value for our audiences by becoming a thought leader in our industry, and this means posting content about topics that aren’t directly linked to our company. Once we’ve built sturdy foundations and created the value, customers will then listen to what we have to say about our product.
Social Media Strategy Tip #5: DON’T be an egg.
All elements of our profile must represent our brand identity. We need to ensure that our profile picture, font colours, header image, and bio are all branded and consistent with our website theme. Otherwise there is no way to tell whether the account is our business’s official page or not, jeopardising our potential following.
Ok, so those are the “what not to dos..” here are some of the things you should definitely do, and do as much as you can…
Social Media Strategy Tip #6: DO social listen.
Keep a close eye on what’s developing on Twitter with a social media monitoring tool such as that provided by Meltwater. We can use social media monitoring tools to support our social media strategy by listening to trending topics, brand advocates or influencers in our industries.
Social Media Strategy Tip #7: DO engage.
Be social on social media. Engage with followers by retweeting, replying or sharing their content and start a conversation. Our followers are more likely to interact with us if we have shown an interest in their content first. Showing a genuine interest in people and making effort will help our social media strategy go a long way.
Social Media Strategy Tip #8: DO monitor performance using social media monitoring tools.
Use social media monitoring tools such as Meltwater to see which posts are doing well and tap into why some are doing better than others. We can look at metrics such as media exposure and sentiment. This data can be benchmarked to show how our performance on Twitter has changed over time.
Social Media Strategy Tip #9: DO be consistent.
We must make sure we post content regularly and schedule tweets using social media engagement platforms such as Meltwater. Playing catch up by sending out 5 tweets in one hour will only spam our audience’s timelines, having the adverse effect on engagement levels and our social media strategy.
Social Media Strategy Tip #10: DO gather information sources.
In order to improve our social media strategy, we must put together go-to-guide for blogs and news sources. This will save a significant amount of time when it comes to finding content for tweets.
For tips on how to improve our social media strategy using Facebook, check out our social media monitoring blog post.