Incorporate Twitter Into Your Website
In order to optimize your brewery’s Twitter profile, start by integrating your Twitter account into your website. You have a few options available to you, like using the Twitter share button, “Click to Tweet” button on blog posts, or embedding tweets directly onto your page.
If you want to start as simply as possible, begin by adding the traditional Twitter widget to your site’s sidebar. It’s incredibly basic, but still an effective way to keep your customers up-to-date on your Twitter posts. Plus, the widgets can be used with virtually any blog or site, including HTML-only pages.
You might have heard it said before, but, “Listen first and tweet later.” That’s a pretty solid motto to keep in mind when using Twitter for marketing. What does it mean to listen? Well, you can start by using Twitter advanced search to help you find tweets that include your brewery name, services, and products. That way, if others users don’t use your Twitter handle to tag you in posts, you can still keep your finger on the pulse of what they’re saying and how you might be able to engage.
Think of Twitter like attending a party in a room full of strangers. You wouldn’t just bulldoze your way through the crowd and start trying to sell them something, right? If you did, you likely wouldn’t be invited to stay for long.
Your first step to engaging with customers is to find out who they are and what they’re talking about. Once you do, you can determine how you fit into the conversation and what you can contribute to it. That makes for more meaningful interactions that your followers will appreciate and want to continue.
Starting the Conversation (and keeping it going)
Thankfully, there are lots of ways to initiate conversations and continue interacting with followers once you’ve gotten started. It can be overwhelming to get started, so we’ve compiled a list of five best practices to help you out:
- Ask questions – Questions open up dialogue and are a great way to engage with your followers and get responses and retweets. People love a challenge, so allowing them to voice their opinion – and see if others share it – is a great way to get the conversation flowing. It also spreads your business brand, too.
- Tweet often – On average, a tweet will only be visible in a person’s news feed for 10 seconds or less. That can be discouraging, but it also means you have the freedom to post much more frequently than when using Facebook, Instagram, etc. And that can lead to more opportunities to connect with your customers. How often you should tweet daily varies widely brand to brand. Start with one per day, and then test other posting cadences to see which is most effective for you and your brewery.
- Keep ‘em short – Twitter is limited to 140 characters for a reason. No one wants to read paragraph after paragraph of content. Use the 140-character limit as a guideline, but try to leave 15-20 characters of space. That will enable other followers to retweet or add content to your post.
- Retweet – This is a big one…and it’s easy! By retweeting posts from other users, you can build credibility and social capital with your followers. Plus, it’s likely that other people will retweet your content, which extends your reach and visibility. Remember to incorporate usernames to tag other users in your posts.
- Reply – Seems like common sense, right? Replying to tweets about your business (the good, the bad, and the ugly) allows you to form deeper connections with fans and followers. They’ll respect you for addressing any concerns and appreciate you for acknowledging praise. For positive messages, feel free to like and retweet them – a simple thank you can go really far. And for critical tweets, address the person in a respectful and helpful manner. They’ve likely just given you valuable information about how you can improve and better the experience for your other guests.
Content Is King
The old adage is true: content is king. Twitter is no exception. We’ve talked before about the importance of creating a content plan and utilizing scheduling tools to help you maximize reach and efficiency. As a refresher, you should consider implementing a content calendar and pre-scheduling several consistent tweets over the course of a few days (or weeks).
You can even set aside certain days for particular types of tweets, like the following:
- Monday – share how-to tips
- Tuesday – focus on customers and employees
- Wednesday – feature special promotions
- Thursday – share behind the scenes videos or photos
- Friday – spotlight trending industry topics
And remember, don’t stress yourself out thinking about content creation only – you can curate posts from other sources, too.
There are many more best practices and methods to increase your Twitter followers. Keep track of your results and learn more about what works for you and what doesn’t – it truly varies person-by-person and brand-by-brand.
If you do notice a trend in engagement with your posts, replicate it when you can and continue to adjust. When all else fails, think of the party analogy we mentioned earlier. Approach the conversation in a friendly and genuine manner, stop and listen before speaking first, and show interest in what others have to say, too. By doing so, you’ll attract more followers and have more meaningful engagement with them.