From Media Bistro:
What’s your Twitter strategy?
If you tried answering this question with “Ummm, we tweet a lot, and we use hashtags,” that’s not good enough.
To be successful on Twitter – whether you’re tweeting on behalf of a Fortune 500, the small mom-and-pop down the streed or your own personal brand – you need a well-articulated content strategy that covers the who, what, when, why and how.
Who is tweeting? Who are you tweeting to?
The question of who should be one of the first ones you answer when coming up with your Twitter strategy. You’ve got to determine who is in charge of your Twitter account, and who you’re trying to reach.
You may be a one-person social media shop, and so you’ll be tweeting on behalf of, well, yourself; or you might be part of a 12-person team representing a major brand. In either case, establish a clear ownership of your Twitter account, and identify other team members who might also participate in content creation, curation and engagement.
If you’re clear about who will be managing the Twitter account off the bat, you won’t run into as many roadblocks when you go to launch a specific campaign, or when two people send conflicting tweets because they didn’t know who was supposed to be manning the account at that time.
Once you have your Twitter dream team in place, it’s time to pinpoint your audience.
This is a two-step process: 1) Identify your target market and 2) Find your target market on Twitter.
Hopefully you already know who you want to connect with your brand – if not, it’s time to go back to the drawing board and figure this out. But once you know that your market is mothers in their 40s with at least two kids and an interest in yoga, you can take step 2: find them on Twitter. Using Twitter’s search or a service like Social Mention , enter keywords that are associated with your target market. You can start following some accounts, lists or hashtag chats this way, to get to know your audience more closely.
What are you tweeting?
Here are some types of content you might want to consider:
Your own (created) content – including blog posts, promotions, etc.
Others’ (curated) content – including retweets, sharing articles, etc.
Multimedia – including photos, videos (such as Vine), podcasts, etc.
Of course, there’s a whole wide world of content out there, so come up with a variety of content pieces that represent your brand well.
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