A Lesson on Composing the Perfect Tweet

twitter89By now you probably know the dos and don’ts of Twitter when it comes to your business account. Don’t tweet about politics, do make it fun, don’t abandon your followers and tweet often. But now that you’ve got the basics down, it’s time to take your tweets to the next level and really engage with your audience. After all, 36 percent of all marketers have found a customer via Twitter in 2013.

Today, the job of a social media marketer is no cake walk. There’s hashtags, penguins, hangouts, handles… you name it. Not only do you have to compile a compelling, out of this world campaign, but you have to do so in 140 characters or less.

All too often, marketers fall into the habit of firing random, uninspiring “me, me, me” tweets just for the sake of tweeting, which will undoubtedly get you labeled as a spammer, which let’s face it no one wants. Stop thinking like a salesman and think like a marketer.

To get you back on track—and thinking like the stellar marketer you are—here’s a lesson (or reminder) on how to compose the perfect tweet.

1.    Timing is Everything

With an average of 100,000 tweets sent per minute, the shelf life of a tweet is short. In fact, the mean half life of a link on Twitter is 2.8 hours. So how can you guarantee that your tweet will be seen by your followers?

Although it may be a burden for your business, it’s best to tweet on the weekends as there’s a 17 percent increase in engagement rate compared to weekdays. In terms of time of day, tweets that are published between 8 am and 7 pm experience a 30 percent increase in engage rate over tweets blasted outside that time-frame.

Tweets about relevant current events or holidays are always crowd-pleasers as it helps drive cultural relevance. Take the royal baby for example. After Kate Middleton was admitted into the hospital, the hashtag #RoyalBaby had been used more than 900,000 times on Twitter. However, just because the royal baby was the most popular event so far this year, doesn’t mean it’s relevant to your target audience.

2.      Think Like Your Followers

Put your thinking cap on and put yourself in the shoes of your followers. What do they care about? What do they want to read? Chances are if they are following you, they have some interest in what you have to say, so make it count.

Some marketers fail to tell their customers why something is important or worth their time. For example, if you’re releasing a new product, instead of simply creating a generic tweet, make it appealing by including shocking stat or funny tagline.

According to research, particular emotions like shock, fear, anger, nostalgia and amusement trigger social sharing. However, we don’t recommend sending out angry tweets to your followers. But you already know that.

3.        Calls to Action

As every marketer knows, calls to action are extremely effective. There are several ways to implement a call to action in your tweet. According to data, a tweet’s “retweet rate” increase 12 times when followers are asked to either “retweet” or “rt”. However, despite this data, 99 percent of all brands don’t ask their followers to retweet.

If you fall into this 99 percent, instead of asking your followers to re-tweet, ask them for their help. Take Lay’s “Do Us A Flavor” marketing campaign. Lay’s asked its fans to send in submissions to help find America’s next potato chip flavor. The winning flavor would earn $1 million in grand prize money or one percent of their flavor’s 2012 net sales. Customers flocked to Twitter using the hashtags #SaveChickenWaffles, #SaveGarlicBread, #SaveSriracha to vote for their favorite flavor.

lays

Not only did this genius marketing campaign effectively engage users, but it also created buzz throughout the Twitterverse. Ask your followers to help you come up with a new product name, mascot, or design. Or simply ask them what they think about a trending topic – just make sure that it’s relevant.

4.       Above All, Have Fun

Twitter is meant to be fun. However, if you want to increase engagement, brand awareness and generate leads it’s going to take a little hard work. Remember your do’s and don’ts and take the time to compose your tweets, because in the end it’s all worth it.  After all, there are 450,000 new Twitter accounts created every day, waiting to hear from you.

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