You may have a problem. Seriously.
Most business owners and organizations gloss over when they hear the word, “Twitter”. Often times, this is because it can be really hard to have good Twitter engagement.
Twitter is a unique member of the social platform world. People are incredibly vocal, transparent and realistic. Unfortunately, this doesn’t play well to the typical way that organizations interact with their social audience.
You may be able to attract tons of clicks on Facebook with some compelling copy and an image, but it’s probably not going to work that well in the form of a Tweet.
It’s this fundamental lack of understanding that causes most fail, or don’t even try, at Twitter.
If that’s you, here are some recent stats that may compel you to really give the platform another shot.
- According to Pew Research, Twitter users are (on average) higher income.
- They search more than 2 million times day (for things like what people are saying about you and your products).
- Most of them will likely buy from the brands they follow.
Ok, so hopefully you’re starting to see two things.
- Twitter is very different than other platforms.
- It’s also lucrative for business (if you know how to reach the right users).
Now, let’s see how to bump up that Twitter engagement rate.
This social platform is alive and active. They have a constant stream of the 20 most engaging subjects at all times. Good Twitter engagement takes recognizing an opportunity when it shows itself.
Take for example, Budweiser.
Recently, at a Padres baseball game, a fan caught a foul ball in her beverage. Urged on by the crowd, she drank it all on the spot.
Now, Budweiser sells beer at the stadium and this company, who always spends millions on ads in the Superbowl, saw a way to be a part of this special moment. Here’s what they did.
If you catch a ball in your beer, you have to finish it. She knows the rules. If anyone sees
this girl, tell her she’s got tickets to a Padres game on us. (Beer included)
— BudweiserUSA (@budweiserusa) June 6, 2018
That’s some decent Twitter engagement. In fact, it’s much better than the average Tweet on their account.
And by “better”, I mean that they get less than 100 likes on their posts.
Here’s how to do it.
Be on Twitter. No, you don’t have to waste your entire day, but when things happen that you can
capitalize be a part of, then you should jump in and be part of it.
Find trending topics and chime in to be funny, quirky or genuinely helpful. Your engagement will improve.
2. Be Unique
It’s a jungle out there. In the jungle, everything looks the same. People get lost and don’t know how to navigate to find what they really need.
Brands and organizations that look different thrive on Twitter as a beacon to help users find their way.
I have an example, but remember, it’s not a one-size-fits-all here. You’ll have to brainstorm your own unique voice.
One of my favorite Twitter accounts is MoonPie. It’s hilarious.
MoonPie comes up with their own original content and uses current events to bring much-needed levity to the Twitter business landscape.
Here’s a quick look at an example of their original content.
Nothing like a delicious MoonPie with a cold glass of milk to wash away the guilt of this week’s poor decisions
— MoonPie (@MoonPie) February 25, 2018
Their audience loves this stuff!
Typical Twitter engagement for MoonPie is incredible. You may ask, “how did they get there?” Well, that can be seen in our other example.
Remember a few weeks ago when you were getting tons of emails from companies telling you that their privacy policies have been updated? That’s due to something called GDPR. It was a big deal and everyone was upset at the uptick in emails raiding their inboxes.
MoonPie decided to make a policy of their own to draw attention using the thing everyone was talking about.
Here it is.
And, again, people loved the Tweet.
We have updated our MoonPie policy pic.twitter.com/rloc2WdCcG
— MoonPie (@MoonPie) May 25, 2018
Here’s how you can be unique.
There’s no secret sauce here, but you can take a look at the top 5 direct competitors and see how they’re doing things.
- Are they too dry? Be funny.
- Maybe they’re talking too much about themselves? Provide value to your target audience.
- Are they making bad business decisions? Well, see our next point (maybe).
3. Be “Savage”
Warning: Not for the faint of heart. Seriously.
Everyone loves a little bit of “poking fun” every now and again. Many of the funniest examples are between brands.
Well, Twitter is no stranger to people making fun of one another. One of the lighter, yet still hilarious, examples is this is Wendy’s.
They burger chain is constantly making fun of both their followers and other brands — and the Internet is loving it!
Recently, IHOP (International House of Pancakes) just changed their name to IHOb. the “b” stands for burgers. Many in the U.S. went crazy over the news. One Twitter user asked Wendy’s if they were scared.
Their response lit the Internet ablaze.
— Tony X. (@soIoucity) June 11, 2018
No commentary necessary on the Twitter engagement for that tweet, right?
This Tweet is only the most recent example of their calling out the others in their industry. They’ve done this to just about every other burger joint. Wendy’s, like all of our examples also look for opportunities.
Important: Very rarely are their jokes unprovoked in some way. They look for the right time, like IHOP changing to IHOb. Or, McDonalds to have a bad Twitter day.
One day, McDonald’s let an unfinished Tweet go live on their Twitter account.
Wendy’s didn’t take long to pounce.
When the tweets are as broken as the ice cream machine. http://t.co/esdndK1iFm
— Wendy’s (@Wendys) November 24, 2017
Yeah, it’s a popular tactic. But remember, I said it’s not for the faint of heart.
It’s a bit of a tightrope. You don’t want to be nasty and keep things in good fun. Not to mention that it will make users want you to “troll” them too. Wendy’s has interacted with so many people, which is good.
However, it takes…engagement.
Notice the Key to Twitter Engagement?
The 3 tactics I wrote about are working and likely will for the foreseeable future. But, as most good things, they won’t last forever.
Eventually, everyone will be trying to be funny. Brands will undoubtedly take the jokes too far and no one will laugh. That said, if you looked closely, there is one trend that should stand the test of time.
It can even last as long as Twitter does. it’s how the platform became popular.
The Key: If you want Twitter engagement, you have to engage on Twitter yourself.
Not just Tweeting a lot, but actually cultivating an account full of people who interact with you (or your team). You want clicks, do Facebook ads. You want active fans who want to see you 280 characters at a time — get busy building it.
Justin McGill is the Founder of LeadFuze, a sales and marketing tool that helps you generate more deals by discovering targeted leads and reaching them with messages so personalized that the recipient will have no idea that it was all automated. Get 25 leads in your target market for FREE!