The unveiling of Twitter’s new image galleries last week had a lot of users saying “it’s about time”. The gallery collects the latest photos you’ve tweeted from various sources, and displays up to 100 of the latest images as thumbnails.
But it’s not as simple as that, especially for brands. There are several ways the galleries can actually be detrimental to your brand image online, and we’ve got three of the biggest mistakes you can make when using the gallery, and how to avoid them.
One of the first things you’ve got to check for is off-brand photos appearing in your Twitter image gallery. It’s great if you’ve got images of your office, team members and an office party in there, but pics of your latest vacation and trip to the bar might not fit with your brand message.
All of your last 100 photos will be included in the gallery, and any user can browse it, viewing the picture itself and the tweet it comes along with. Be careful to purge your photo gallery of any images that don’t fit with your brand, or else you run the risk of confusing followers and muddying your message.
This is a big one. A common mistake that many brands have encountered – and it’s not entirely their fault – is that they’ve retweeted photos in the past. Not a big deal when photos were more ephemeral, but now retweeted photo appear in your gallery right beside ones you tweeted yourself.
Many of the past 100 photos might be retweets, and there are probably a good chunk of these that fit right in with your brand message. However, if you didn’t have a coherent retweeting strategy a few months ago or mistakenly retweeted a picture with your professional account that was meant for your personal account, you’ll likely have a few retweeted photos that simply don’t belong in your gallery. And the only way to get rid of them is to delete the original retweet.
A forgotten gallery
Last but not least, many brands have already forgotten about their galleries – or haven’t even realized that they’ve been rolled out.
Your gallery is now part of your brand message, so you’ve got to keep an eye on it. I suggest going through every single one of the 100 photos in it right now, and deleting the ones that don’t fit with your image. Once you’ve done this, you should check up on your gallery once every few weeks, to make sure that all of the newly added photos are on-point.
The image galleries can be a powerful way to show your followers your fun side, but make sure you’re monitoring them effectively and managing your visual reputation on Twitter.