Some exciting industry news just broke, and you rush to tweet it. You write a witty, opinionated tweet and hit send quickly – you want to get in on the conversation early. You step back, and refresh your Twitter profile to take a look at your handiwork… only to see that a similar tweet was sent from your account mere seconds after yours.
Duplicate tweets, confusing brand voice and a lack of cohesion can rear their ugly heads if your team’s Twitter account is not managed properly. Here are five tips so that you and your team don’t run into these and other problems.
1. Use a third-party tool
Twitter.com is not the most team-friendly environment. For most teams, it involves sharing the account password and logging on individually. Using Twitter.com as the base of operations can easily result in duplicate tweets, since team members cannot see what others have scheduled.
Several third-party tools, on the other hand, are built for teams. They allow team members to see what others on the team have scheduled, and many enable an administrator to have complete editorial control over what is published when, while other team members act as contributors or customer service representatives.
2. Create guidelines
Even the least structured team needs some guidelines, and this is especially true for Twitter. Your team should have a clear understanding of what the goals and expectations are for the Twitter account they are managing, as well as how it fits into the larger marketing environment.
Guidelines can be anything from a one-page memo to the team, to a larger document outlining in detail how the account should run. A good Twitter guideline will spend some time covering brand voice, so that regardless of who schedules a tweet, your audience will feel as though it comes from a cohesive brand.
Also, be sure that your guidelines include some mention of a crisis management plan, in case of emergency – often there is little time to discuss how to respond to an irate customer or a mis-tweet after it has happened, so knowing you you will respond well in advance is essential.
3. Create an editorial calendar
Along with your Twitter guidelines, it is a good idea to share an editorial calendar with your team. This calendar doesn’t have to include each and every tweet you’ll send over the next few weeks or months (after all, that’s what the team is for!), but it should give an overview of the topics and campaigns on the horizon.
Here are some items that a Twitter editorial calendar can cover:
- Upcoming holidays, events and company milestones to celebrate
- Marketing campaigns that will run exclusively on Twitter
- Cross-channel marketing campaigns that Twitter should contribute to
- Thematic suggestions for content during a specific period of time
- Notifications of blog posts and other content to promote
Managing a Twitter account as part of a team takes organization and planning, but it can be a great way to lighten the load and develop an even stronger Twitter presences.
(Business team image via Shutterstock)