Are you struggling to communicate your Twitter strategy to your team? Short on time? Well, lucky for you it doesn’t have to take weeks of training to get everyone up to speed on Twitter – it just takes a little planning.
If your team is double tweeting content, diluting your brand’s voice, sharing inappropriate memes or failing to generate meaningful results from Twitter, it’s probably time you gave them some clearer directions.
There are a few key elements that make up any good Twitter marketing guide, and they each take only a few minutes to brainstorm and put into a document.
Zoom out of the hashtags and retweets for a minute and ask yourself: What is the goal of our Twitter account? Why are we tweeting?
Using the SMART goal-setting method, write down your specific reason for being on Twitter. Is it to generate more sales leads? Gain more market share? Promote in-store offers? Deliver content? Sell tickets to an event? Your goal(s) will set the tone for every action you take on Twitter, so it’s important that everyone on the team understands and works towards them.
Next up is creating a profile of the exact center of your target audience: a persona. This is a description of the individual your tweets should be directed towards.
Of course, you’re not actually tweeting to a single person, but knowing the traits (demographics, psychographics, likes, dislikes) of the center of your audience will help your team tailor each tweet towards the needs of your audience.
In your Twitter marketing guide, you will also want to address the types of tweets your team should be sending.
Tweets can fall into any number of “types”: retweets, sharing your own blog content, promoting a deal, engaging with your audience, sharing an image/quote, asking a question, etc. What type of tweet do you want to focus on most?
It can help to write out examples of types of tweets, so that your team can inject some variety into your tweeting.
The who’s who
If you will be networking in any way on Twitter, either by retweeting or engaging others, you’ll want to create a list of top accounts to engage with. If you’ve got a list in your head, now’s the time to get them onto paper so the rest of the team can act!
You could share a spreadsheet with the relevant Twitter accounts with your team, but a better method would be to create a private Twitter list and add all of these influential accounts to it. Then, anyone on your team can check in on this list when they want to engage.
What is your brand’s voice? Even if you don’t have a formal voice guideline document, you can still hammer out a few sentences describing how you want your brand’s “personality” to come through on Twitter (and, ideally, all of your other marketing efforts). Are you professional yet approachable? Young and playful? Hip and chic?
What other social networks do you have a presence on? Even if your team will not be managing them, it’s a good idea for them to be aware of all other related Facebook Pages, Instagram accounts and blogs so that they get a holistic view of your marketing efforts.
Whoever is managing your Twitter account should have a clear understanding of when to tweet what content. By creating a schedule or an editorial calendar, you can keep your account active while ensuring everyone is on the same page – no more accidental duplicate tweets!
What to measure
Lastly, you’ll want to inform your team of the metrics you’re most closely monitoring to judge the success of your Twitter campaigns. What you measure will depend on your long- and short-term goals, and could be anything from number of new followers to number of website conversions.
If you create a guide with all of the elements above, your team will be working as a unit – and tweeting like pros – in no time.