Digital Agency Razorfish has developed recommendation’s to help marketers take control of their brands on Twitter and establish a successful social presence:
- Become familiar with Twitter by reviewing, or following, the activities of successful brands such as Dell (dell.com/twitter), Zappos (twitter.com/zappos) and Comcast (twitter.com/comcastcares).
- Listen to what is already being said on Twitter about your brand.
- Identify initial objectives for using Twitter, including what would qualify as a Twitter success story for your brand.
- Look into competitive activities and potential legal considerations, especially if there is already a Twitter account that uses your brand’s name or other intellectual property associated with it.
- Use the findings to decide on the appropriate opportunity — such as offers or community building, tone of voice and method of engagement — that may be right for your brand.
- Since Twitter is an ongoing activity — even if your company is only listening in — dedicate a resource to monitor the conversations and competitors.
- Map out a plan for the content you will share, including valuable initial content to pique user interest.
- Integrate your Twitter account throughout your marketing experience, by embedding it as a feed on the company Web site, including its URL in communications and so forth.
- Maintain momentum by following everyone who follows you, responding to queries and joining in conversations without being too marketing oriented.
- Provide ongoing direct value through your tweets by continuing to listen, learn and fine- tune your Twitter activities.
