Frontline Perspectives

You know why twitter can be useful to your business. You understand the basics of how to use it. Now how do you really develop a following?

Be part of the community
It’s a mistake to think Twitter is all about you. Be sure to listen and follow as well. Engage in “conversations.” Retweet. There’s a lot to be gained by watching for trends, following your customers, and making personal and business connections via Twitter. Be sure to search for your company name, so you can respond when appropriate.

Reciprocate
Take a look at your follower list now and then. It’s easy to run down the list and follow those that interest you as well.

Create multiple accounts
Twitter accounts are free. Often it makes sense to establish multiple accounts — personal accounts for key thought leaders and one for the company as a whole. Occasionally, individual departments, offices or product lines may have accounts as well. The company account can retweet provoking posts by the other users and serve as a master news feed for your website.

Share occasional, important business news
Some people will follow you because they want to hear details about your specific organization. Many won’t. When it comes to personal accounts, keep tweets directly related to your business at a minimum. The exception: sharing thought-provoking articles that your organization generated. Twitter is a great place to plug the release of an interesting blog or white paper.

Keep it fresh
There’s nothing sadder than an abandoned Twitter account. Try to check in at least a few times a week.

Don’t bury your followers
Twitter is fast. It’s easy to post updates. But don’t take that as license to share everything you find. Keep your retweets and original posts limited to items that make you think. Limit announcements to items people will actually care about. It’s generally best to keep even company accounts to no more than 10 updates a day.

Share time-sensitive information / offers
For certain organizations, short-term offers can be promoted via Twitter. This encourages others to follow you and keep checking in. This strategy isn’t for everyone, but can be very successful if used correctly.

Now take the challenge. Sign up, join in and start benefiting from Twitter today.