9 Things for Retailers to Tweet About
Thursday, August 6th, 2009
Last post I talked about what Retailers should be ‘listening’ for on twitter. Now the question is “what should they be tweeting about?”
This is the most important thing I will say in this post: ‘Tweeting is personal’. If your tweets are robotic, timed, and impersonal, they will be ineffective. Using Twitter should be about sharing who you are, what you have to offer, and why it is important to you and others that are following. For what not to do and some basic Twitter etiquette, see Chris Brogan’s recent post - A Brief and Informal Twitter Etiquette Guide. Another recent post describes Tweeting Your Corporate Culture. Based on all of this information, I have put together a few suggestions, and my list of:
What Retailers Should Tweet About
- Company history, vision, & mission - Your company has a history, a story to tell. It’s a great way for people to connect with your brand to tell them your history, war stories, visions, and missions. Sharing these 140 character tidbits can go a long way with your customers.
- Customer success/feedback - Share customer stories. Positive feedback or customer stories about how a customer succeeded because of the use of your product or service.
- Employee recognition - Sharing employee accomplishments, personalities, and insights, tells a lot about the company culture and what the company is all about.
- Company news & events - Share any press releases, news stories, or special events.
- Product features/benefits - Describe product features and how the customer will benefit from these features. Share different ways customers can use the product/service or different purposes that others may not have thought of.
- Other relevant industry news - As an industry expert in your domain, you should share relevant industry news with your customers. It is important to educate and inform your customer about the industry in general.
- Related topics of interest/importance to the company - What other things are of interest to your organization? What other passions does your company have. I think it is very important to tweet about this. Maybe there are special interests or charitable organizations you believe in. Share this with your customers.
- Product ideas/suggestions - Solicit feedback and ideas/suggestions for new products or how to improve on existing products.
- Upcoming promotions/sales - And lastly, tweeting about special promotions and upcoming sales. I left this for last, since it is the most obvious use and the most common type of tweets used by retailers. I think this should be very limited in its use and it should be done as creatively as possible. Offer special competitions/promotions and giveaways to twitter followers, as another way to not only promote your stuff, but also to engage your customers or potential customers.
As you can see there are lots of things to tweet about, but it should all follow a well-laid out plan. Here are a few pointers to keep in mind when tweeting:
- Do not tweet too much. While there is no hard and fast rules about quantity, I think a handful of tweets per day (maybe 3-10) is more then sufficient.
- While you do not have to tweet about ALL of the above topics, do not limit your tweets to only a couple of topics. Try to mix it up and keep topics diverse and interesting. Also, test out different topics/approaches to see what works best.
- Try to engage your customers. Ask questions, solicit feedback.
- Try to @reply to as many questions/comments directed to you as possible. It is not required that you reply to every message, but try to as much as possible.
- Any conversation that does not need to be shared with everyone should be moved to Direct Messages or E-mail.
- HAVE FUN!! Tweeting is supposed to be fun, personal, casual, and impromptu. Sharing, engaging, and teaching is one of the most effective ways to market your products/services.