When your Twitter account isn’t for you personally, but rather for a business, the writing can get a little tricky. To develop a “voice” for a Twitter business account, consider some of the following ideas.
Decide On Your Company’s Twitter Personality.
Are you a respected resource providing tips and speaking in a formal tone? Are you funny and edgy trying to get others to like you in a “friend” kind of way? Are you planting little pockets of sunshine everywhere to impress your customers and network with colleagues? Decide on your voice and stick to it regardless of who does the writing.
Remember Your Style Guide.
Like with all communications, you need to stay close to your brand by following a style guide. While Twitter doesn’t allow you to write perfectly or even great, you can still write like a human. Make sure everyone who Tweets follows your company’s style preferences.
Create a Twitter Plan.
Incorporate Twitter into your marketing plan. While it doesn’t cost anything to have the account, it does cost you time. Be sure to set goals, identify objectives, and define tactics.
Decide Who Will Do The Tweeting.
There are several possibilities here.
#1 Choose one person in the office to represent the company. Maybe even post that person’s picture in the profile. It could be the intern, the receptionist, the marketing director, or even the CEO. It doesn’t matter who it is. What matters is that the person represents the brand appropriately.
#2 Assign different people in the office to particular “Tweet beats.” In other words, one person is responsible for announcing new products/services, promotions, etc. A second person posts links to relevant news and industry information. A third person responds to @ conversations and monitors trending conversations for participation. A fourth person is responsible for posting the temperature every 20 minutes (kidding on this last one, but you get the point).
In a situation where multiple people are Tweeting, you can handle it one of two ways. a) Say who the Tweeter is at the end of the Tweet or b) Within the Twitter bio you say that various staff members will be making an appearance.
The point is to make it personal. Your logo can’t Tweet, but the people behind your logo can. If it gets too confusing having all these people Tweeting their beats independently, assign one person to manage the Tweets and schedule them appropriately.
#3 Hire a professional Tweeter/blogger to manage your account or just to write your Tweets. Follow all the guidelines outlined above.
About Sara Lancaster
Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.
