5 years ago, Twitter was King. Today? Boy, have things changed! Chances are that you're wasting your time by tweeting regularly.
What happened? Saturation happened. It came to all platforms, but not only was Twitter one of the most hard hit, it was also the platform that did the least to protect itself. While other platforms made the changes to make sure that only the best content was being shown to its users, Twitter allowed every tweet from every page that a user followed. This blocked up user's Twitter feeds to the extent where Twitter was losing users. Fast!
Unfortunately it has never really recovered from that and, as a result, the way in which businesses use Twitter has changed. In this article, I'm going to discuss the most effective, albeit slighty controversial, way of using Twitter to drive business.
So there are two main types of businesses on Twitter: those who can produce 10-20 unique and valuable tweets a day (generally giant corporations, big brands and news outlets), and the rest of us.
To cut through the storm that Twitter has become, those are the numbers you'd want to be aiming for. Why? Because tweets have very little historic value, meaning that no-one is going to go trooping through your page to find a tweet that you posted a couple of days ago. It's all about the now. The only way to get traction with the 'traditional' way of using Twitter is to tweet so much that users really start to recognise you on their Twitter feed.
At Passionfruit Media we don't do that for our social media, we don't even offer that service. It's too time and resource consuming and much better results could be seen when investing the same time and resources on another platform. And we think this is true for 95% of businesses.
So we need to take a different approach to Twitter.
Now, while the Twitter feed may be a bloodbath for brand and business promotion, luckily it's not the only way to get results from the platform.
One thing that Twitter is great for, is one-to-one communication. With Twitter, you can direct message or mention someone in a tweet and know that 90% of the time that very person or business is going to notice it. Former US President Barack Obama was famous for monitoring his own Twitter account (believe it or not Trump is not always the one behind his tweets), meaning that, arguably, the most powerful person in the world was just one @ away.
Now, of course, the chances that Obama would pay attention to the notifcation from you compared to the hundreds of others will have been very low, but not zero. People did get a reply from the President when mentioning him on Twitter.
This aspect of Twitter is incredibly powerful. You can get in touch and build a relationship with nearly anyone you want to, and that's the real power of Twitter nowadays. One-to-one relationship building. Nothing is more valualbe in business and sales than a relationship. Why did you pay £869 for the latest iPhone? Because you have a relationship of trust that their products are worth that. Why do you always go back to the same hairdresser everytime? Because you have a relationship with your hairdresser and you know they'll do a good job.
So, for example, if you run a sports therapy business, then you might want to build a relationship with local gyms and personal trainers. By commenting and quote-retweeting their tweets, asking them questions, and generally engaging with them on the platform, you're going to start building a relationship. Who will that trainer recommend that their client goes to see when they pick up an injury? It'll be you. If you start building these strong relationships with all the gyms and personal trainers in your area, imagine how that could affect your business.
Ultimately it comes down to the fact that Twitter is now most valuable for the majority of businesses as a networking tool. As entrepreneur and author Jim Rohn said, "Your network is your net worth".