Twitter has been around since 2006 and a lot has changed, but there are a few things that have not. Three things to be precise. Three Twitter tactics that benefit from social listening – meaning you can become a Twitter ninja in no time. And we know that’s everyone’s goal on Twitter regardless.
Tactic #1: Who’s Who in Relation to You
You know who you are, of course. You’re pretty sure you do most days, at least. And you know what kind of persona you present and actively curate online, assuming you have one.
Your brand certainly does, at least (has a persona). And it requires careful curation as well. And this, in turn, requires brand managers to pay close attention to who your brand associates with online.
Some folks are amazingly influential, but for all the wrong reasons – at least from a brand health standpoint. They could be exhibiting traits or beliefs that you wouldn’t want associated with your brand, including:
- Political or religious extremes
- Offensive observations about any variety of topics
- And even dark humor can rub potential consumers the wrong way
It’s almost as if you have to walk on eggshells on Twitter . . . and this may be why it’s a Twitter bird and not a bull. Though that would be more apt, considering how often people step in it on that platform
But how do you know who can help or hurt your brand’s image without spending half a day worrying over a retweet?
In NetBase, you can perform an Instant Search by simply adding a Twitter handle, for example @JoeRogan. It allows you to see an overview in seconds showing popular media, Net Sentiment, key terms and so much more to give you a sense of who a person is:
And what the conversation looks like about/around them:
When someone popular interacts with your brand, you have the choice of either continuing the conversation, and implying a comfort level with them/their overarching persona, or letting it ride and ignoring it.
Creating Twitter lists with safe influencers, personalities and media to regularly interact with as part of your Twitter marketing strategy is smart. Having a few brand aligning outliers can make sense too – just ask Nike. And having the ability to quickly and accurately get a sense of who someone new is either way – that intel can be priceless.
And beyond adding someone to a list, once you identify someone who may be harmful to your brand, you have options, including:
- Muting them – so you don’t see their tweets in your Twitter stream
- Blocking them – which they’ll see you’ve done, if they ever go to follow/retweet you. #awkward
- Blocking retweets – so they can’t retweet your content to their own followers and imply any connection, at all.
Tactic #2: Trending Hashtags Offer An Amazing Starting Point
Trending hashtags are powerful – and trendjacking is something brands can either do really well at or fail pretty miserably. We like to keep you focused on the former. And, you guessed it – social listening helps!
You can select the location you’d like to see trending hashtags for (depending on where in the world your audience is, which we’ll get to next) and you’ll have lots of ideas to explore:
From there, you can plug the trending terms into your social listening tool to see what is happening around it:
This will give you a quick sense of what is being said, and in what context and whether or not your brand wants to touch it with a ten-foot pole. The Rick Astley “Rickrolling” is legendary, so having something to quickly share in relation, particularly if your audience is into music, could be a coup.
And online apparently loves this Foo Fighter/Rick Astley combo. Literally:
Tactic #3: Your Audience is the World
The days of marketing to a local audience are over. Your brand should be monitoring conversations worldwide. Twitter insight offers brands intel to create targeted campaigns in different locations, by showing you were in the world your audience is located:
Not only where they are, but what their interests are:
And in NetBase, you can get more granular, enhancing the amazing stats Twitter offers. You can see where else the conversations are happening, along with demographic data:
You can watch trending terms and hashtags for upcoming events that locals will be paying attention to and see if any make sense for your brand to participant in from a sponsorship standpoint.
Even creating Twitter content around relevant events that your audience is interested in can be amazing. Using social insight to source your data, you can create relevant – and potentially viral items, including (using insight above):
- Relevant Top Ten lists that are informative or funny
- Quick reaction videos to topics or events (if that’s in line with your brand persona)
- GIFs of a favorite “80smusic” icons (pulling from sentiment above)
- Creating a new dance or challenging followers to do the same
- Rickrolling your audience with some fantastic claim that reveals Astley singing
So although you may not be able to create the most retweeted tweet of all time (but don’t stop trying!), you can increase your brand’s popularity with all the right people with a little concerted effort. And we can show you how.
Reach out for a demo and learn all there is to know about Twitter insight and ways to Rickroll it like a pro!