Make your own way, connect with your audiences directly, shape perception & gaurd your organizational reputation

What is so great about 140 characters, that it has become a worldwide rage in communications? The key answer is – one on one communication, answers and updates every 5 seconds. The transparency around social media tools such as twitter makes it even more popular. There is an entire buzz among talent recruiters to use social media to build the buzz about their brands.

The key ingredient to any successful corporate or consumer brand is to build the buzz around it. Social media is a great tool, think of it as one tweet every 5 seconds. However there are nuances of using social media and they must be kept in mind. Twitter is medium but the message is key, especially when one is tweeting as an organisation. It is therefore essential to have a content map and strategy before one begins the use of social media for corporate communications.

Twitter is one of the fastest ways to connect with other people in your industry. It also gives you some insight into who companies and bloggers are as people; their likes, their dislikes, their personalities. This can be invaluable when it comes to putting together pitches and building relationships both inside and outside of your industry. If we are using Twitter for our business than it allow us to inform our clients, inform them about what’s happening to our company’s products, people, tools etc. at present. Twitter apart from this, poses an advantage for new and advanced marketers, as an efficient social media marketing tool, twitter allows us to build a giant list of followers.

It is much easier and faster for small business to adopt Twitter among other social media as marketing tools. Social media challenges our speed to bring change to the market. On the other hand, big firms have also started using social networks as part of their marketing campaigns.

Who should Tweet?

For a lot of companies Twitter is an instant focus group and a great way to dip their collective toes in the social media pool. So from an Intern to a CEO or Official Twitter, anyone can tweet on behalf of the company. However do be careful of who is appointed, make sure they know tweeting etiquettes and have intelligent content to share. After all you don’t want your brand to appear foolish in the audience universe!  

Measure the impact of your Tweets!


The social media landscape is extremely dynamic, it is easy to get lost in it. Therefore measurability is essential. Below are a few tools that can help!

1. #Hashtag research = keyword research

Just as people had to learn how to search using traditional search engines like Google and Yahoo, people are learning how to better search social media sites like Twitter. Increasingly, they are using hashtags. A hashtag is simply including the # symbol in front of a keyword. For example #diabetes. People can subscribe to follow hashtags or they can search for them, allowing them to stay current on specific topics, and recently Twitter began hyper linking hashtags within tweets allowing people to go directly the search results for that hashtag instantly.

We can find out which hashtags are most popular or trending by reviewing researching which keywords are popular at the moment, you craft messages that are relevant and timely, and by including the hashtag in your post, you expand the reach of your tweet beyond your follower list, which leads us to…

2. # of followers you have

The more followers you have, the more likely the content you post will be seen (found).Your number of followers measures your immediate audience on Twitter. It’s a way to measure the opportunity each of your tweets has to reach and engage your audience. TwitterCounter allows you to measure and compare your profile against competitors (or friends)


 3. # of clicks on the links you post on Twitter

Linking to relevant content within your tweets adds value to other users, and by utilizing URL shorteners with tools like Tweetburner you can measure how engaged people are with your tweets by tracking the number of clicks on the links you post.

Sites like Tweetburner rank top URLs within Twitter and post lists of the top-clicked links. Appearing on these lists is similar to getting your content voted up on Digg; though the traffic impact is not as substantial. Similarly, posting pictures to your tweets adds value, and using a service like TwitPic allows you to measure how many people are viewing the pics you post.


 4. Search for People Who Are Sharing Your Site or Blog Post on Twitter

You can now track when other people post links to your content on Twitter using tools like backtweets. Backtweets actually shows you when people post links to your content organically. Without checking a tool like backtweets, you would only be seeing a portion of how the community is engaging with your content. It’s also a great way to find new people who are interested in your content. Follow them, and they’ll likely follow you back, if they aren’t already.

 We will soon be putting up a comprehensive case study on how brands have successfully used twitter. Till then Tweet on…!