All marketing is ultimately about educating potential customers about your product or service, and about building trust in your company’s ability to deliver on its promises. Marketing with Twitter is no exception.
Like every social media channel, Twitter has its own culture. If you’re going to use Twitter to support your marketing efforts, make sure it’s a place where your potential customers congregate. The next step is to learn and follow its cultural norms.
The following are some tips on what Twitter culture demands from companies who hope to use it for marketing and the types of content you can post to meet those expectations.
A Formula for Building Trust on Twitter
In a recent presentation for MarketingProfs’ Digital Marketing World, Justine Jordan, Director of Marketing for Litmus, outlined a helpful formula for building trust on Twitter:
Trust = Authority X Helpfulness X Intimacy
Authority means being an expert in the area you’re discussing.
Helpfulness means contributing to the community.
Intimacy means engaging with people, being human, and exposing who you are.
Promotion means you’re allowed to promote yourself—in moderation.
Building Trust, One Tweet at a Time
All of these elements are important to building trust and none of these elements can equal zero. Tweets demonstrating authority, helpfulness and intimacy represent deposits into the trust account. Every promotional tweet is a debit—which means you need to use promotional tweets carefully and thoughtfully.
The following are examples of the types of tweets that will help you build your trust account.
Authority comes from being an expert in the area you’re tweeting about, having opinions, and sharing insights. It’s important to focus on topics, themes and questions related directly to your area of expertise. Share advice, tips, novel information, interesting facts, statistics, and quotes. Provide context, insights, and perspectives.
Answer questions, help solve problems, send supportive comments, join into chats, add value to retweets with your own comments. Find things to share, such as good articles, blog posts, or white papers. Many companies use Twitter as an extension of their customer support and look for ways to answer customers’ support questions.
Don’t be afraid to share personal information to let people know who you are and what you’re interested in. Use first person. Intimacy, as it relates to marketing on Twitter, means sharing your thoughts and musings that can help inspire others. Tell your reader how your information or observation will affect them.
Promotional tweets can be useful when they provide links and useful information. However, you need to use promotion sparingly. Jordan recommends that for every promotional tweet you send about yourself, you should send eight to nine tweets promoting others.
By doing all of these things and interacting with people consistently, answering their tweets, retweeting their information, and providing reliable content through your tweets, you’ll form and maintain trust. Once you have people’s trust, they’ll be more open to listening to messages designed to educate and inform them about your solutions.