Age your cheese, not your Tweets

Published on
by Brafton Editorial
Twitter is a great way to share content with customers and prospects, but marketers shouldn't spend too much time agonizing over every post.

Hi, Alex Butzbach here with this week’s edition of Content & Coffee. Tweets are wonderful bite-sized nuggets of content – so why can they be so hard to create? Click play on the video below or scroll down to read a full transcript.

Social marketers sometimes agonize over every last detail of their web campaigns. It doesn’t matter if it involves a 140 character Tweet or 10,000 word ebook: When you’re managing online content, it all matters.

But can you go too far? That’s what happened earlier this year at President Cheese. A reporter who spent time with the company’s social marketing department published an interesting discovery: A single Tweet took over 45 days to plan, write and publish.

As you can see, there isn’t anything special about the post – and President’s followers agreed. Before the story came out, it only had two Favorites and no retweets.

So what’s the alternative – don’t Tweet at all? There are plenty of ways to be agile on Twitter and produce tons of engagement without sacrificing half the workday to come up with clever Tweets.

1. Be witty

Anyone who follows Taco Bell on Twitter knows that the brand isn’t full of self importance. It adopts a funny, friendly voice. That means cracking jokes in response to Tweets about the company itself and not taking itself too seriously in its replies.

2. Be responsive

The type of people on Twitter are dialed in and responsive to the latest news – especially on television. In fact, over 72 percent of Twitter users actively check the network in front of the TV. Remember Oreo’s famous Super Bowl Tweet?

3. Offer help

Don’t want your brand to be known as a Twitter comedian? Just use the network to provide great service. Delta Airlines allegedly has over a dozen employees whose only job is to respond to customer complaints on Twitter. This level of service makes it a great tool that people will want to follow and engage with.

The best thing about Twitter is that if a Tweet falls flat, the pace of the network is so quick that soon you’ll be on to the next round of posts. It’s more about developing a style and voice and sticking to it. One Tweet might make you a laughingstock, but the next time you’re at the supermarket, you might just remember President Cheese and it’s social media debacle.

Do you know of any great content marketing Tweets? Send them to us @Brafton.

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