This post is a little different. In my book, I discuss the usefulness of Twitter in marketing you and your artwork. I felt that this article provides some useful food for thought, that you, the artist, may be able to use in composing your next tweet.
Lessons Learned From 10 Terrific Tweets
Many brands have mastered the art of marketing through Twitter. Check out these 10 examples and see what you can apply to your own social media efforts.
There’s both an art and a science to writing for Twitter. To stand out from the crowd, you want to be creative and clever, but you also need to be smart and strategic in order to drive a high level of engagement.
It’s not easy for even the best copywriters to strike such middle ground in 140 characters or less.
But many brands today manage to capture the right voice on this online communication channel, often enhancing the impact of their words with equally compelling visuals. They’re able to come across as entertaining as they are educational, as personable as they are promotional.
Culled from a custom timeline (which you can see here) I’ve been curating on Twitter, here are 10 terrific tweets that would appear to go more than a long way toward commanding the attention of followers amid even the most cluttered Twitter streams. Read them. Enjoy them. And learn from them.
1. Ask a Question
One of the best ways to capture the attention of your followers and increase the level of engagement with them is to ask a simple question. Tie it into the use and enjoyment of your products and services, though. That way, you’re also getting good feedback and potential glowing testimonials.
Tea time, me time. How do you enjoy Single Serve Steeped Tea at home?
Example: Tim Hortons
2. Provide Timely Information
Twitter is rife with commentary and opinion, especially during a breaking news cycle. So why not deviate from the norm and share some good, old-fashioned common sense? Educate your audience. Arm them with facts, figures, and information they can put to immediate use.
#Ebola is not a death sentence. Early treatment means a much better chance of survival. #EbolaResponse
3. Give People the Stage
Highlight content other than your own in your social streams. Recognize your constituents’ contributions. They’ll not only appreciate their work being placed in front of a larger audience, they’ll feel like rock stars.
Tag your Autumn Travel photos for this month’s #RCMemories challenge & you may see them on our Instagram account.
Example: The Ritz-Carlton
4. Include a Call to Action
Don’t be shy. Make a bold statement. Be abundantly clear what action you want readers to take by using Twitter Lead Generation Cards to embed a Call-to-Action button. It’s a good way to separate the tire kickers from those who are seriously interested in what you have to offer.
Example: Holland America Line
5. Be Conversational
A bevy of brands are providing customer service on Twitter. But not all of them are reaching out to potential customers quite like Staples is in this tweet. Don’t hesitate to let your hair down. Be colloquial and catchy, if that’s what it takes to connect with your constituents.
“OMG, I love your shattered screen.” Said no one ever. #StaplesDeals @LifeProof http://bit.ly/11nWRPz
Example: Staples US
6. Motivate Your Followers
Almost anyone can do this on Twitter. Say things to lift people’s spirits and move them to act on their own behalf. Self-help affirmations play well in just a short sentence or two. If there’s an association with your brand, even better.
We don’t do gently down the stream. This is how we row, row, row. #DOMORE #MotivationMonday
Example: Degree Women
7. Support a Good Cause
Do good by doing well. Donate a portion of your proceeds to a well-deserving nonprofit organization. You and your constituents get to feel like you’re making a difference, while the beneficiary of your largesse gets a nice financial boost. Everybody wins.
October is breast cancer awareness month, so come on down to Lucky Strike and help support the cure!
Example: Lucky Strike Boston
8. Offer a Choice
Don’t give people a chance to say no. Have them tell you which of two or more choices gets their vote. Don’t give them an easy way out. You may not be able to control the conversation on Twitter, but you can certainly steer it in the right direction.
Which do you go with?
Example: Hess Express
9. Celebrate the Weekend
What can you do to identify with the largest possible audience? What does almost everyone have in common? Anytime you can address something of near universal appeal, your content has a far better chance of falling on interested ears.
It’s the weekend. Break free. #SignatureSeries http://goo.gl/HiLc53
Example: Avis Car Rental
10. Illustrate Your Point
Twitter, like most other social media channels, has become a much more visually oriented medium. You might say a picture is worth a thousand words there. Accompany your text with supporting imagery. Reinforce your messages with bold, colorful graphics that practically jump off the screen.
You are what you eat.
Example: USA Today
ABOUT THE AUTHOR
Bob Cargill, who was named “Direct Marketer of the Year” for 2009 by the New England Direct Marketing Association (NEDMA), is director of social media at Overdrive Interactive. During the course of his career, his work has been recognized with more than 40 awards from NEDMA, including Gold for his blog, Gold for Best Tweets, and Silver for Best Copywriting. Bob likes to keep his fingers on the pulse of the industry in which he earns his livelihood. Not only has he presented many times about social media, copywriting, and direct marketing, he has been published or quoted on his areas of expertise in numerous media outlets. He is a past president of NEDMA and a graduate of Leadership MetroWest’s Leadership Academy.