The Social Observer

The Social Media Marketing Blog by SNHU Students

Using Twitter for Small Business: Making the Most of Your Presence

A common struggle for small businesses is trying to get noticed in the vast social media community; using Twitter for small business is important as a communication tool with current customers and followers.

As a small business marketing manager, you have probably asked yourself, “So what can I do to get noticed?” I have one word for you. Engagement.  When using Twitter, this includes likes, retweets, replies, mentions, and follows.  Engagement helps keep your Twitter followers entertained and interested in what your company has to offer.  Don’t keep your followers engaged, and they will consequently hit that dreaded “Unfollow” button.  Too many unfollow clicks and it would feel like all your hard work was for nothing.  That would be completely devastating.

What are some best practices to excel in engagement?

1. Keep Followers Interested using Twitter

An important practice is to provide the right mix of business and fun to posts.  Relevant content helps to keep followers interested.  Posting visuals like images, videos, and GIFs adds a touch of personality.  As a result, it could lead to higher Tweet engagement.  The tweet below from Blue Bottle Coffee (@bluebottleroast) features an image of an adorable puppy next to a cup of delicious iced coffee.  This photo catches the eyes of followers while advertising the company’s product; it’s a win, win!

2. Listen to Your Customers

Using Twitter for small business is a great place to monitor questions, comments, and concerns from customers.  It is important to understand your followers because it will help you predict their wants and needs.  This post also on Blue Bottle Coffee’s Twitter shows a successful exchange between a customer who left behind their freshly brewed latte.  The company replied saying that they would refund her the cost of her lost coffee.  As a result, the company is creating a loyal customer by going above and beyond the call of duty.  Tweets and replies reflect back on your business so they should stay in line with your company mission and values.  It is important to regularly check mentions and replies to stay ahead of the game. Even a short thank you message can go a long way.

Laptop with charts to show example metrics of using Twitter.

 3. Include Relevant Hashtags

Hashtags are especially relevant.  They are one main way to search for current events on Twitter.  Companies should research what their audience is talking about. The site Hashtagify provides helpful information on current hashtags.  Using too many hashtags in a post can actually hurt your engagement.  Because hashtags are used in some of the most popular talked-about events, utilizing them in posts is important.  It allows others to find you.  This helps increase engagement and awareness of the brand because your brand is building awareness.

In conclusion, it is frustrating to create loads of content that do not result in positive metrics.  Following the above practices is a good way to get started on engaging with new followers.  These new followers have the potential to turn into long-time and loyal customers.

Have a best practice to add that works for you? What are your thoughts on Twitter engagement? Let me know in the comments!


Category: Advanced Tactics