Absolutely. I know—you’re wincing, but you’re not alone. Here’s the scenario: you’ve been tasked to use Twitter on behalf of your organization. This decision hasn’t been made lightly—it’s clear that your customers, business partners, and competitors are already using the platform, and it’s time that you join them. You’re excited but nervous to get started. You realize that you don’t know the first thing about hashtags or retweets, and your time is precious. Where do you begin?
What’s your strategy?
I know we’ve asked this question before, but it’s a simple one that deserves a dynamic, comprehensive answer. Your strategy for utilizing Twitter for your organization should be a direct extension of your current and future business goals. Companies use Twitter in many ways, from simple information sharing to full-service customer service. How does your organization want to use the platform? How can using Twitter support various areas of your business (customer service, market research, public relations, etc.)? And most importantly, what does success look like? Answering these will help you define a clear strategic framework for your time spent on Twitter and allow you to measure success.
Define your capabilities
The next step in tackling Twitter for your organization is to define your capabilities. Time management is key in utilizing the platform appropriately. Think of it this way: Twitter is a non-stop, worldwide cocktail party—will your schedule allow you to be mingling all day? Likely not. Be realistic and schedule your time on the platform. Keep in mind that conversations on Twitter are real-time, so it’s best to schedule five minutes here and there throughout your day. Remember, you’re communicating on behalf of your brand; it’s imperative that you’re vigilant and responsive.
Define your resources
There are many resources available to you that can support your organization’s Twitter strategy, several feature-rich and friendly desktop applications and many that can be synced to your mobile device to allow for updating on the go. Depending on your strategy, time management issues, and level of commitment, Catchfire can suggest the appropriate Twitter client that will best meet your needs.
Get educated
The last step in preparing for your foray into the Twitterverse is to get comfortable with the platform. In the past year, Twitter has experienced explosive growth, added new features, and has continued to evolve. Knowing the ins and outs of the platform before sending your first tweet will prepare you for everything that follows.
We know the concept of using Twitter for your organization can be overwhelming—strategy takes time and thought to clearly define. But, we can assure you that it’s well worth it. Companies that can attribute a real ROI to their efforts are those that have defined a strategic framework for their social media initiatives, and can measure their success within that framework.
