Thoughts and inspirations from

WHY DEVELOPING A TWITTER

COMMUNICATION STRATEGY IS

IMPORTANT FOR YOUR BUSINESS

Twitter is one of the most popular social media outlets today, which makes it vitally important that your business’s marketing team take full advantage.

Your business should have a Twitter communication strategy document, designed to guide all you say and do with your company’s Twitter account—this is especially important to have if you are not a social media expert but must still run your business’s Twitter account!

Next, we’ll explain what a Twitter communication strategy document is, and how you can create one.

INTRODUCTION

Communication strategy is a plan of attack for any type of communication or interaction with your audience on a given network or channel (for our purposes, on Twitter).

Your strategy will include information on what types of tweets and retweets you will send and how you will engage with your followers based on the situation, and will likely include details on the tone and voice you want to achieve with your account.

Simply put: your communication strategy lets you create a detailed and intelligent plan in advance, which you can lean on when you are crunched for time and need to post someone on Twitter quickly.

WHAT IS COMMUNICATION STRATEGY?

There are two main reasons why you should have a communication strategy for your business’s Twitter usage: First, because of the sheer importance of Twitter as a

platform and staple marketing tool for modern businesses. Second, you will find that the preparation and organisation

gained from creating this document will keep your Twitter account’s content and activity consistent (even if multiple people post content on it) and, as we’ve mentioned before, will come in handy if you find yourself in a fire drill and need to send a quick and thoughtful response—to a disgruntled customer, for example.

WHY SHOULD YOU CREATE A TWITTER COMMUNICATION

STRATEGY?

While the specific contents of a content strategy document will vary on your business’s goals and the type of business you have, the high-level features that you’ll need to address transcend these details.

To begin creating a communication strategy of your own, you’ll want to start by asking yourself the following questions about how you plan to use Twitter to benefit your business: How can you attract customers with Twitter? Do you want to drive people to your website? How will you

do it? What is your purpose for using Twitter?

WHAT WILL YOUR COMMUNICATION STRATEGY LOOK LIKE?

Once you have those questions answered, you should begin answering some specific questions about how you will use Twitter: How will you respond to positive interactions, such as

retweets and @ mentions? How will you respond to negative interactions? If you

respond (you should!), will you respond publicly or privately first?

Who will you follow? Who will you interact with via retweets and favouriting of

tweets? Which types of trending hashtags and topic will you engage

with?

CREATING YOUR COMMUNICATION STRATEGY