According to the most recent figures, there are roughly 500 million Twitter users, and 288 million of them use Twitter regularly. As these figures expand, your social media marketing strategy will have to undergo constant revision to reach your small sliver of the Twitter pie.
Whether you’re an old veteran or a newcomer, check out these six Twitter problems (and solutions) that should be a part of your spring-cleaning routine…
Problem: Unbalanced Following/Followers Ratio
There’s definitely a negative stigma on Twitter that says if you follow more users than you have followers, then you’re not “valuable.” Some Twitter users claim they couldn’t care less about this ratio, while others obviously have an obsessive-compulsive relationship with the figure (e.g., when you see someone has 779 followers and follows 778 Twitter accounts).
Solution: Flush the Non-Followers
If this is an issue that bothers you, there are a number of programs that can help you get rid of Twitter users that don’t follow you back. I recently used ManageFlitter, a free service that neatly displays users who aren’t following you back, as well as a ton of other cool data like ‘Talkative’, ‘Quiet’, ‘Non-English’, etc.
Problem: Following Inactive Users
… which brings us to Twitter Spring Cleaning Issue #2: those inactive users. Inactive users are drains on your Twitter profile. If you’re following someone who doesn’t engage, it’s time to drop the user.
Solution: Seek & Destroy
Again, I recommend ManageFlitter, but there are other popular programs out there like iUnfollow that can help you with this.
Problem: Haphazard, Irregular Tweeting
So, enough about everyone else. What about you? Are you one of those haphazard, irregular tweeters that releases a deluge of 140 character messages one week and is dead silent the next? As you might imagine, that kind of irregularity doesn’t work in your marketing strategy’s favor.
Solution: Editorial Calendar
An editorial calendar will become a near and dear friend for your social media marketing plan. Though I personally don’t leverage a full-blown editorial calendar, I do use HootSuite to schedule my posts. With the free version of HootSuite, I can set up my tweets for the day first thing in the morning, and then get to work.
Problem: No One Reads Your Tweets
Just because you are tweeting regularly now, it doesn’t follow that people are going to read them. In fact, if you’re not careful, your little genius editorial calendar will make you sound like a Twitter Bot (which might be the case if you truly never do spend any time on the site itself).
Solution: Know the Right Time to Post
The solution is knowing the right time to tweet. Programs like Timely can help you schedule tweets for “maximum impact.” Or, you can follow these best practices from Fusework Studios. A few surprising facts:
- Tweets on Saturday and Sunday see 17% more engagement compared to weekday tweets.
- Wednesday and Thursday are the days with the lowest rates of engagement.
Problem: Lack of Voice & Goals
Now the problems get a little more abstract. Many companies aren’t really sure why they’re on Twitter, as Darren Rowse (@problogger) points out. If you don’t have specific goals, your Twitter account isn’t going to grow or help you much at all outside of Twitter.
Solution: Designing Brand Voice & Goals
You wouldn’t schedule a meeting with a potential client without having goals. You wouldn’t send company representatives out into the field without giving them some talking points. So, why should Twitter be any different? Grab a cup of coffee, think, and actually write down some voice guidelines and goals. How do you want to be seen and what do you want to accomplish on Twitter? Seriously, go write this stuff down!
Problem: Your Fans Aren’t United
By this point, you should have a pretty clean and lean account with an editorial calendar, regular posting habits, and a distinct brand voice. But how do you get all of your followers and fans on board with you?
Solution: Create & Promote Hashtags
The answer is hashtags. By creating and actively promoting hashtags you can create buzz about your brand. However, be aware that you need to give fans an actual incentive to use your hashtag. For inspiration, allow me to point you over to Vitamin Water’s current #MakeBoringBrilliant campaign.
What are some of the core principles of your social media marketing strategy? Have any Twitter spring cleaning tips of your own?