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Brent Gleeson’s Tactical Tips for Tweeting

Gleeson emphasizes the importance of technology as companies and brands try to improve their communication with their varied audiences.While there are countless tools aimed at streamlining Twitter, Gleeson wanted to remind people to focus on the basics.

With all the talk about Twitter, you may be surprised to find that many companies still vastly underuse the social media giant. This was the subject of Forbes contributor Brent Gleeson’s article, “10 Tips for Tactical Tweeting.” In it, Gleeson emphasizes the importance of technology as companies and brands try to improve their communication with their varied audiences.While there are countless tools aimed at streamlining Twitter, Gleeson wanted to remind people to focus on the basics. He offered tips on how to effectively and efficiently use Twitter to reach your audience; we’ve summarized a few of the main ones below.

What Are Your Goals?

It’s important to determine your goals before starting any social media campaign. It’s not enough to simply try it because your competitors are using it. Invest the time into developing a social media strategy with realistic expectations. Set goals and commit to being consistent with your posts.

Who Is Your Audience?

After you’ve defined your goals, the next step is determining whom you want to reach. Don’t treat social media as a source for lead generation. Instead, look at it as a tool to develop your brand identity, engage with your audience and build trust. As Gleeson says, “New business opportunities will not come without building trust, and trust can only be developed by adding real value. If you come in guns blazing with a sales pitch every time you post, you will fail.”

Be Quiet, and Listen

Once you’ve determined your target market, start following the influential people who belong to that audience. Pay close attention to what they’re posting and their engagement with other users. Are they sharing other people’s posts, their own or maybe a combination of both? How active do they respond to tweets and messages? It’s important to take a cue from the prominent people in your market, so you can utilize Twitter and engage your audience in a similar fashion.

Build a Following

Developing a following takes a lot of hard work; it doesn’t just grow organically. Twitter offers endless opportunities for engagement, but remember it’s a give-and-take relationship. Retweet, comment and share other Twitter users’ content. Gleeson suggests doing this about four times for every one time you post something professional — even if it’s just a blog post you wrote.

Make Your Content Great

It’s time to start posting! As you’ve noticed from observing your audience and Twitter superstars, to have effective tweets you must utilize Twitter #hashtags to curate and identify your content. Twitter is a great content curator and distributor; to get noticed, make sure your content is relevant and, as we mentioned earlier, steers away from a sales pitch. Spice up your tweets by including not only blog posts, but also by sharing videos, eBooks and infographics. This will ensure that you engage your audience through a wide range of knowledge sharing.

Leverage Outside Opportunities

Promote your Twitter account in advertising, the paper and at community events. Seize every exposure opportunity, and you can expect to see an increase in followers.

Include the Higher Ups

According to Gleeson, studies show that companies that have high-level executives tweet are held in higher regard. It helps grow brand identity and increase brand trust. Include these higher ups, but encourage other team members to be active as well.

Use Twitter as a PR Tool

By nature, Twitter is a great networking tool and it’s the perfect platform for reaching out to influential community members, who can help tell your story. Of course, it’s integral that you connect and build a trusting relationship before asking anything from them. A strong and engaged relationship is enough to enhance your cred and social standing in the Twitterverse.