If you think Twitter is all about blasting your brand’s voice, you’ve got the platform all wrong. Sure, shooting out tweets is a good starting point, but how likely is it your brand will cut through the noise and be heard without a little strategic finesse?
Twitter search is the best way of finding what’s out there, and determining what sort of conversations your brand needs to influence and be a part of. Here are 3 search tips to get your Twitter use up to max power:
1. Search Your Brand Name Or Product(s)
By searching your brand name on Twitter you’ll get a get a ton of feedback from customers. It’s really an amazing market research tool when used intelligently.
However, at times you will find negative reactions to your company by searching the chatter. The reality is most Twitter users won’t actually use your brand’s Twitter handle to get your attention, and will simply tweet their frustrations to their followers. It’s up to you to filter through the noise and discover what people have to say.
Listen, and proactively respond to these tweets in an empathetic manner. It’s a perfect opportunity to flip an angry consumer into your most zealous fan.
What if these tweets are positive?
It works wonders even if you’re getting a ton of positive Tweets too. Firstly, you’re getting a sense of what you are doing right, and what is captivating your consumer’s attention. Thank these Tweeps, take note and move accordingly.
If you have a company blog be sure to search your story title on Twitter and thank any users that might have linked out, but didn’t actually mention your company using your Twitter handle.
2. Search Competitors
Here’s where things get a little bit fun, even a little sneaky…
Twitter is great for competitor monitoring. On the daily, be sure to search your competitor’s name on Twitter. See what people love about their products, or the way they do business. If it’s an area in which you fall weak, transform that deficiency into your new wow factor.
If a user tweets something frustrating about your competitor, acknowledge their frustration and find a way to lure them to your side of the business. This could involve a special discount, special incentives, or even free giveaways. Tread lightly on this tactic, and have a PR plan ready in case your competitor decides to do the same with your negative customer reviews. Things could get a little heated.
If the search results are overwhelming try a few variations to your search such as:
“Competitor’s Name” + Sucks
I hate + “Competitor’s Name”
“Competitor’s feature” + “Competitor’s Name”
Don’t limit your search to a competitor’s name either, search the names of key executives, minor competitors, and more.
3. Search Keywords
Make a keyword list of all the terms relevant to your product, brand, industry, and services. Search these terms frequently to stay up-to-date on your industry happenings. This will also provide your Twitter account with relevant and valuable content to tweet to your followers.
If a user has an industry question, politely chime in with a useful response. Also, be sure to pay attention their profile, and make a brief comment about it. It communicates a higher degree of respect and consideration when you’ve actually taken the time to look at who they are. Your gesture won’t go unnoticed.
The more you do this, the more you’ll appear on your industry’s radar and establish your company as a thought leader in your field. It’s a great way to gain more influence.
Make a private Twitter list with industry execs and leaders. Keep tabs on the Tweeps you wish to connect with the most by sending subtle gestures every so often such as favoriting or Re-Tweeting one of their tweets. Week by week, month by month, they are sure to take notice. At some point use this activity as an excuse to interact in real life. This could be through a blog interview, connecting face to face at a marketing event, or anything else that connects your community manager with your influencer of interest.