On Twitter, companies can engage authentically with consumers and create communities of their target audiences.
When it comes to improving brand perception and presence on the platform, there are a few different strategies that businesses can use.
Twitter recently released a report on how its users perceive the behavior of brands on the platform, as well as how those perceptions and behaviors have changed.
The report was created to help companies understand what their consumers are expecting on the platform, and how companies can create a brand presence on Twitter that’s authentic for consumers.
Brand Tone
Most companies understand the importance of establishing a unique tone and voice for themselves on social media.
To learn whether certain companies’ brands sound the same across the board in their industries, Twitter removed any identifying elements from a number of tweets from big brands and then asked its users to guess which company had written those tweets.
The report stated that very few people managed to guess correctly. According to research from Twitter, not a lot of companies use unique voices when sharing content on the platform.
In fact, in the last few years, many companies have started using similar keywords in their tweets, which means they sound the same to many consumers. According to the research, companies that use heavy humor in their content sound outdated to consumers.
However, that doesn’t mean businesses shouldn’t be using humor or telling jokes on the platform. It simply means that when a situation demands a serious tone, the company should be able to respond in a serious way.
Inclusive Communities
Users on Twitter expect companies to lean into the diversity of their target audiences, and to use a brand voice that reflects that diversity.
While many companies cater to diverse communities, instead of acknowledging these distinct identities, many companies tend to group people together.
A great strategy for addressing distinct communities on Twitter is for companies to be specific and respectful in their messaging.
Companies should also show their support, and position themselves as allies consistently, instead of simply addressing select communities during each group’s designated month or week during the year.
Addressing Social Topics
Users on Twitter have started expecting most brands to support social causes and to engage in conversations about those causes.
However most of the time, companies aren’t really sure if it’s a good idea to speak up on a social issue, or how to start those conversations.
Most of the time, it’s smart to contribute to social topics, as many consumers on Twitter believe that companies should be speaking about cultural and social issues, current affairs, or cultural holidays.
It’s important to remember that consumers don’t want to see the same message being parroted by every brand they come across because this will make their content seem insincere.
What consumers want to see from brands on those topics is for them to explore the subjects in meaningful ways.
