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 According to the research, companies that use heavy humor in their content sound outdated to consumers.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.

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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.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.