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 According to the research, companies that use heavy humor in their content sound outdated to consumers.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

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.