It is important to think about why to tweet. No doubt you're already planning and plotting your tweets, your eyes open to the depth behind those seemingly simple 140 characters. But before you appear too far ahead at getting started in your tweeting, take one more look at the purpose of your tweets to make very sure that you have a solid knowledge of why you'll tweet and whether your intended messages will be greeted warmly or coolly by your potential followers.
First and foremost, you need to recognize that every tweet counts on Twitter. Because this is an open and, at this moment, free-to-use platform, it's easy to digress into the aimless sort of yakking and yammering that causes many in the business world to brand Twitter like a high-tech henhouse of sorts. The process, then, is to consider every tweet you'll broadcast as though it has a price tag affixed to it.
Consider how you'd use each message if you had to pay to transmit it, because the fact is that wasted or unwarranted tweets might resonate so poorly with your readers that they decide to "unfollow" you. In the business realm, a lost follower can be equated to a lost customer, who will no longer shop for your offerings. In a manner of speaking, then, a misplaced or otherwise misused tweet could be expensive for you in the end. Treat each tweet as though it has a cost, and you'll be sure to make the most of every word in every message.
Next, be genuine in your tweeting. If your purpose is to grow your followers - again, your customer base - then you will want to be honest and original in your tweeting. If you are struggling to sound sincere, your followers will detect it quickly. How can you maintain sincerity?
Simply enough, ensure you're clear about why you will be using Twitter - that is, to achieve out and candidly engage with your followers and customers - and when you faithfully offer immediate access to you and your business, you will be compelled to operate sincerely lest you lose your customers' trust and loyalty.
Tweet what you know, what you feel, and what you believe. Ask yourself if you believe what you are tweeting and if you're truly interested in receiving responses and feedback. If the answer is yes, you can tweet comfortably and confidently toward your goals. If you are uncertain, you might need to carry on refining your purpose in using Twitter for your business.
Once you gain some comfort with tweeting, consider if your messages are useful, compelling, and interesting. While you don't need to pound your followers by having an unending litany of messages meant to coerce them all to sing the praises of your business or your brand, you need to determine if your tweets offer your audience either information they are able to use or thoughts that might engage them in discussion. If you're not certain, you can even ask your followers, Tell me if yesterday's post about [subject] was helpful to you. Yes, or did you'd like to learn more? Trust me, they'll let you know, and you'll either gain the reassurance you needed or you will find it's time to sharpen your message.
Obviously, you don't necessarily need to inquire about a direct question to evaluate whether your messages are earning an impact. A simple look at the number of responses your tweets receive, the "response ratio," can tell you if you're effecting the type of dialogue and interaction you desired or expected. Have patience in the early going, because you'll be finding your style while others is going to be finding you. If, after having established yourself on Twitter, you find a sudden drop in your response ratio, something's gone astray in your overall messaging.
Know what it was and do something to correct it. By all means, you also could discover that your followership and response ratio have suddenly spiked. Definitely evaluate which prompted your sudden increase in popularity and do more of it (and bottle it, if you can).
In the end, if you're providing a value towards the Twitterverse by way of your presence and messaging, the community will respond. The goal is to know what value you want to offer your followers going in and be clear about what steps you will take to become a tweeter of great interest, and maybe even impact.
If this sounds lofty inside the context of using Twitter in a business setting, consider how you felt the last time a business, service, or product made a positive impact on your life; you most likely wanted to meet the person or people behind it, shake their hand, and thank them for that good experience. With Twitter, you literally have that opportunity at your fingertips. You choose what goal you need to achieve, what impact or influence you want to have, and then let these objectives guide you as you ready yourself for tweeting over the Twitterverse.
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