I cannot overstate how important it is that you refrain from using Twitter to put forth a relentless stream of "buy my product" blasts into cyberspace. Certainly, the Twitter community is well aware of the business and networking potential from the tool. Twitter was, after all, created by Jack Dorsey to reply to a pressing business need shared by taxicab companies around the globe. However, those who use Twitter for more social purposes also want to be able to make use of the tool without a lot of high-pressure sales tactics coming at them every which way.
Think of how uncomfortable you feel when you walk into a store and a salesperson immediately begins to follow you around, incessantly prattling on about this great product and that good deal and the limited-time offer you simply must take advantage of today. Odds are that within five minutes of browsing, you need to jump out of the store window simply to escape the trap you've unwittingly wandered into. With Twitter, you need to similarly welcome people to your tweet stream but then permit them to "browse a bit," so to speak, giving them opportunity to request more information when they're ready for it.
Beyond assuring your Twitter followers that you're not an aggressive, ankle-biting salesperson, you should also engage them in a way that welcomes them to discover more about you - not only about your product or service. After all, good business isn't about hard, emotionless sales pitches or shrill, in-your-face product announcements. It's about people engaging with other people to conduct transactions or another such exchanges.
As such, when you're tweeting, present yourself like a real person with real interests. Let your followers know you've genuine curiosity about them and care for them. You needn't be patronizing or otherwise insincere; just be engaged. Here are a few things to think about as you look to get a little bit more "personal" when conducting business via Twitter:
Find common ground. Whenever possible and practical, attempt to post updates that will be universally enjoyed and understood by your followers. Listen to your followers via their responses to determine which you have in common with them and touch on such matters on a regular - though certainly not daily - basis.
Strive to make your business or brand more "human." This is key to genuinely winning the hearts and minds of your followers, who someday might become your customers or clients. Engage with them on a personal level, as well as consider publishing a humanistic "mission statement" about your business somewhere on your blog or website (but don't attempt to tweet that!). As you tweet, keep your mission statement at the forefront of your mind and allow it to penetrate some of your updates.
Share private information, but not private details. Remember that Twitter is a public forum, so avoid sharing private details about your life or the lives of others with your list of followers. If you feel the need to speak on a deeper level having a follower, take that communication from the public page by using the direct message feature.
Do you need a disclaimer? If you feel you need to consider a stance with an issue that has proven controversial or polarizing, you may wish to add a disclaimer to your related tweets on the subject. Better yet, if you think your assertions could fan some flames of furor, ask yourself if it is really necessary to post them and risk alienating a big portion of your audience.
While the important thing to success on Twitter is reaching a wide audience to increase your business or brand visibility, remember that will still be a social setting. Respect the very fact that some people are on Twitter simply to connect and commune. If you skillfully blend a bit of "you" into your business, you'll find you attract and retain followers that's truly interested in that which you have to offer.
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