Twitter has undoubtedly taken social media to an entire new level. By taking a little bit of everything and putting it into 140 or less characters allows users to get straight to the point with their message. The beautiful part about Twitter is it makes users think about how and what to tweet. Unlike other social platforms like Facebook or Instagram where you aren’t limited to a certain length of writing, Twitter makes you dig deeper to find a more meaningful point. There is no beating around the bush, you have a few sentences at most to impress your audience, and if it doesn’t stick with them, you might not have an audience. As Aaron Lee suggests, engage people early on.1
No brand can find immense success without an active and well thought out plan to attract a certain audience. You have to cultivate a voice, according to Jill Duffy, and create an identity.2 This identity will ultimately be who you or your company is to all users. It is what defines your goals of attaining an audience and attracting them to your brand. Build your Twitter equity and credibility, says Michael Brito.3 Credibility will define your brand, because social media can expose it. Users aren’t settling for faux profiles or inconsistent tweets. The Twitter universe is now seeing through the faux situations and once one person sees it, it spreads like wildfires. All it takes is a simple retweet, quote and a hashtag and your credibility that was once there, slowly diminishes.
Speaking of poor brand decisions, there are some Twitter failures that might turn out to be ever so important to note when strategizing. One big one is inconsistent tweeting. There is nothing like a brand or person contradicting a prior statement. Do they fail to realize that we see through the “fakeness?” It needs to be approached with your audience in mind. Without an audience, there is no brand to sell on any social media platform. Engage with Twitter followers, acknowledge there comments and actions, and react in a positive manner. Never fail to listen/respond to your consumers, ultimately they are the determining factor in whether the brand succeeds or fails on Twitter.
Have you run across a Twitter brand/profile that sends contradicting messages? If so, how do you react to them?
As I spoke of how something on Twitter can spread like wildfire, do you actively look at current “Trends” on Twitter? If so, do you participate in the conversation?
What specifically catches your eye on tweets and engages you enough to want to know more?
 Lee, A. (2012, August 08). If i could start twitter all over again, what would i have done differently?. Retrieved from http://askaaronlee.com/start-twitter-over-again/
 Duffy, J. (2013, April 16). How to use twitter for business. Retrieved from http://www.pcmag.com/article2/0,2817,2417634,00.asp
 Brito, M. (2009, June 24). 10 twitter best practices for brands. Retrieved from http://mashable.com/2009/06/24/twitter-brand-best-practices/