Is Twitter Right for Your Small Business?

Does your business have a Twitter account that was set up in a flutter of excitement but hasn’t seen any action since your first few tweets? Are you now wondering if you’re missing out by not utilizing this popular medium?

Do some quick research to see if your competitors are perching on the platform. If they are, then it’s probably a good idea to figure out how to join them. The big question is whether it’s worth the effort and possible expense to have your song be heard over and above the cacophony of your competitors.

To answer this question, I flew around in circles on Google before going directly to the source. I pecked around the Twitter website and found a wealth of well-organized information, from how to craft your first tweet to the myriad ways of reaching highly targeted audiences organically and in conjunction with paid advertising.

In their user’s guide, Twitter Business chirps about users actively engaging with brands more often than on other social platforms. This is the case because Twitter use is based on people following topics they are interested in, so if your message speaks to them, you will likely find a captive audience here.

Twitter is a great place for companies to leverage current trends or events, if doing so makes sense for their industries. Some businesses also use this platform as a customer service vehicle for feedback and ongoing discussions with people.

One more point to consider is the fact that highly successful Twitter campaigns have an edgier tone. Tweets from your business are more likely to be “heard” if they are entertaining, clever, or cheeky, if you will. If this tone works for your type of business, then this can be a fresh way to boost awareness and sales.

Like other major social platforms, Twitter offers paid advertising. This comes in the form of Promoted Tweets, Promoted Accounts and Promoted Trends. Promoted Tweets are strategically placed to reach a wider audience. Promoted Accounts show up as suggestions for people to follow and are shown to those in your target audience in order to boost your number of followers. Promoted Trends are used to launch something new or connect to what’s happening at the moment. All three types of ads are labelled as being promoted so users can respond accordingly, either by giving feedback to Twitter if they are not of interest or by engaging with your Tweet and possibly becoming a follower.

A small business who is budget-conscious can start with a free account and move to paid ads once they have a base of followers. Alternately, if they have the resources, a business can start right in with paid advertising and gain followers that much faster. Now that you know some of the ins and outs of joining the flock, is Twitter a good fit for your company? The answer depends on your type of business, how active you are willing to be, and if you can dedicate some budget for advertising on the network