By: Jenifer Wetterau

Using social media to build brand awareness is the number one goal of most social media marketers and Twitter is a fantastic platform to establish yourself as an expert in your field, but only if used efficiently. It isn’t about the number of followers you have, but rather about building a community of engaged followers who are passionate about your industry and who hopefully become passionate about your brand. If you want people to follow you, you really have to make sure your profile is follow-worthy.


Populate your page with informative content that will set you apart as an expert and be beneficial to your community. Measure your value by monitoring retweets: if at least 1 in 5 of your tweets is not getting retweeted, you are not providing real value and need to revise your content strategy.

Before tweeting, ask yourself:

• Is it relevant to my target audience?

• Is it informative?

• Does it position you as a resource?


It’s always in your best interest to pay attention to what your customers are tweeting about and to respond accordingly. Lead people to become emotionally invested through participation and strive for continuous, real-time engagement.

Ask questions and encourage your community to share opinions. This can help build an important bond between your brand and consumers, partially as a result of the Hawthorne Effect — the principle that people who are involved in research become more engaged because of the extra attention they receive.


Be a part of the flow of information. Join conversations to offer a more personalized appeal showing the human side of your brand. With greater importance placed on social media and content marketing (rather than TV advertising) than ever before, consumers are determining if they even see your brand’s messages. You need to create compelling campaigns to market with -rather than at – consumers.


Twitter is not for selling or blatant marketing. Don’t be a broken record repeatedly rattling off the company’s tagline. To best engage in the conversation, build awareness and keep in touch with your followers you should utilize the 4-1-1 rule:

The 4-1-1 rule for Twitter was popularized by Tippingpoint Labs and Joe Pulizzi, founder of Junta42 and the Content Marketing Institute. For every one self-serving tweet, you should retweet one relevant tweet and most importantly share four pieces of relevant content written by others.


Entertain to engage: promote interesting stories of the personalities behind your brand; start your own hashtag or meme; tweet links to culturally relevant photos, videos, podcasts, Infographics, etc. The point is to make a memorable, engaging topic spread faster and easier, mobilizing fans with emotion and inspiring them to become full-blown advocates.


Find popular hashtags relating to your content and integrate them in your tweets. Research hashtags to find users with similar interests and help build your community.


Optimize your tweets for search by incorporating keywords and key phrases.

Rather than just stating a fact or opinion, include links to where consumers can get the full picture.

Make sure your content is easy to share by leaving enough of the 140 character limit to include “RT” and “@” and “your user name character length”.


Twitter is about building relationships; it is about reciprocity. Show appreciation for mentions. Follow back. Retweet. Favorite. Repeat.

With 645,750,000 users, 500+ million tweets per day, and 2.1 billion Twitter search engine queries per day, this social platform offers vast opportunity to showcase your thought leadership and build meaningful relationships.

Do you have tips you can share when using twitter?  Are you getting the number of followers and retweets that you are seeking? As always, we welcome and comments and if you like what you read, be social and share.


Happy Tweeting!

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