How to Optimize Your Brand’s Twitter Presence [infographic]

Throughout 2012, an average of +190 million tweets have been sent out daily and the number of users have grown from 106 millions end of 2010 to +500 millions during 2012. Just imagine that! And like Facebook users, 50% of the Twitter users access the network via mobile. This means that your Twitter followers will tweet and RT anywhere, anytime – and they’ll expect you to be ready. In the following blog post, I will share some pointers on the basics that brands will have to understand in order to engage successfully on Twitter.

 

 

The price of Twitter followers

In last year’s case on PhoneDog vs. former employee Noah Kravitz, the price of Twitter followers to a company was negotiated heavily. When Kravitz left PhoneDog for a rivalling company, he also took away the 17,000 followers connected to his Twitter account. Followers who were now receiving his tweets about the rival instead of PhoneDog. The court decided that Kravitz was entitled to his followers and was not to pay the suggested $2.50/follower to PhoneDog.

What does this tell us about the way some brands see followers on Twitter? Well, one thing is certain: PhoneDog understood the importance of having followers – but not the essence of interacting with potential customers on social media.

 

Understanding your customers

Following someone on Twitter or liking a brand on Facebook does not mean that you’re a potential customer of a brand’s product. If the news flow and content isn’t interesting or relevant, you will most likely unfollow, unlike or simply ignore the brand. What Kravitz probably had done, was to give the PhoneDog followers the information they were looking for, which is why his account became so popular. So, even if the court had ruled against Kravitz, PhoneDog would not actually have won the case, unless they understood how to carry on the flow of content and interaction Kravitz had provided.

As with any other social media channel, Twitter is all about providing relevant information in a way that speaks to your target group. Having only 140 characters at your service, you have to offer the information, response and interaction both appropriate to your brand’s tone of voice as well as your followers’ expectations.

 

A helping hand to brands

The following miniature infographic from Mediabistro (based on tips from Twitter) is quick and very helpful guide on how to navigate your brand account on Twitter in order to secure that you will not end up in the same situation as PhoneDog. To win this game, you, as a brand and company, have to bring your A-game. You have to care about your followers before they will start caring about you:

 

 

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.