What’s your Twitter personality? | Daily Journal of Commerce #SoulcialMe

Penny Williams

The question no longer is which platform is going to win the social media race; they’ve all won. Social media is here to stay and continues to evolve at a rapid rate.

With so many options now available, it’s important to realize that not all programs are created equal. Twitter, Facebook, Google +, LinkedIn, etc. all have unique uses and therefore require a unique approach and voice. As with all marketing, it’s important to know the audience, thoroughly understand the medium being used and communicate with a consistent voice.

Voice becomes a crucial tool on a platform such as Twitter. It may help to think of a Twitter account as a separate personality. Should humor be used to get a point across or is a more serious tone appropriate? Will posts be lighthearted or authoritative?

Whichever is chosen, be sure that the voice reflects the company’s culture and current marketing message. There may be several people running this account, but once these decisions are made, consistency can be achieved no matter who is tweeting.

Keep in mind that it’s possible to have a bad virtual personality. Here are four common Twitter personality disorders to avoid:

The salesman

Social media is not a platform for direct sales. A salesperson can be spotted a mile away. Unless a business is marketing to a consumer firm, keep the infomercials to a minimum. That’s not to say sales or coupons can’t ever be mentioned; just make sure they’re not the only things being touted on Twitter.

The snob

Social media is all about interaction. It takes two parties to interact and someone who does not respond to followers is likely to lose them. It is understandable not having time to respond to every post, but even something as simple as a re-tweet shows followers you’re paying attention.

Start conversations with followers. Constantly talking about yourself sounds the same on Twitter as it does in person.

Utilize a social network like a face-to-face networking group. Imagine introducing yourself at a networking event, telling someone all about yourself and then walking away just as the person was about to speak. I guarantee that wouldn’t make a good impression.

The repeat offender

Don’t repeat the same tweet too many times. Followers do have memories. If they feel like there’s a robot behind the reins, a message will quickly become impersonal. It’s OK to repeat subject matter, but find a unique way of saying it each time.

The wallflower

Firms often are afraid to post anything besides project information or awards. Twitter is meant to be both entertaining and informative. Don’t be afraid to show followers the firm’s human side. Clients want to work with people they like. This is a great platform to loosen the tie a little and show some personality.

A wallflower also can be mistaken for a snob. Don’t let uncertainty be mistaken for a lack of interest. Twitter, and social media in general, is meant to be social. If the firm isn’t ready to interact and converse, this may not be the right platform.

It’s difficult to make an impression if the audience is not being engaged. Give people something of value to earn re-tweets and retain followers.

Twitter is an invaluable way to connect with current and potential clients. Poor planning or complete avoidance would be a huge missed opportunity.

What makes marketing such an exciting field is that it’s always changing. Never become comfortable and always be aware of new trends in communications. Twitter is simply one of the newest ways to communicate, and it can’t be ignored. Find your voice and “join the conversation” at www.twitter.com.

Penny Williams is a marketing coordinator for Harper Houf Peterson Righellis Inc. She has an extensive background in marketing, graphic design, event planning and account management. Contact her at 503-221-1131 or at pennyw@hhpr.com.

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