Social media, especially Twitter, requires a lot of effort in order to extract business value. But with over 200 million active users, the probability that your prospects, leads, and customers are using the Twitter is high. This means conversations that could drive business value are happening; they're just surrounded by irrelevant clutter.
So how can marketers navigate this social network and prioritize their time so they're only reviewing the tweets that are most important to them? The key is dissecting the Twitterverse into specific segments that are most relevant to your business and using your marketing data to create those groups. And we're going to tell you how.
Let's take a simple case: Wouldn't it be great if your social media manager spent more time tweeting at your leads instead of combing through tons of off-topic posts? Yes, I mean exclusively interacting with people who have already showed interest in your company, perhaps to help guide them further down your marketing funnel. If you knew who on Twitter fit into that specific segment, you could get so much more value out of your social media efforts by focusing more time on that important group of people.
The following list is full of social media tips to help you focus your social media efforts on the right conversations and interactions. We'll describe how a marketer can implement each tip, as well as how a current HubSpot customer could do it using our new social media monitoring tool, Social Inbox. By focusing on targeted Twitter activities like these, you're sure to get more business value out of your time in social media.
10 Social Media Tips to Get More Business Value From Twitter
1) Monitor and thank your current sales opportunities who are reacting to your content on Twitter.
As you can imagine, how you communicate with someone who is currently considering your product or service should be different than how you talk to a random person in your network. You should focus on building rapport and strengthening your relationship with your opportunities, and you can do that by paying attention and being gracious.
In the event one of your opportunities comments on, shares, or replies to a piece of your content on Twitter, you should respond. Thank the person, ask them what they learned, or share their tweet with your own followers. In order to find and follow these people in the first place, export a list of your current opportunities and add them to a Twitter List on Twitter.com. Then check in on them every day.
HubSpot customers can easily do this in their Social Inbox by creating a list of their opportunities in HubSpot (perhaps by segmenting by lifecycle stage), and then setting Social Inbox to monitor the tweets of those people in that list. You can also specify that you only want to see messages containing certain keywords, like your company name or your blog. Now you'll see whenever an opportunity mentions you, so you can follow up.
2) Tweet "welcome aboard" messages to new customers who have signed up for your product or service.
3) Add a Twitter username field to your forms.
4) Connect with users in a particular geographic location.
On my way to #SMSSummit New York for day two! Speaking on social + lead gen at 3pm.— Rebecca Corliss (@repcor) June 12, 2013
Social Inbox helps HubSpot customers target geographic areas through its option to create streams of people exclusive to specific locations. For example, if you were a building contractor who wanted to interact with users in Massachusetts about home improvement projects, you could set up that query in Social Inbox and use it to focus your efforts.
5) Monitor customers who tweet "help" or "support."
6) Monitor your most successful long-tail keywords in social media.
7) Check out your leads' most recent tweets prior to jumping on a sales call.
8) Follow people who have viewed your product or pricing pages.
Wouldn't it be great to use social media to target people who have taken certain actions on your website? Perhaps you have a collection of leads that keeps viewing your pricing page, but haven't yet taken the plunge to purchase your product.
9) Collect positive customer tweets about your products/services, and use them as testimonials.
In which I give the biggest unsolicited plug ever for @HubSpot's Social Inbox -ow.ly/mkYwE— Zack Bridges (@z_bridges) June 26, 2013
10) Monitor leads who mention your competitors' names.
Originally published Jul 1, 2013 12:30:00 PM, updated July 28 2017