But a successful Twitter presence takes more than just a library of pre-written one liners. Here are a few lessons you can learn from some notable brands who are seeing success via tweet.
The beloved big box store implements many of the standard best practices for Twitter – the brand retweets customers going on Target runs, utilises hashtags, runs polls, posts, GIFs, and engages with its customers. Lately, the brand has been pushing its #TargetRun campaign, which encourages shoppers to tweet about their trips.
By sharing in the joy of their shopping experience, and communicating with their audience around this, Target creates more hype around their campaign, and encourages more user generated content based on their “run” images.
The tech giant is known for its unique marketing approach, and the way it uses Twitter certainly makes it stand out. Go to Apple’s Twitter profile, and you will see a profile pic, a cover photo and that is it. You are greeted with “@Apple hasn’t Tweeted” message, yet the account is verified. Apple does two unique things on Twitter.
First, it runs everything dark with promoted tweets. Carefully curated and targeted, videos will appear in users’ timelines during and after product announcements and launches. This may be a little different now with Twitter’s new ad transparency tools, but what it means is that Apple does tweet, just not on its profile, and not organically. Second, it runs several branded Twitter accounts, including those for iTunes, Apple Music and The App Store.
Doing this means the main @Apple account can remain mysterious and exclusive – right in line with the Apple brand. Through a lack of tweets, in difference to most other big brands, Apple is able to generate interest, while also cutting out the noise and any negative conversation, allowing its products and channels to clearly deliver the messaging it wants to convey.
As Uber’s biggest competitor, Lyft positions itself as socially responsible, and turned into the communities it serves. A recent campaign the brand is running is #TheRideToVote – in its research, Lyft identified lack of transportation as a reason why over 15 million people couldn’t vote in24 the 2016 US presidential election. As a result, the brand is planning too offer 50% off rides for the upcoming midterms, and is using Twitter to get the word out.
The campaign is topical, based on a major trending issue, and as you can see from the retweet count, has already gained significant traction. Lyft’s campaign underlines the need to be aware of relevant news issues, and considering how they can relate to your business. and while it may cost Lyft some to offer significant discounts, that loss will likely be offset by the brand benefits of the press coverage gleaned by the campaign.