Leveraging your Twitter Community

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We all know the value of having a strong social media community. Not only is a community an indication of a brand’s credibility, but it also gives the brand a purpose and keeps it accountable to its audiences. This week on the chat, we asked Tweepsmap’s Director of Marketing, Jon Wesselink, how brands can leverage their Twitter community. Here’s a summary of our chat.

Guest: Jon Wesselink
Topic: Leveraging your Twitter community
Format: Eight questions directed at the guest. Everyone’s welcome to share.

Q1: How do you establish long-term relationships with your community?

To establish long-term relationships with your community, use your analytics and social media monitoring tools to identify distinct interests that your community members share. Then, use those insights to engage with them. This results in genuine conversations that lead to trust and longer-term friendships.

As our friends from VirtuDesk added, you should also be present and constantly engaging with your audience. Offer valuable content, and support community members.

Q2: What are some ways to measure your engagements over time?

Our guest works for Tweepsmap, a tool that helps you analyze your Twitter activity extensively. As a regular user, our guest told us how he compares strategies that have worked for him over the years. He filters his data by link clicks, topics, and keywords, and also categorizes his audience by demography and interests.

Madalyn also pointed out the importance of having clear goals for your analytics. When it comes to data, there’s always an abundance of metrics you can track and obsess over. However, if you don’t have clearly defined goals, you may be tracking the wrong type of data, and missing the important stuff.

Q3: How do you identify prospects on Twitter that you can build a connection with?

Tweepsmap’s targeted followers functionality allows you to search prospects based on topics, follower counts, keywords in their bio, language, activity, and so much more. This is a good way to find people who may be interested in connecting with you.

Lance also suggested participating in other people’s conversations actively as a way to identify new prospects. For instance, if you’re in a Twitter chat or a Space, join in on what others are saying. Respond to their discussion with an intention to contribute genuinely. This way, you’ll meet a lot of new people who’ll be more agreeable to hearing from you and building a relationship.

Q4: How do you go about creating customized content for various segments of your audience?

To create customized content, you should first know what types of content each group in your audience prefers. As our guest explained, for the Tweepsmap account, he segments his audience into subgroups based on interests, geography, topics, and demography to identify unique subgroups. Once he does that, he can easily create separate content for each segment—whether to test new products or to improve advertising targeting. Have a look at this video that Jon shared to learn how you can also segment your audience.

As our friends from GiveWP pointed out, understanding what your audience wants from you is critical for creating well-performing custom content. Use your website and social media analytics tools to understand your ideal customer journey and create content for every stage in that journey.

Q5: How can you increase exposure to your Twitter threads?

A good way to improve exposure to your threads is to schedule them in advance so they go out at prime times. As our guest suggested, you can also post threads that span across days, weeks, or months so you get constant exposure to every tweet in a thread. Here’s more on how you can schedule threads on Tweepsmap.

Our friends from Advanced Digital Marketing offered a few more ideas, including adding relevant hashtags to every tweet in the thread, asking open-ended questions that encourage people to respond and engage, and pinning threads so they’re noticed every time someone visits your profile.

Q6: How can Twitter polls help you connect with your audience?

Polls are a great way to hear your audience’s preferences directly from them. Polls help you identify what type of content people want, which format they want it in, and when they’re most interested in engaging with you.

If you’re using Tweepsmap, you can also schedule polls in advance, giving you enough time to mull over and rephrase them if necessary.

As Pavel pointed out, polls are also a good way to start an interaction with your audience. If you see that someone’s responded to a poll, share follow-up thoughts to get people to respond and share their own ideas.

Q7: How do you optimize your Twitter content to reach the right audience at the right time?

For starters, our guest said he’d schedule optimized content based on what’s trending in each city or region. This way, not only does he address local topics and interests, but he also does it in local time zones. As our guest pointed out, filtering by geography is just as important to him as filtering by interest.

When you’re speaking to a wider audience, along with local trends, it’s also important to know local habits and preferred hashtags, as Madalyn reminded us. Some social media management tools also suggest the best times to post based on previous engagement data. Do your own research, too—compare your tweets’ performance on various days of the week and times of the day to identify the sweet spot for your audience.

Q8: What tool(s) do you recommend for analytics/social monitoring?

Our guest recommends using Tweepsmap, not only as its Director of Marketing but also as an active user. He pointed out that the tool offers features that almost no other social media management tool does.

Tweepsmap has allowed him to create customized content that his audience appreciates, and optimize the brand’s content calendar with comprehensive threads and well-timed polls.

If you’re keen to leverage threads, have a look at Neil Parekh’s profile. His threads are known for being comprehensive and easy to consume. You can also check out this #TwitterSmarter chat summary from when Neil was our guest. We spoke about best practices for creating threads.

Tweepsmap can be a handy tool in your back pocket that helps you go the extra mile in your social media management. Go on, give it a shot.

Other favorite tools our chat participants shared included Twitter’s own built-in analytics, spreadsheets, Microsoft Power BI for its graphical representations, Hootsuite, Hubspot, and Brand24.

Well folks, that’s all from me this week. Thanks for reading through and for more great insights from our chat with Jon, have a look at this Twitter thread. If you like this summary, you’ll love the real-time chat. Join us next Thursday at 1 pm ET for #TwitterSmarter. We also have an after-chat on Twitter Spaces at 5 pm ET. See you there!

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About me, Narmadhaa:

I write all the things—marketing stuff to pay the bills; haiku and short stories so I feel wholesome. A social media enthusiast, I hang out with the #TwitterSmarter chat crew, and am always happy to take on writing gigs.

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