As social media continues to grow as a crucial element in the marketing mix, Twitter is becoming an increasingly powerful tool for informing, influencing and engaging with your target audience. With the right approach, Twitter enables you to build a strong community of followers, to deliver real-time company news and opinion to a potentially wide audience. It is also an effective way to communicate with customers on a micro level, directly, with followers who may choose to ask a question using this social media platform. We say with the ‘right approach’ because creating a successful Twitter presence is not as simple as just setting up a Twitter account and plugging in a bit of software to generate followers. You need to make sure that everything you do on Twitter, who you follow, who follows you, how you talk about yourself and the company is appropriate for your brand. You want those you follow and also those following you to be as relevant to your business as possible and as close to your target market as possible.

With only 140 characters in inform and inspire, it’s important to get the right tone to your tweets. For a business account they should remain professional and relevant but it’s also important to show a little personality – social media should promote the friendly face of your company. It’s good to add a little humour and let the tweeter’s personality shine through, as long as the tweets are relevant and don’t compromise brand values. Getting the balance right between fun and formal is the key to maximising customer engagement.