By Jan Zimmerman, Deborah Ng

Finding out more about how other brands are using Twitter can help you formulate your own Twitter marketing plan. Many brands are achieving success on the social networks because they’re interesting and engaging, and there’s nothing wrong with scoping them out and learning by their example.

First, get off Twitter and get on Google. Do a Google search to find the brands that have been successful on Twitter. So many case studies online talk about brands that are doing Twitter right. Read the case studies and follow the brands to see them in action. Note the following:

  • How often are they tweeting each day?

  • What are they tweeting about?

  • How are they handling customer comments, inquiries, and complaints online?

  • How often are they dropping links?

  • Are they offering discounts, freebies, or other perks to their followers?

  • In what way are they bantering good‐naturedly with both brands and
    individuals?

  • What is setting their Twitter apart from the rest?

Next, you want to determine how brands that are similar to yours are using Twitter. You may love certain aspects of their community outreach and not agree with others. This contrast is good because it means you won’t be tempted to flat‐out copy their approach.

Finally, research cases of companies that made mistakes — and you can find plenty of these case studies and stories online. For example, some brands haven’t reacted well to negative feedback, or a community manager dropped a personal tweet from the company account.

When you learn about the way others are using Twitter and learn from their mistakes, you’ll become a positive case study yourself.