Tips for Maintaining a Professional Tone on Twitter
If you are using Twitter for marketing, you have to take several things into consideration. You must balance your tweets so that you don’t overwhelm (and lose) your followers as a result of posting too many marketing tweets. You should attempt to be casual and personal in your tweets, as a way to interact with your potential customers on a one-to-one basis. This includes providing your followers with useful information, even if it doesn’t translate into a sale.
However, whether you are tweeting about a discount or sharing useful information about your niche to benefit your followers, always maintain a professional tone. Here are some thoughts to help you be professional while you are personal on Twitter:
Don’t do something on Twitter you wouldn’t do in person. If you think about it, Twitter is a very personal medium. This lets you approach potential customers in unique ways. But ask yourself if you would make fun of a funny accent by a customer. Most likely you wouldn’t, so don’t mock other Twitter users about their typos, broken links, or anything they may find offensive.
Always read carefully and look for the information in the tweets about your products or company. Buried below a nasty complaint by an upset customer may be an opportunity to improve your product, your service, and your company’s image. Make the most of it, by being attentive and reading carefully, showing empathy and understanding.
Avoid making negative remarks about interactions with customers. Even if you just had the worst exchange in history with a customer, don’t tweet something like “Just got off the phone with the most annoying customer! I hate this job!” If you decide to tweet about your exchange, look for a positive spin: “Just assisted another customer on the phone.”
While you spend time in the social networking realm, you hear the words transparency and authenticity a lot. Here’s what these terms mean within the context of a social network:
Transparency: Being clear and forthright in your communications. In your tweets, updates, and blog posts, reveal as much information as you feel you need to. Don’t hide behind the corporate veil on Twitter. As long as you aren’t breaking any laws or rules, or doing anything illegal, people expect transparency. And if you don’t deliver it, they’ll stop following you, at best. At worst, they’ll tell the whole world that you are a fake.
Authenticity: Being truthful and honest. Don’t set up fake accounts under fake names. Don’t make stuff up. Don’t lie. If you have to keep things a secret for corporate security, you’re better off saying so than lying about it.
For example, say that you want to launch a new product and create some buzz about it on Twitter. The inauthentic company would create five Twitter accounts, all with fake names; amass as many followers as possible; and then start pumping out different tweets from each account as a way to trick people into thinking a lot of folks are interested in the product. The authentic company would set up a single account, and list the company’s information in the account’s bio.