by | Feb 26, 2014

When you promote your brand and interact with your customers on social media networks, like Twitter, it is essential to strategize before you act.
Rather than simply jumping into social media with both feet, smart businesses step back, plan, and use appropriate practices for each social network. For example, LinkedIn is a professional business network and should be handled very differently than Facebook, which is more casual in nature.
In today’s post, we summarize Twitter tips from a recent Hubspot article. With this knowledge, your company can avoid Twitter missteps, and ensure that Twitter is a key contributor to your online marketing efforts.
1. Your Twitter Handle
Your Twitter handle is your name on Twitter. It begins with the @ symbol, and is how people will find and interact with you on Twitter. For example, if a customer mentions your business in a Tweet, they will use the @yourhandle to tag you in it.
Therefore, you want to choose a good twitter handle. Do not try to be too clever, as you will want this name to be easily searched and recognized. If your company name is available, you should use that.
2. Your Profile Picture
A professional profile picture is important, as it will show up next to all of your tweets. If you’re an individual, use a flattering headshot. If it is your company’s Twitter profile, use a good quality image of your logo – as long as it can be recognized when small.
3. Your Header Image
The Twitter profile header image shows up on your profile. When someone sees your Twitter profile, they will see the header image behind your profile photo and bio.
First and foremost, make sure that the header image contrasts enough with the text colour and your profile image.
Secondly, use an image that is the right size – Twitter header images are sized to be 1,252 pixels by 626 pixels.
Finally, you can use this space to promote a specific campaign/offer if you desire. Otherwise, ensure it suits your company’s branding.
4. Your Background Image
You can customize your background image on Twitter. Like the header, this image is visible to others when they go onto your profile page.
Make sure you change your background from the default Twitter one, and use something professional that complements the rest of your profile. Twitter has pre-made backgrounds (that are not the default) that can look good, or you can use one of your own.
5. Your Link Colour
Another aspect of your Twitter profile that you can customize is the colour of your text and your links. You can play around with this setting until you find a combination that stands out and goes with your current profile imagery.
Others will see your chosen link colour if they are on your profile. You will see your chosen link colour on your own Twitter feed.
6. Your Bio
The bio is your opportunity to showcase your brand’s personality. Sometimes, the Twitter bio can be the difference between someone following you or not.
Try to strike a balance between using some keywords for search engine optimization, and having a bio that is appealing to real people.
7. Your Links to Your Website
If you are linking to content from your website from Twitter, you need to be able to track those leads. Once you are getting data about your Twitter engagement, you can begin to tweak and refine your strategy.
Twitter links can be tracked using a UTM parameter. Click here for an explanation of how to set up UTM codes.
8. Your Location
Twitter allows you to include your location. You should do this, especially if you are a business whose customer-base is largely confined to your geographical region.
9. Your Tweets
Posting on Twitter, or “tweeting”, should be comprised of a mix of different things. Tweet posts from your own blog, tweet interesting, relevant articles you find online, tweet promotions, tweet comments on trends, etc.
Use the tools at hand to keep your tweets varied – you can include links, photos, Vine videos, mentions of other Twitter users, and retweets.
10. Your Follower to Following Ratio
On Twitter, you can follow others but they may not follow you back (and vice versa). Your number of followers and number of people you are following can be seen by anyone.
As an individual, it’s good to have a similar number of following and followers. As a business, it is acceptable to have more followers than you are following.
If you are following a lot more people than are following you, people might wonder why. It is a form of social proof, and they will be less inclined to follow you themselves.
The Bottom Line
Social media is one of the building blocks of an online marketing infrastructure, and Twitter is an excellent social media tool for building your brand, increasing your online authority, and driving inbound leads. Following these tips, you will have a professional profile that will allow you to use Twitter to its full capacity.
See our slideshow “Twitter 101” to learn Twitter basics, and why your business should be using Twitter.
See our Core Online Twitter profile for an example of these things in action.
Like this? You might also like:
8 Reasons Why You Must Be Active on Social Media
4 Benefits of Successful Social Media Marketing
Why You Should Be On Google+ (And How-To Get Started) [Infographic]

Ben Molfetta
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