Content Marketing for the Outdoor Industry

Twitter Etiquette and Content Marketing


05.27.11 Posted in Public Relations, Social Media by

If you’re an outdoor manufacturer you need to have a active twitter presence. But you need to do it right. Here are best practice tips on how to use Twitter to grow and acquire a larger audience, and some advice on Twitter etiquette.

Use Twitter to notify your audience about new content

Twitter and Facebook have eclipsed RSS as the way most readers prefer to receive new content notification. Timing is everything however. Figure out when your audience arrives at the office and try to announce the publication of new blog content an hour after they arrive. If your audience is distributed across a wide geographic region use response metrics to figure out when you should tweet to get the best click-thru or transaction rates.

Don’t over-communicate on Twitter

Make sure each one of your tweets contains content or a link to content that your customers will find valuable.  I’ve found that two tweets a day is a good number of tweets to post on a daily basis, and if you’re regular about when they’re posted your audience will be on the look out for them.

Don’t narrowcast on Twitter

Avoid overusing Twitter to send personal messages to individuals. Twitter is a broadcast channel not a narrowcast one. I unfollow people who use Twitter like public instant messaging. If you want to be taken seriously and have klout, make your messages relevant to everyone who is going to read them.

Follow new followers

If you want to extend your reach and the number of people who will see you tweets, you need to reciprocate and follow new followers. This is the best way to grow your network on Twitter because the people who follow you are the most likely to retweet your messages.

Retweet good content to your followers

Retweets are the equivalent of web page link love. If you take and take but never give back, you are unlikely to get any followers with big audiences who will forward your tweets for long.

Respond to follower messages

This should be obvious, but you’d be amazed at how many outdoor companies and retailers don’t respond to customer tweets. If you receive a customer complaint or inquiry and you don’t respond to it, you might as well shoot off your foot. If marketing owns your Twitter account, make sure they have a liasion in customer support who has the ability to address customer issues quickly.



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