The Power of Twitter

Twitter has gone beyond ‘social’ to become a valuable tool for content discovery. Here’s what that means for marketers.

After a strong IPO showing last week, almost everyone agrees that it’s time to take the little blue bird seriously. The powerful social network has been growing by leaps and bounds for the past couple of years. It’s common for breaking news to show up first and fly across the world on Twitter. More and more users are turning to the platform to keep them informed as events occur, and financial analysts make business predictions based on the prevailing moods on the network regarding specific companies. It’s the most mobile of all the popular platforms, suitable for use by tablets, smartphones and even many not-so-smart phones with its 140-character posting limit.

All this makes Twitter a formidable competitor in the battle for content publishing prowess. It also transforms the platform into a versatile and powerful tool you can use to market your accounting firm. Steve Rayson writing in Social Media Today gives a rundown of key points for marketers that will help them make the most of Twitter’s potential:

  • Create content that answers questions, and make sure your tweets clearly indicate the value of what you’re sharing. In other words, don’t use a vague, rambling (as much as rambling is even possible in 140 characters) introduction to a blog post or other article that you offer to your followers. Let them know why they need this particular bit of information.
  • Mobile-friendly is the rule! Remember, about 3 out of 4 Twitter users are viewing the site on a mobile device. It’s mandatory that your content be delivered already optimized for mobile display or you’re losing most of your audience before they even start reading.
  • Stay ahead of the curve with finance and accounting news and pass it on to your followers. The “up to the minute” advantages of Twitter make the platform a perfect place to share your take on breaking industry news as well as to bolster your reputation as the source who can be counted on to know what’s going on.
  • Utilize hashtags that denote specific events. If you’re hosting a lunch and learn, speaking at a conference or attending an industry-focused event, be sure to use event hashtags. Whether you’re just letting followers know about the event or sharing content based on what you learned, an event-specific hashtag can help the information go further.
  • Use analytics tools to discover more on Twitter. You can learn more about what’s trending, who’s influential and where the action is with a variety of free tools. The insights you glean will allow you to tweak your content and its delivery for maximum reach. Rayson suggests BuzzSumo or Topsy, and if you don’t happen to like those, there are plenty of others to choose from.

Twitter isn’t the new kid on the block anymore; it’s time to use those tweets to your best advantage. With millions of educated users to discover it, be sure to add your carefully selected content to the treasure trove of information floating around the Twittersphere. And if you’ve got more suggestions to share about how best to use the platform for marketing an accounting firm, we’d love to hear them.

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About Sarah
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Sarah Warlick is responsible for making us and all of our clients sound professional and eloquent as the content director at bbr marketing. In this role, Sarah is in charge of ensuring that all copy is well-written, accurate and free of pesky typos before it heads out the door. Additionally, she is a prolific writer and a frequent contributor to bbr marketing’s blog sites. She spends a good deal of time writing copy for our clients and has a unique way of crawling into our clients’ heads to create ghostwritten copy that sounds as if it came directly from their pen.

2 Responses to “The Power of Twitter”

  1. Sarah,

    I think you did a very nice job with this article. An excellent read. It is important to remember that in order to most effectively use Twitter, we must focus on our buyer personas. As marketers, Twitter gives us a platform to differentiate our accounting firm. We do this by know what our specific audience wants to hear.

    Thanks and keep up the good work,

    Joel

  2. Hi Joel, I think you’re exactly right. Tailoring your tweets to match your followers’ needs and interests is a great way to reinforce the fact that your firm is the right one for them. The more useful the information you share, the more loyal your clients become.

    Thanks for the comment!

    Sarah