Who knew that Twitter would become a major marketing tool for associations? Probably the same people who thought Facebook would be a great way to connect people with associations. Like it or not, all associations have a place in the Twitterverse – including yours.
But just because Twitter is one of the fastest-growing social media site in the world doesn’t mean your association will explode with new members and even attendees as soon as you create a Twitter handle.
Here are five tips to consider:
1. There’s no “I” in tweet. Association tweets are about the brand personality – not the personality of the employee tweeting. The best way to tweet as an association rather than yourself is to avoid the first person singular (I, me, my) and stick to the first person plural (we, us, our).
2. Spend some time on your Twitter bio. Your Twitter bio is like your "About Us" page – but in 140 characters or less. Like an elevator pitch, it should highlight the most crucial member benefits of your association without resorting to jargon. And don’t forget to include a link to your website.
3. Choose a graphic design background that mirrors your brand. The most effective Twitter backgrounds feature custom designs or photographs, rather than canned templates. You can (and should) switch your backgrounds every so often, but make sure they remain consistent with your association's personality.
4. Make some noise. Hold a contest, take a poll, make a Twitter-only offer, ask a question, or start a hashtagged discussion thread. Participating in existing discussions doesn’t hurt, either, provided they’re related to your industry sector. Also good to retweet and engage your own employees to humanize your brand!
5. Keep a separate Twitter account for support. Your association Twitter page should look like a showroom, not a repair shop. To avoid having your page cluttered with responses to member concerns, keep a separate page that’s 100% dedicated to customer service.
This post is an adaptation of a recent Vitamin T newsletter.