How to Use Twitter for Business

After initial years of spectacular growth, Twitter might have let off some steam but it is still a highly effective business marketing tool if it is deployed correctly. People come to Twitter for various kinds of interactions including searching for news and trends, interacting with brands, interacting with friends and posting compliments and frustrations regarding their daily interactions with the brands.

Twitter currently has hundreds of millions of users and every day, more than 500 million tweets are posted on the platform. Businesses can deploy Twitter in multiple ways. It can be a tool for engagement but also a tool for businesses to use to generate leads and sales. What matters is whether the platform is leveraged correctly in order to help you achieve your business objectives.

Whether you are running the marketing for an SMB or a large corporation, there are ways in which you can leverage the microblogging platform in order to build meaningful connections, build brand loyalty and engage with your relevant audiences.

Consider the following metrics based on a Customer Insight Study carried by Twitter in 2014. Some 50% of the respondents surveyed said that they visited and shopped at the websites of the businesses that they follow on Twitter. Some 60% of respondents said that they shopped at an SMB after seeing a Twitter post about their products while some 43% say that they plan to buy on a regular basis from the SMBs that they are following on Twitter. There is a strong correlation between Twitter engagement and sales for businesses and this is a strong incentive for these businesses to join Twitter and leverage the platform in order to boost their businesses.

There are plenty of ways in which you can use Twitter for business, including:

Twitter as a branding tool

You can use Twitter for brand presentation. It is about just being present there so that customers can find you when they need you. A business can simply create and brand their Twitter account with full name of the company as well as company creatives. The username should also be the company name or a shortened version.

Twitter account personalization

After creating the account, you can personalize in order to give your company some personality on Twitter. Upload a logo or brand photo of the company and add the names or initials of the people who will be tweeting from the account. Add a short and precise company bio. You can pick this from your existing bio. Tell people about your location and opening hours and include a website landing page URL where you would like to direct all your visitors from Twitter.

Relationship Building

After the branding and personalization, it is time to begin doing what really brought you to Twitter-engagement and the building of relationships. Start by following influencers that you could interact with and who could promote your brand. That is not necessarily Paris Hilton but people in your locale with reasonable influence and who are “within reach”. If they are in the same industry as you, the better.

There are various categories of people that you could narrow down to. These include the following:-

  • Your customers
  • Peers
  • Partner businesses
  • People talking about your brand but not yet customers
  • Businesses in your location especially those associated with your niche
  • Professional or trade associations in your industry

Join the conversation

Start tweeting and interacting with people. Make your discussions your brand-focused. Use the Twitter search function to find people talking about your company, product or niche and begin the engagement.


Remember that Twitter is meant to be a two-way conversation. Don’t just post tweets incessantly about your business. Take time to listen. The Twitter search feature is a great listening tool that you can use to discover what people are talking about with regards to your brand or products.


Look for opportunities to make interventions that will put your brand in a positive light. Whether the conversation is positive or negative, you could always steer it to an amicable and positive end for your brand.

Add value

Once you have built a following, add some value. You can give your Twitter followers exclusive discounts or coupons that they can use when purchasing your products.

Evaluate your experience so far

Pay close attention to what works and what doesn’t and make the adjustments accordingly in order to improve the quality of the engagement that you are offering your audiences.

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