When people first attempt to explain Twitter to the uninitiated, they use the analogy of text messaging but that leads to misunderstandings. The analogy is based on the fact that both SMS text messaging and tweets are limited to roughly the same number of characters and that Twitter was originally designed to allow tweets to be submitted by SMS. Using this analogy leads new users to assume that you can tweet people in the same way as they might text their family members.
Twitter is actually a lot closer to running a commercial radio station than text messaging. Bear with me and I will explain.
Tweeting is a broadcast medium
You put your tweets out there and hope somebody will listen to/read them. You can use Direct Messages (DM) but most people only use this to exchange email addresses before moving the private conversation to email.
To target a particular country, region or demographic using Twitter requires funded advertising – a promoted Tweet. Twitter will allow you to pay to have your tweet/advert placed into the user’s timeline – the Twitter name for the stream of tweets. You can then target on:
- Post Code
- Device, Platform, Carrier
- Tailored Audiences
This targeting is made possible due to the amount of information we all give to Twitter in order to run our accounts. This means that Twitter knows a lot more about its users than a typical radio station does.
Your audience is based on your content
People tend to tweet on a given topic which brings them followers and in time they begin to exert “influence” over those users. This is much like a radio station playing classical or rock music which defines their target audience. You can go off topic occasionally but you need to carefully take your audience with you.
You need to be “on air”
If a radio station goes quiet, people assume that it has gone off air. Likewise you need to tweet frequently and regularly so that people know that if they want to listen to/engage with you they know you will be there. The rule of thumb is to tweet at least three times a week and ideally at least once a day.
Nobody wants all adverts
Imagine tuning to a new radio station and finding that all they play, twenty four hours a day, is an advert for themselves. Their audience retention figures would be near zero. Typically radio stations draw people in with the music (or chat) that they like and then refer to the adverts as “messages from our sponsors” i.e. a necessary evil.
If you constantly tweet “Buy my thing” or “Join my club” you will turn people off. You need to find a way to engage your audience before you attempt to sell them anything. This is especially true when you are trying to attract and retain new followers.