By Mary Osborne
Everyone wants to have a Twitter account that features original content, engages followers, and gives their brand a distinct voice. But how do you actually achieve all that?
After hours spent on Twitter (strictly for research purposes, of course) I’ve identified three elements that contribute to having a dynamic Twitter presence and creating engaging content. Below are those three elements along with examples of accounts that exemplify those concepts. (I’ve chosen all soccer-related accounts because those make up 99.99 percent of my feed.)
Emoji Fluency –SPORF (@sporf)
How can an account make content that catches readers’ attention while also getting their message across in a creative way? Emojis!
Emojis are a great way to get across information in a way that also makes the post more appealing to the eye. SPORF, a UK-based sports social media brand, is the champion of using emojis in its tweets.
SPORF often tweets statistics, lists, or breaks down information in other ways. The account does a brilliant job at using emojis to make this content more readable and eye-catching.
SPORF breaks up chunks of text by using emojis almost as bullet points. The emojis are also sometimes used to convey additional information that’s not written explicitly in the post like a player’s country of origin or how many of a certain award they’ve won. Imagine these posts but sans-emoji; it wouldn’t be nearing as easy-to-read, right?
Humor –Manchester City (@ManCity)
Humor seems like an obvious element in the Twitter equation, but it’s worth stating again. Not every brand uses humor on its social media platform, but if you’ve decided being funny aligns with your brand voice, then do it! In this case I’ve chosen the Manchester City account as an example; if you’re a football club you shouldn’t try to be funny in every single tweet — but the occasional humorous post can bring some personality to your brand.
Creating humorous content can also help expose your account to new audiences. A few days ago this tweet came into my feed about Manchester City’s flag post that was broken during a game. I don’t follow Manchester City or any of their players on Twitter so this only came up on my feed because someone else outside of that circle liked it.
Looking through the comments of one of the Flaggy posts, I saw lots of messages from fans of different teams wishing Flaggy a quick recovery. Because these tweets were funny they were shared around the greater Twitter football community, not just the Manchester City fan base.
Encouraging engagement –Chelsea FC (@ChelseaFC)
Pretty much everyone on Twitter (me included) wants their followers to engage more with their content; success of social media campaigns are measured in impressions, likes, and retweets.
One very obvious way to get more engagement with your posts is simply to ask for it.
By creating polls and asking questions of your followers you can get more engagement naturally. However, this tactic should be used sparingly. Followers won’t reply to your questions if that’s the only thing you ever post.
Here are two great examples of how Chelsea encourages simple follower engagement through their tweets. A poll deciding Man of the Match is an effective way of getting engagement because followers are able to have their voices heard for something that has real a real effect. As far as asking where people are watching the game, that’s a great example of a broad question almost all of your followers could answer.
By mixing these three strategies into your Twitter content you’ll be able to engage followers and build up your brand’s online personality!
Find me Twitter: https://twitter.com/maryosbornee LinkedIn: https://www.linkedin.com/in/maryosborne1996/