With the rapid increase in popularity of Twitter among sports organizations, I thought this was the appropriate time to document what I refer to as “The Four C’s of Twitter.” I believe that if you follow the basic concepts I’m going to review, that you can use Twitter to your advantage:
The Four C’s of Twitter
1. Content: Ultimately, all communication channels are only as good as the content that you provide. Twitter is no different. Just because you are using a micro-blogging system with a 140 character limit doesn’t mean that you can’t create interesting and engaging content for your readers. Twitter users are particularly interested in content that they might not get via other traditional channels, such as insider news, early access to information, behind-the-scenes access and unique perspectives that they cannot get elsewhere.
2. Character: By character, I mean personality. Whether the Twitter account has a specific person’s name on it or not, followers want to know that there is a real person behind the account, and the way to do that it by letting your personality shine through. The last thing that Twitter users want is “the company line” – they can get that anywhere. If you can put a personal touch on your content, the interest level will jump dramatically.
3. Conversation: Twitter was designed on the concept of following other people’s updates and being able to respond back and engage with your Twitter friends. Simply pushing a message down to followers without conversing with them will quickly get tuned out. Hopefully if you post something interesting, you will get a few replies back. When that happens, reply back to those people and start a dialogue. Others will see what is happening and join the conversation. Now your followers aren’t just reading about you, they are engaging with you. Also, if someone follows your account, follow them back. Even if you’re not actively reading their posts, they’ll appreciate the reciprocity and be more interested in looking for your updates.
4. Community: When you succeed in the first three areas, the number of people that follow you (and you in turn follow back) will quickly increase. Before you know it, you have hundreds and thousands of people that are looking for your tweets. And if they decide they want to look for other fans of your team/league/sport, they’ll search through your list of followers to find others they can connect with. In essence, you’ve created an entire new community on Twitter based around your brand. More people will start conversations about your organization, even if you don’t post anything yourself.
These concepts can be applied to any Twitter account, whether you work with a team, league, consumer product, or you just want to start your own personal account. If you follow all four ideas, your account will quickly become a success.