So it happened. Your social media dreams came true. After months of meticulously planning your social media strategy, picking through your metrics, taking part in social media webinars, and reading a biblical amount of expert advice it has all paid off. You’re the centre of attention, you’re influencers are talking about you and your follower count is soaring through milestones faster than you can think of ways to mark each occasion.
A lot of focus is given to growing the following of yourself or your brand, but what about when it actually happens to you? What if you’re not ready for it? How you cope with growth is vital. An overnight surge in awareness is usually a good thing but failing to make the most of it could be the difference between this spike being your big break or your 15 minutes.
Here are some tips on how to deal with your new found Twitter fame.
Check ‘em out
Click on your ‘followers’ tab, check out all of the faces that have swiftly fallen for you. Take the time to get to know these new people. Are they different from your target audience? Are they who you were aiming for? Does your message resonate with them? Are they likely to be customers, or are they just there because they liked your witty observational tweet? There are tools available that enable you to discover the person behind the tweet, SocialBro allows you to define your followers by providing the essential details like locations, interests, who else they’re following etc.
Get to know your followers, define ‘the user’ behind your Twitter target market and mould your communication strategies to appeal to them. By taking the time to mull over these questions, your online (and offline) targeting strategy going forward may become clearer.
Remember what you did
Whatever you did. It’s worked and is working. At some point you’re likely to want to repeat this success. Make notes about what you did in the time leading up to the expansion, and try to understand why it worked. The more you document it now, the more strategic directions you’ll have down the line.
Pimp your profile
People are shallow and the first impressions of strangers can be brutal, so don’t give them easy ammo. With Twitter’s fantastic new changes to the profile layout, it’s not hard to use creativity and colour schemes to showcase your brand, bonus: it won’t require constant upkeep. A small bit of time invested in this aspect now could reap rewards in the future (for more on pimping your page click here).
Of course, visibility is important but that’s no good without functionality. Your page should be set up so that an interested visitor immediately knows what your product is, knows who it’s for, and has a clear, direct route to it - hint: a simple link to website in your the bio will go a long way to driving traffic in the right direction.
You’re thinking - ‘Well DUH’, but you’d be surprised how many profiles aren’t prepared for visitors. Exhibit A: The musician who set up dates with multiple girls on Tinder, which ended up being at his band’s gigs. Four came, so fair play to him. One of them turned out to be a writer for Vice, who put out a light-hearted piece about her experience. Thousands of people read it, but anyone curious enough to check the band’s social media pages would’ve done so in silence. No music had been posted for weeks, their Twitter bio linked to their Facebook, their Facebook bio had no clues as to where to hear their music. So they could fly out to New York to pursue their dreams but couldn’t copy and paste a SoundCloud profile, huh? You see how ludicrous that is? So let’s try and avoid that situation for you.
A History of Twitter
It’s worth going back through your earlier posts to make sure there’s nothing unwanted there. You wouldn’t want the intern’s recent off-colour tweet to suddenly become your company’s second big story of the day.
#Fail: Made In Chelsea star Dave ‘Miffy’ Mifsud completely missed out on this simple step, something he probably should have thought about before being accepted onto the show, I mean who doesn’t watch MIC and trawl through their previous social posts right, right? Well it didn’t take long for a few jouno detectives to find out that he was happily tweeting homophobic guff a couple of months beforehand. This made him about as popular as a hedgehog in a condom factory before the show had even started!
Chat, chat, chat
If this massive influx of customers is having an effect on the logistics of the business don’t keep people in the dark. Keep them up to date with any technical issues and thank them for their patience. People love supporting the little guy and appreciate the information. They’ll generally be far more understanding about a delivery being a day late if they know that you care about their order and you’re doing everything you can to get it to them.
Don’t RT every bit of praise
You’re now adored, how nice for you. As good as this makes you feel, people don’t want their feeds clogged with your every positive mention so it’s worth being selective about what gets the stamp of approval. What adds something to the conversation? What might your followers get some joy out of seeing? What just makes you look desperate for any sort of approval?
Were any of Hulk Hogan's followers really interested in seeing ten of these a day?
Compare that with KitKat, who share fan-made content like this.
I don’t know how to make that, but I want to eat it until I’m mathematically spherical. I now want to find the recipe and I will inevitably end up buying KitKats. I will not be buying any Hulk Hogans.
Stand out from the crowd!
Your newfound Twitter fame could be a golden opportunity to break some rules, stand out, shake things up a bit. An American Pizza brand did just this by going where no other Pizza brand had been before, they joined in #SmackSunday, tweeting some witty puns incorporating different Football teams, players and their pizzas, of course! This tactic was noticed, applauded, shared and now they have over 70,000 followers.
Celebrate, but keep cool
There’s no need for an Oscar-worthy tear-stained speech for every thousand new fans. Thank people for support, but remember they followed you for you and not a running update on your social reach. Leave that to #TeamFollowBack.
Keep mining for Gold!
This should hopefully be the tipping point where people start to approach you with attractive offers instead of you chasing them. But be aware of what may now be available to if you go out and ask for it. Previously closed doors for funding, partnerships, distribution, jobs, or endorsements may not be wide open but perhaps they are more susceptible to a knock than before. The worst that can happen is they say no.
You probably earned this, go you!
Did we miss something? Have you got a story of what you did when your popularity started picking up? What worked or didn’t work for you? Let us know in the comment section below.
Post by Andy Vale