My friend's question also got me thinking about Super Bowl XLV. Why you might ask? Well because I am one of those Super Bowl spectators who, IF I am going to watch the Super Bowl, it is because of the commercials. I like football, and watch it from time to time, but it's the commercials that really draw me in because I expect a good laugh. This past Super Bowl I was roped into watching it, but happened to be Tweeting about adoptable dogs and cute cat videos at the same time. I also have an appreciation for cars so I also follow a number of luxury car brands on Twitter so when my feed started speeding by with Tweets in response to the car ads, my curiosity was piqued.
There were 3 glaring observations to be made from this Super Bowl Tweetfest.
1) @Volkswagen's commercial with "Darth Vader" was hysterical. So everyone started Tweeting Volvo how much they loved "their" ad.
2) @BMW made a subtle dig at Volvo in their commercial. So everyone started Tweeting about how much they love Volvo, and how much they disagreed with the assertions in the BMW ad. Totally voicing their appreciation and support for Volvo.
@Volvo should be applauded for having such a loyal following. Every brand should have such loyal customers and the best type of brand ambassadors...actual customers...seriously! Of course, you may have noticed this was NOT #3 on the list of glaring observations...so here it goes.
3) There was no one correcting and/or engaging the followers who were mistaking the Volkswagen ad for a Volvo ad. Worse yet, there was no one from Volvo engaging these loyalists. Their comments were basically going out into the personal follow-verses of these individual loyalists...Poof!
By definition of Dictionary.com, to engage is to occupy, attract, or involve (someone's interest or attention). To cause someone to become involved in (a conversation or discussion). HELLO! "to become involved in a conversation or discussion." So, getting back to the original question, there is the ONE common factor to keep in mind when asking the question, "what should I do to engage my followers?" Get them involved in a conversation or discussion!
One has to keep in mind exactly what the purpose for their Tweeting is. If it is simply to tell your friends that you just took the most satisfying dump in the world...then engagement may not be so important. However, even that statement can be considered engaging because you are also taking into account your followers - or your audience. You have to know your audience so you WOULD know that they want to know about your "movements"...all of them.
One has to keep in mind exactly what the purpose for their Tweeting is. If it is simply to tell your friends that you just took the most satisfying dump in the world...then engagement may not be so important. However, even that statement can be considered engaging because you are also taking into account your followers - or your audience. You have to know your audience so you WOULD know that they want to know about your "movements"...all of them.
There is no training manual or checklist for how to engage followers on Twitter, but there are some key elements to keep in mind.
Most people on Twitter appreciate personal attention - If you are a brand, it is in your best interest to actively engage some of your thousands of followers in actual conversation. If, for instance, one of your followers Tweets a photo of your product with thoughtful comments about your product, the inclination and typical practice is to thank the follower. But if you are going to go to the trouble of thanking that follower, you should simply retweet their comment. Why? Because I, @Boschii, may be following you but NOT following your other follower...so when you, The Brand, Tweet "@replies TYVM for your thoughtful comments and that wonderful photo", YOUR follower, @Boschii, is left wondering what the wonderful comment and photo were that was Tweeted by @replies. @Boschii is NOT going to the trouble of checking out the @replies feed to try and find the original Tweet with the wonderful comment and photo. This identifies your brand as a tease and not in the good way because the only action it will elicit is one of inaction. No one likes a tease!
Calls for action - If you are simply Tweeting out bits of information (not about your "movements") from your website or blog, at the VERY LEAST include a link back to your web property. How pissed would you be to have the offer of a lifetime from a new store and there be no address to the store? This basically amounts to the same thing. If you are going to Tweet that there is something special going on at your site...include a link so your followers can get more info, patronize your business, or just tell you how much they love you.
If you are an actual human who is managing a branded Twitter account, don't Tweet like your an auto-responder. Auto-responders are bad enough...but if you are an actual human... coming across like an auto-responder is worse. Don't make your only Tweets the same thing over and over and over again. Even if you are rewording it, don't do it...your followers are smarter than that. Plus, with so many conversations going on across the Twittersphere, there has to be something you can relate to your brand, and start a conversation over.
Basically, being on Twitter without engaging your followers is like being in a room full of people who have come to your party and then you just start talking and don't stop....until you are ready to stop. Don't be that kind of host.
Most people on Twitter appreciate personal attention - If you are a brand, it is in your best interest to actively engage some of your thousands of followers in actual conversation. If, for instance, one of your followers Tweets a photo of your product with thoughtful comments about your product, the inclination and typical practice is to thank the follower. But if you are going to go to the trouble of thanking that follower, you should simply retweet their comment. Why? Because I, @Boschii, may be following you but NOT following your other follower...so when you, The Brand, Tweet "@replies TYVM for your thoughtful comments and that wonderful photo", YOUR follower, @Boschii, is left wondering what the wonderful comment and photo were that was Tweeted by @replies. @Boschii is NOT going to the trouble of checking out the @replies feed to try and find the original Tweet with the wonderful comment and photo. This identifies your brand as a tease and not in the good way because the only action it will elicit is one of inaction. No one likes a tease!
Calls for action - If you are simply Tweeting out bits of information (not about your "movements") from your website or blog, at the VERY LEAST include a link back to your web property. How pissed would you be to have the offer of a lifetime from a new store and there be no address to the store? This basically amounts to the same thing. If you are going to Tweet that there is something special going on at your site...include a link so your followers can get more info, patronize your business, or just tell you how much they love you.
If you are an actual human who is managing a branded Twitter account, don't Tweet like your an auto-responder. Auto-responders are bad enough...but if you are an actual human... coming across like an auto-responder is worse. Don't make your only Tweets the same thing over and over and over again. Even if you are rewording it, don't do it...your followers are smarter than that. Plus, with so many conversations going on across the Twittersphere, there has to be something you can relate to your brand, and start a conversation over.
Basically, being on Twitter without engaging your followers is like being in a room full of people who have come to your party and then you just start talking and don't stop....until you are ready to stop. Don't be that kind of host.
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