Ecommerce Blog

Social media 101 : “What type of content you should be posting on Twitter”

  1. How to create a Facebook Page for your business
  2. How to create a Twitter Page for your business
  3. How to create an Instagram account for your business
  4. What type of content you should be posting on Facebook
  5. What type of content you should be posting on Twitter
  6. What type of content you should be posting on Instagram
  7. Building a content strategy
  8. Measuring the success of your content (KPI’s)

I mentioned in a previous post that Facebook is not a ‘social network’ but rather a ‘content sharing platform’. Well, Twitter falls into the same category. In fact, Twitter started as a ‘micro-blogging’ platform and hasn’t really evolved much since. However, despite its 140 character limit, Twitter is great for starting conversations and interacting with your audience.

**Warning; I’m writing this in November 2016 and as it stands Twitter has a potentially fatal ‘noise problem’. Facebook’s algorithm carefully picks content that the end user will find interesting based on engagement history and displays it in a perfect cocktail of relevance. Twitter on the other hand is completely unfiltered and everything is shown in one super-fast feed. In the context of marketing, being heard above ‘the noise’ is a near impossible task. If this problem is not addressed, I will assume a bleak decline into insignificance for Twitter.

Twitter’s opportunities

Customer service

Despite its well documented flaws, most businesses have identified Twitter’s potential to speak directly to your customers. In the past, if you needed help with something or had a query about a misplaced delivery, you’d submit an email to a company X’s support team and you would receive a response within the next 48 hours. Consumers recognised that if you posted the same query on Twitter, you’d get an instant, real-time response. As anything posted to Twitter is public, the business looks bad if it doesn’t respond quickly, so they do.

Now, as a business owner, you may perceive this as a threat, however this public real-time interaction comes with a couple of benefits:

#1. Showing that you care – Have you ever seen somebody give another person flowers in public? You get a feeling of joy seeing this positive interaction and form a positive association with the person for doing a good deed. This concept applies when you offer great customer service on Twitter. By going above and beyond with your customers in the public domain, you are giving a great impression of your business and are killing two birds with one stone.

#2. Make the customer feel special and build a deeper relationship – A tweet with a sentiment about how much you appreciate a customer’s loyalty carries a lot of weight and will be remembered. It is the accumulation of small interactions like these that build long term relationships between you and your customers.

Real time

One thing that sets Twitter apart from its counterparts is it ability to get updates on what’s happening as it happens. Jump back 10 years, you’d have to wait until the evening news on TV show get a run-down of the day’s events. You can now log into Twitter and keep your finger on the pulse before the television cameras even catch wind of it.  

The opportunity for businesses is to jump in on the action and start conversations about the trending topics as they happen. This will expose you to a greater audience if used effectively.


It never fails to surprise me how many businesses overlook Twitter’s Search function as a means to connect with a relevant audience. Instead of trying to start conversations, why not jump in on one?

If you’re selling football kits, and there is a huge derby on TV, this is a great place for you to jump in on the hashtag. For instance, if you search #manchesterderby while the game is on, you’ll see people often in heated debates about who’s better and who doesn’t deserve their £300k-per-week salary. Jump in on the conversation by giving your own opinion and asking questions about the game. Remember, the key here is to be conversational and to build new relationships with a relevant audience. Going straight in for the sale will start you off on the wrong foot.

What makes a good tweet?

Get visual

Tweet with pictures or GIF’s get 3x more engagement than those without. We’re visual animals, and a big high quality image never fails to catch our eye.

# it up!

Including relevant hashtags to the end of your tweet will get it seen in different networks. You can use hashtags to link your own post to trending topics.

Get to the point

Ever heard the saying “if you chase two rabbits you won’t catch either”? There is a huge amount of information going through the Twitter feed at any given time, which means there’s an inherent attention deficit at play. If you try to say too many things in your tweet, you’ll end up saying nothing at all. If you’re linking out to a blog post, simply use your tweet to tell people what they’ll gain by reading your piece, the blog will do the rest.

Love your followers

If you’re a veteran tweeter, you’ll know that it’s not always been possible to Love a tweet. This update was disregarded by many, but when you think about what it means, it’s very important in a business / follower context. Previously to acknowledge your followers you had three options:




I’d personally recommend always replying to each tweet individually, however, when you’re a busy business owner, this is not always practical. Retweeting is not always a good option as sharing a personal message from a customer won’t do anything for your other followers. Finally, to Favourite a tweet held more value than needed for a lot of interactions. The new Love function allows you to just acknowledge your followers without doing anything else. It’s like walking down a corridor and seeing somebody you know and ‘nodding’ as you walk past. Sometimes a full conversation isn’t necessary, just show them a bit of love and it’ll go a long way.


Next up, we’ll discuss what type of content you should be posting on Instagram.