Social media feels both as a blessing and a curse to entrepreneurs and small business owners. It’s awesome, as it allows you to connect with your target audience and promote your brand, products and unique vision, but it’s mind-boggling how much time and effort it takes to do right by every available platform out there.
Twitter is one of the most lucrative such venues (according to the statistics) and it’s compulsory for any business looking to expand to make sure it has a good Twitter presence. Yet this is also probably the most demanding platform, as in order to be successful, users have to tweet a lot and spread the tweets over the entire time the target audience is online.
Furthermore, there is the stringent need to constantly repurpose already posted material lest it most certainly will remain overlooked by a good portion of the audience.
Twitter marketing automation comes in very handy for busy entrepreneurs who can’t afford to spend lots of time scrolling and posting. It helps with everything from growing the account, juggling the various content pieces, and optimizing all online activity.
Right now, engagement with your content is the driver which gets more people noticing your tweets – there is a more complex algorithm at play but the most important factor that leads to users seeing your content in their feeds is how much interaction your tweets generate. Today, engagement on Twitter is key to reach more people with your tweets.
Twitter Tips for knowledge entrepreneurs: Setting up recurring queues
The Twitter top tweet feed that most people use, chooses which tweets to display based on the engagement a tweet gets from users. It’s good to be present, responsive, and constantly communicate with people who interact with your posts.
However, that’s not always possible so there’s another way to make sure your posts stay up.
Recurring queues are basically different lists of your content that remain relevant for greater periods of time. This is also known as ‘evergreen content” – the kind that can be retweeted after some time and still be engaging and relevant.
There are several tools that specialize in doing just this – posting one tweet at a time from a list of tweets to your Twitter account. Once it goes through the entire thread, it simply restarts from the top.
This way your Twitter account is never idle and your relevant content is constantly brought back up to get attention – you don’t have to worry about being redundant, the tweets usually have such a short life span that they will constantly be completely new for a part of your intended audience.
That being said, it’s advisable to have several items on your list so that there is variety.
Content has to be relevant
While the automation tool will take care of the posting at regular intervals, it is up to you to make sure that the Tweets are interesting and engaging. As I have mentioned before, you ought to have several pieces in order to provide variety and to allow re-posting at shorter intervals – if you only have three tweets, for example, you can’t really rotate them every couple of hours.
One option is to manually Tweet in between the automated posts. Another way to go is to create different Tweets for the same piece of content, highlighting something different each time. This works especially well if you have more comprehensive blog posts you are sharing.
Make sure the information stays relevant if you are using them for extended periods of time. It’s also important to optimize headlines and choose the right images for them.
Keep on curating
It’s not necessary to have an exhaustive library of content to use recurring queues. Keeping stuff ‘evergreen’ in this day and age with everything evolving and transforming at astounding speeds is downright impossible.
You can schedule your own content at larger intervals and then periodically compile a list of interesting content from other sites and pages to go up in between them. You can also automate this process, just not in the form of a recurring list – you don’t want to repeatedly post somebody else’s content even if you do mention them every time as Twitter etiquette dictates.
Read more: How to curate content like a pro
Speaking of etiquette, it’s very important on all online platforms. Every once in a while, I read a book set in another time (usually 19th century England) and I am always surprised by the many rules and how one could get literally shunned from society if they went over for tea five minutes before or after the appropriate time. It’s very similar to the guidelines (written or not) of all the popular media platforms of today.
And one of the worst ‘faux-pas’ of them is to be spammy. At some point Twitter even declared open war on automation – they rescinded to some extent but overdoing it is still not tolerated. And if the platform does not react, the audience certainly will.
The general “rule of thumb” is that you should leave at least two days to pass before repurposing the same piece of content.
There is no doubt that Twitter is a fantastic platform for marketing. And it’s also no debate over whether this is hard work or not. It is. Employing a tool that will set up recurring threads will greatly help though, and you’ll have more time to concentrate on other endeavors while your account will remain active and thriving.
Raluca Cristescu has over ten years of experience in corporate training, focused mainly on soft skills for customer service and direct sales.