Twitter is already using many companies as a permanent means of communication. Companies like to use the microblogging service to communicate with their customers on a variety of topics and to provide product information when needed.

But why do we share our thoughts, opinions and messages in 140 characters? The answer is simple: the attention span is getting shorter and shorter - at least online. This is due to the constant development of the media and the provision of more and more information, explain researchers. As soon as we open a browser window or an app, we are confronted with a lot of information. The brain protects itself from this flood by shortening the attention span. With this practice, it can absorb more information, at least superficially, in less time. This circumstance makes use of Twitter. Information is shortened

In this article, we'll show you how to use the 140 characters on Twitter for your customer communication most effectively.

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The difficulty of being heard
Twitter is a fast moving medium. Due to the mass of tweets, it is very difficult for the followers to read their own tweet. Online marketing managers speak of a background noise that needs to be overcome. The higher the competition, the harder it will be for you to stand out.

Twitter is a conversation tool. There should be a kind of dialogue. Those who only go online to distribute their own content and then go offline will hardly succeed. Therefore, it is synonymous with Twitter to proceed strategically.

Create an editorial plan

On Twitter, you should put on an editorial plan. With this tool, you keep the overview. It helps you to create continuous content for your social media channels and to plan it effectively. An exception is a daily news and participation in events, from which you can report directly via Twitter.

Your Twitter editorial plan should include at least the following information:

theme
Content (plain text, text with image, text with infographic, etc.)
Publication date (s)
Author (if several people are looking after your Twitter channel)
link target
 

In order to have the highest possible overview, it is advisable to include the respective project progress. Possible planning steps are:

In planning
In progress
control phase
Final

How to use hashtags (#) selectively
To get new followers, you have to be found on Twitter first. What many forget: Twitter is a search engine and the hashtags act as search terms. The hashtag is the most important development in social media in recent years. These can be used to categorize content and identify trends, content, and ideas.

A hashtag can directly affect the visibility of the tweet and ensures that your tweet can be found by any Twitter user. At the same time, hashtag tweets add value to your followers by providing industry-specific information.

How to optimize your hashtags:

1. Use established hashtags that are often searched. For example, to find out which hashtags are searched for on Twitter, you can examine current trends.
2. Use hashtags in dosage. More than two keywords should not be used per tweet. Otherwise, your tweet may be considered spam.
3. Use short and memorable hashtags. For example, the hashtag #redresswithdresses is too long.

The ideal mix of own content, retweets, and answers
What content should your Twitter channel ideally be filled with? What content do I use to reach most of my followers? New Media Force, a US-based social media marketing firm, took a closer look at these questions and looked more closely at Twitter.

The result: Most successful channels are those that contain a quarter of their own content, a quarter of responses that relate to other tweets, about 35 percent retweets, and 15 percent foreign content.

For example, your own content may include a link to your own blog or your own comment on a particular event or event that you have visited. Direct replies maybe thanks for mention and questions to another user. Foreign content means links to an external website such as news portals, partner companies, etc.

Retweet instead of favoring tweets

Retweet diligently. Retweets have the advantage of attracting more attention through them. Unlike favorites, retweets catch the eye. To miss a yellow star faster than a whole tweet. Likewise, Tweet loses their virality.

Do not equate Twitter's "Favor" feature with Facebook's "Like" feature. Both have different functions. The favorite on Twitter is more for bookmarking. Unlike Facebook, where the "Like" activity appears in the newsfeed of your fans or friends, the favoritization is not noticed by most followers. So it can be exaggerated to say that whoever tweets favors does not share these tweets with his followers.

One more attention that Retweets can generate is done in two ways. If your own tweet is retweeted by a follower, your tweet, and thus you and your Twitter channel, will be accessible to users who you have not followed but are potentially new followers. If you retweet a foreign tweet, get the attention of the tweet author you introduce to your followers.

If you already retweet, then take the opportunity and comment on this retweet. Not only do you express your own personality, you also create more interaction. The majority of retweets are done without comment. A commentary shows that the retweeter has dealt with the content.

Retweeted also applies: Check every link before you retweet it. If there is spam behind a link tweeted by you, then it can fall back on you negatively. If you have been retweeted by someone else, thank you.

Pictures, infographics - become media

Take the opportunity and add pictures or infographics to your tweets, if appropriate. Images and infographics not only show your followers in a memorable way what skills your company has, but also make the images more visible.
Take a closer look at the screenshot. Did you notice the tweet via the affiliate partner program when scrolling down, or did you almost exclusively notice the pictures?

Since you can not influence the placement of tweets of others, you can not decide which tweets will appear before and after yours. But with pictures and infographics, you can make sure your tweet is as noticeable as possible.

These are the best times for tweets

Do not just tweet it, but plan your tweets. The time you send a tweet largely determines how many of your followers read your tweet.

There are two approaches to timing tweets: 1. Tweet when many people are active on the platform, 2. Tweet when less people are active. Both approaches have their advantages and disadvantages. Above all, you should stick to the following guidelines: Be active on Twitter when your followers are online. The more Twitter channels follow your followers, the more tweets they will see. In this case, those followers are more likely to miss older tweets.

But it is not always possible to be on the microblogging service yourself at these times when your Twitter followers are online. But you do not have to. Tools such as Hootsuite and Buffer let you schedule your tweets and analyze the best times for your tweets.

Analyze your tweets
The short message service offers its own statistics function. While not as comprehensive as other paid tools, this one gives you a good overview of the overall performance of your Twitter activity.
Take advantage of this opportunity and analyze your Twitter activity. If you see how your tweets perform, then you can optimize in the right place. Twitter itself gives you information about the following developments:

Number of tweets: The amount of tweets sent in a month.
Tweets impressions: how often the tweets are seen by the followers.
Profile Visitor: The number of users visiting your profile.
Mentions: The number of mentions in foreign tweets.
Followers: The number of followers you follow on Twitter.
Top Tweet: The tweet that gets the most impressions.
Top Mention: The Tweet that gets the most interactions.
Top Follower: The follower who follows you the most.