How to Market With Twitter's 280 Characters

This fall, Twitter beta tested a new cap on the character limit per tweet, increasing the previous 140 character count to 280 characters. During that short period, it seemed that everybody wanted what they couldn’t have. And yet, when the new rollout was implemented across the entire platform, statistics showed that the increase was received more negatively than positively. Many users criticized the increase stating that it only allowed for more “ranting” and excessive, unnecessary commentary.

With such blurred feedback, how is one to market to those people who are otherwise unimpressed with the new update?

Stay Articulate

Keep it simple. Just because you have the ability to write a longer message, doesn’t mean that you should. In his book, On Writing Well: The Classic Guide to Writing Nonfiction,William Zinsser says “Examine every word you put on paper. You’ll find a surprising number that don’t serve any purpose.” Remember - less is more.

Most users don’t utilize all 280 characters. In fact, many users are long time Twitter users, and have been conditioned to tweet in 140 characters or less. They’re used to short, sweet, and to the point. Businesses should practice the same principles. Say just enough to get your message across. Be clear and be brief. Don’t keep typing just to fill space. It will only increase the chances of your tweet getting skipped over.

Customers First, Marketing Second

We all know that with great power comes great responsibility. Don’t spew marketing messages left and right. It’s fine to queue up tweets for scheduled purposes, but be more targeted with who and what you address. Having an increased character count can be more helpful in outreach and providing support to the community, rather than trying to sell a product. Use the limit to go through your @ mentions and search your indirects. This is where you’ll get the best customer engagement.

More than likely, you’ll see that the tweets with the most characters about your company or brand are going to be the negative ones from unsatisfied customers. Step in and take the initiative to rectify the situation. Twitter users want to be talked to, not talked at. They want their complaints and concerns heard. Moreso, they want them addressed and resolved. Always offer to take the conversation offline in a private, direct message or other alternate platform where customer service can be involved.

Embrace Your Voice

I can’t stress this enough - queued tweets don’t always result in ROI. No matter how witty or great a discount you’re offering - you have to build trust in your brand. Establish a tone and voice that customers will believe in. Gain customer support through sympathy, understanding, and having a sense of personal responsibility. Loyal customers will leverage your brand through their networks, without you actually having to engage. If they love you, you’ll find that they do the marketing for you through peer to peer recommendations, product use, and spreading awareness of the brand. Reward those loyal customers for this. Acknowledge them and praise them across the platform. It’ll go a lot further than you think.

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