Quick Twitter Health check

You've played with Twitter for YEARS now. It's part of your routine.

Yes, occasionally you slip out of using it while you are busy doing other things, but mostly you are on it. There is that nagging feeling that you SHOULD be doing more with it, because you SHOULD be getting more business from your efforts. Dispense with the should's and do a quick twitter health check, without expense or too much extra effort. You'll soon spot areas that you can improve your strategy (when you have the time).

• That auto-DM.

I'm amazed at how many people still send automatic DM's when someone follows them. It's worse when it's as a result of reciprocating their follow. I for one, don't like to be thanked for thinking how wonderful you are (obviously that's why I followed?!?) and told that I can be in further awe if I look at the website link that sends me somewhere else vaguely relevant and pointless. Be human. Get real: traffic this way isn't convertible (dare you to prove me wrong!!). If you were as amazing as you think I think, I would have already checked out your website. Lazy, lazy engagement attempt. DM when you have something personal to say, or Tweet in the open and get the conversation started. This is a surefire way to diminish your credibility and could actually destroy interest in buying products/ services from you.

• Ratio of last 50 tweets.

Have you picked up bad habits? Are you the master of two word replies to personal jokes? Do you only ever say 'thank you'? Remember that people are pickier about who they follow now and you have a chance to make one instantaneous impression when they take a look at your feed. The question is, how far back will they scroll to check if you are capable of entertaining conversation, quality shares or interacting? Evaluate your ratio:

• How many tweets support your profile description (if you are rugby mad, let the tweets support it. If you are the leading authority on the solar system, don't only prattle on about cooking disasters, unless you promise to do so in your profile. Then the followers are there willingly.)
• How many tweets are personal conversations and how many of these are with the same people?
• Retweets - too many implies you only automate. Your content may be good, but you'll just be another content source - boring. This can be countered by adding opinion to the RT.
• Frequency between tweets (do you do 5 tweets in a go every few days) - this can pollute tweet streams and diminish credibility. Double whammy if the tweets are selling product. Yuck. You should know this by now!

 

• Original content.

You have an opinion. When last did you face the possibility of getting shot down in flames, or worse still for some, have people agree with you publicly? Have you put yourself out there lately, or have you relaxed into the comfort zone of only sharing other people's blogs? People are looking for thought leaders, even if sometimes it is only to disagree with them. Take a risk. Each time you practice, you'll improve. In terms of the overall ratio, if you only ever share your own original content and none of the other types, then this is the only category that can still really work for you. Be careful if you are using Twitter only as a broadcast platform for your blog and repeat the same on Facebook. Use each channel purposefully, not as an echo.

• Checking your interactions and mentions.

Nothing more maddening than someone who claims to be responsive, professional and engaging, but clearly doesn't know how, or just doesn't check on who is interacting with them. Normally you'd expect some sort of reply, especially when you can see the person is active that day, and you do actually know them (I.E. NOT a celeb with 1.5 million followers all attempting to get a mention). If you don't acknowledge or reply, then either you are snubbing or just plain silly. Most people will sooth their ego by believing the latter. This doesn't apply to retweets - it isn't that fashionable to reply 'thank you' for retweets any more - rather take the time to have a conversation over it (avoiding plain 'how are you's, what's the weather, what's for lunch' unless you really are funny.)

• Replying. Start a conversation.

What is the point of social media? Oh yes. Being social. That means we have to actually do the same stuff you have to do offline - you know - talk to people. What's with the one-way stuff on Twitter lately? There seems to be a flurry of Twitter People Islands popping up - either the accounts are automated, afraid to engage their followers in conversation, or waiting for someone else to notice them 'across the room'. Some people will of course say 'I'm not talking to you, weirdo', which is just like offline life, but if you don't try, you'll never find your tribe. Why are you here if not to talk to people? Maybe it's time to focus on the next point if you have no one worth talking to.

• Who have you followed lately? Who have you unfollowed lately?

When last did you consider a strategy for who you want to follow? If you are stilled dazzled by the lure of thousands of followers, consider how much smarter it is to invest your time talking to people who will a) buy from you as you have what they need b) are supportive peers c) can teach you something d) have something to sell that you need e) or enrich your life in some other way. Make it meaningful, not for the sake of following back. If your policy is just to follow back, it is highly unlikely that you will ever have a conversation with most of your followers, so it isn't a true reflection on who you effectively reach and interact with. If you don't have a vested interest in having someone's tweets appear in your stream, but feel obliged to keep the connection, add them to a list, as in point 8 below (for an example: List: people selling me network marketing, or List: ways to make money online). Tidy your following habits, and have a much more meaningful time on Twitter.

• No tweets at all.

Well. I haven't seen this tactic achieve much a part from reducing follower numbers. Amazingly, this may not happen as quickly as you'd think (possibly because of point 6 above). Maybe they are hanging on waiting - your biannual tweets are THAT good.

• When last did you maintain your lists?

I really like categorising stuff. I appreciate that not everyone has the same compulsion, but lists are just such a fab way of sorting subjects, people types and helping you to see the tweets that will benefit you. It enables you to use one twitter account to interact with different kinds of people - if you run a business, your lists could be something like: business support people or thought leaders to grow your business thinking; competitors; local businesses; suppliers; potential clients; actual customers; people you aspire to be like/ steal ideas from. And some people don't realise that you can have someone in a list, without following them.

• Refreshed your profile (actually added a new background/ header/ picture)

Twitter has changed its layout (several times!). You may be meaning to update accordingly, and have thought to yourself, does it really matter? It looks OK. It probably does. Consider the top of mind potential when you change it, though. Your business (and looks) have moved on since your last upload, so rekindle your affection for your own profile, and get the chance of creating conversation about your new look, key message, updated telephone number etc. You may even discover that silly you, the URL in your profile led to such a nice 404 page, no wonder you never get any sales from Twitter.

• Go offline.

When last did you meet a tweeter? Have a coffee and deepen your twitter relationships. Create opportunities for offline and online interaction. When you enjoy an event offline that twitter peers are excluded from geographically, then share your experience meaningfully in tweets. Your understanding and ability to interact on twitter will be boosted by getting to know someone offline. Your human-ness, trustworthiness and credibility will benefit.

Hoorah for you if you have been keeping an eye on all of these. Feel free to share the health check where needed, and add your tips for a quick twitter health check in the comments.

Bronwyn Durand writes the Marketing Voodoo blog for JupiterJasper, the marketing mentor for small businesses. Bronwyn consults on commercial identity as The Brand Whisperer. Do you get my free weekly email? Sign up to ’1 Thing to Improve Your Marketing this week’ here.