Have the company Twitter account retweet the product handle’s most important tweets. Your company has a Twitter account, and the company has several major products. A great setup is to have the company Twitter handle retweet from the product Twitter handles. It definitely puts less pressure on the person tweeting the company handle. The assigned product manager is a natural for overseeing the product Twitter handle. See what Nike does:
For your product Twitter handle, get a spiffy background with the product logo. Do some product marketing. Hopefully, you have a graphic designer to help with this.
Have a pathway for followers to get customer service & sales info without tweeting. Getting customer support problems sent to your handle is not ideal. You’ll want to have a place to redirect them; maybe a webpage form. Some companies have Twitter handles that specifically deal with customer support problems. A product Twitter handle probably shouldn’t be filled with tweets that say you’re sorry about a problem a customer in Omaha is having.
Have live Twitter chat events. Have an event that lasts one hour, and allow customers to ask anything. You’ll want to have a couple people do the tweeting, just in case the questions get too hard or too numerous. If your product is international, try to vary the times for the chat events.
Live-tweet during trade shows & industry events. This will give your product handle maximum exposure.
Exclusive to social media
Make exclusive offers. Potentially boosting revenue is the way you justify this to your company, but this also gives your followers the idea that they are getting a super-secret deal. You’re making the customer feel like an insider. The offer doesn’t have to be a fire sale; it can be the same basic deal you’re offering everyone. Call it exclusive and you’ll be surprised who responds.
Promote the blog on Twitter & have the blog promote the Twitter handle. Having trouble coming up with the next blog post? Do one on the new Twitter page.
Promote Facebook on Twitter & have Facebook promote the Twitter handle. Your company may be stronger on Facebook than Twitter, so try to pollinate one account with the other.
Following & interacting
Follow your customers & potential customers. This can take a while to compile. You’re trying to build engagement, so this is a really good strategy.
Don’t follow your competitors. This is a bush league move. Follow your competitors on another account that isn’t the face of your brand.
Follow & interact with customers of the competitors. This can be fun. Just look at your competitors’ followers and follow them.
Follow & interact with the press & bloggers. A great way to stay in the minds of these folks is to build a Twitter relationship. Amp up your activity with them around industry events. Leading to my last point…
Follow & interact with trade shows & industry organizations. Get an early start with trade show Twitter handles, and stay active with the industry organizations.
For more information on product management, product marketing, social media, etc., read the Product Guy Daily. I publish it every morning. Do you have other tips and tricks? Leave a comment!