You’ve got an important message to get out to your followers. There are times when 140 characters can be downright constricting. Yet there are people delivering effective marketing or brand messages with ease AND they’re getting people to take notice. So, so what are some things to consider with your tweet and what can you do to make it successful?

Know Your Community

The expression has become a bit of a cliché, “know your audience”, but when it comes to delivering a social media message it gains even more relevance. Pay attention to what kind of message in your brand community, or interest community, gets a response. Even though it is “your” brand, the brand in today’s market truly belongs to the consumers. Your business doesn’t own the brand, your business is the steward of the brand.

Being a part of your brand’s interest community means you have the right subject matter from the get-go, but making sure the message you send out is relevant is critical. What makes your message relevant? A little planning goes a long way here.

Make Your Message Remarkable

Elements of Newswriting 101 should play a part in your message. Is it timely? Is it newsworthy (tweetworthy?)? Does it promote your brand or discussion about your brand? Does it link back to your site or other brand experience?

A lot like newswriting, a good tweet will be timely to current trends or discussion topics—demonstrating your brand is listening, really in the trenches with consumers. Be aware of current ideas and thoughts in your market. Demonstrate your brand’s worthiness to be followed by the interest community and further demonstrate your expertise by staying in touch.

Your tweets should be newsworthy by containing enough new information or feedback to warrant your interest community’s attention. Yes, this focuses on your brand, but also don’t be afraid to pass along other community news. This includes appropriate use of relevant interest community retweets (RT) or reposting and accrediting someone else’s Twitter post. Interest communities are just that—communities. Good statements can be newsworthy, pass them along. Sharing news and rebroadcasting other important topics shows your brand is dedicated to the community.

A good tweet will also promote discussion or thought from the interest community. Again, while drawing attention to your brand, don’t live under the misconception that yours is the only one. Other members of the interest community (other brands) are trying to foster relationships as well. Showing your brand’s dedication to the community will engender even stronger loyalty. This is where your brand really needs to be a part of the ongoing conversation and fully in tune with your interest community.

While some tweets are simple message statements, a brand requires action. A straight up statement may work for a retweet and may work in some instances, but each and every communication should direct the visitor somewhere. Your brand’s site for supporting information, another news article from an interest community publication, or even a contradicting viewpoint can all be effective links in a good tweet. The right URL shortener will also track the effectiveness of the link. Excellent tool for measuring ROI!

Timing is Everything

Take a minute to look at your followers or fans. Do you see how much they’re listening to? There’s a lot of noise out there and delivering your message needs to be laser-beam focused and delivered at the right time. Pay attention to your interest community. When are the tweets rolling out? When do many of the fans really make comments? All of this is critical when deciding to hit the social media network with an important tweet.

Timing is also important to maintain newsworthiness. While holding to get the maximum number of eyeballs, sometimes hitting while news is hot can be just as important. Look how much interest you have in the brand subject? When news hits, aren’t you immediately drawn in? So is everyone else and while it may seem like common sense, look at how many business tweets abruptly stop at 5:00 pm and are silent until 8:00 am.

A world of thought and strategy goes into 140 characters. Throw in 10 to 18 characters for a shortened URL and perhaps even leaving enough space so you can be retweeted—an effective social media message must be brief, dense and relevant. Next time you’re sitting down to hammer out some social media interaction, think of a plan. The extra time you put in developing a strategy will payoff many times over.

Delavan Lakes Veterinary Clinic Website (click here)

Signalfire is proud to launch the redeveloped website for Delavan Lakes Veterinary Clinic (DLVC) in Delavan, Wisconsin. Signalfire has overseen and managed the DLVC brand since 2004 and is proud to have redeveloped their website.

Delavan Lakes Veterinary Clinic specializes in small and exotic animal care as well as a host of other “small town vet” services that keep people coming back with their companions. House calls, mailed prescriptions, boarding and an in-house grooming spa all make DLVC the premier vet service in Lake Country of Wisconsin.

The new web home is a content managed system (CMS)-driven site allowing DLVC team members to update and manage the site through a web-based application. This flexibility gives DLVC a low cost of ownership and the ability to quick update or post news to their site. An extensive FAQ section and wellness programs give the site user a good overview of their expertise and friendly demeanor.

Signalfire originally developed the DLVC brand in 2004 following a ownership transition. Dr. Chris and Scott Hartwig has relied on Signalfire for services ranging from advertising design and print management to marketing consulting. The new website further strengthens the relationship.

Signalfire is excited to present this site and other sites soon to launch. Please don’t hesitate to call (262-725-4500) or contact us with any questions or comments.