It never fails. At least once a month, I get a random email from someone asking for help in getting their Instagram account or Facebook Page back. In my responses to them, I always ask about the other networks they’re using. Most are putting everything into Facebook and/or Instagram.
Why would you do that?
By limiting the networks you’re actively using your cannabis brand(s), you’re limiting your brand’s online exposure. Click To Tweet
And, while anything Zuckerberg is huge with lots of users, there’s another network businesses should be using, but aren’t: Twitter.
- Twitter always gets a bad wrap, but it’s one of the best ways to interact – freely – with customers, patients, and vendors/partners. It’s also a great avenue for customer service, as they have private messaging as a feature, just like on those other networks.
- Twitter doesn’t require you to use your real name, like on Facebook. You can create a handle to describe who you are, without having to worry about Aunt Barb knowing you smoke pot.
- Hashtags were implemented first on Twitter. They are a great way to be a part of a community. For example, there is #Mmemberville, a stoner-forward hashtag. User interaction under it creates conversation, gives people an opportunity to retweet and get you more exposure, and be a part of the culture.
With over 330 million monthly active users, it’s a smart bet that your target audience is there. Search engines also crawl social networks, so the more active you are, the more likely your brand will come up in a search.
Your social media strategy should include Twitter for maximum online exposure. How much should you tweet? Who do you follow? Here’s how we recommend using Twitter. (It’s how we tweet at Hybrid Social for our clients):
4 scheduled tweets per day, 3 – 5 hours apart. These should be a mix of blogs from your website, and industry news. Don’t use only your own links, as it will look too much like “buy our shit,” than being a part of a community. We shoot for 100 per month.
Follow, follow, follow! There are so many relevant, national accounts on Twitter, such as MJ Biz Daily, NCIA, and Ganjapreneur. Be sure the accounts you follow are putting out valid information in the industry, too. Having a rich feed loaded with great information to share gives you more exposure in the algorithm. Cannabis celebrities are also utilizing Twitter to interact with fans and followers.
Be social. You HAVE to tweet to other people. You HAVE to jump into conversation. You HAVE to be social. Patients and customers go to Twitter, in any industry, to find a brand to chat with or yell at. (Please don’t do this. There are real people behind the screen!) Being there – and listening! – will make your brand look better in these situations.
Learn the etiquette. Twitter isn’t about posting and leaving. Otherwise, it would be called “Post your crap and run” media, right? Shoot for a half hour a day to start. You can break that up, too, into 10- or 15-minute chunks.
Dedicated hashtags. Twitter has a great partnership with Google, which has been searching for hashtags for a few years. It’s not necessary to have a hashtag OF your brand, but having a creative one FOR your brand gives you a way to track conversations about yoru company.
Create a Twitter chat. If you really want to build a community, a consistent chat on Twitter is a great way to do so, and get more exposure at the same time. Have a strategy ahead of time, create a calendar, and implement it.
Listen! When you’re not paying attention to your Twitter notifications, you’re ignoring the people who are following you. Is that great for business? Heck no! Your competition is most likely there, listening, chatting, and building a great brand on Twitter. Don’t be left in the dust. If you’re using a scheduling tool, you still have to log into Twitter.com to be active. Otherwise, you may as well delete it, since you’ll look worse not responding, than not being there.
We love Twitter, and we love talking about it and teaching brands how to use it for their audiences.
And be sure to follow us on Twitter.