Optimize organic Twitter content

Business benefits

Boost discovery and engagement on Twitter.

Build a strong, helpful customer service presence on Twitter before working on creative campaigns.

Many customers use Twitter to publicly air out their frustrations with a company, so prepare to respond to customers with customer service help, like Seamless that responds to and resolves customer complaints from a separate Twitter handle.

Assign someone on your team the role of monitoring Twitter daily for trending topics, hashtags, events, news, debates, or conversations on which your brand could speak.

Prepare a library of videos, memes, images, and ideas that designated team members can quickly turn into content that fits the current trending topic.

For example, since Oreo likely had brand assets and templates ready to go, during the 2013 Super Bowl power outage, Oreo made a famous Tweet that was simple to create because it was just an Oreo branded graphic with one line of text, yet incredibly timely and relevant.

Write Tweets that are under 280 characters, and include 1-3 relevant, branded, or trending hashtags.

For example, post about an inspirational woman with the hashtag #InternationalWomensDay or a restaurant using #TacoTuesday on Tuesday.

Try using humor or a more casual tone in your content.

For example, Wendy’s has a notoriously sarcastic Twitter voice that has helped the brand gain almost four million Twitter followers.

Drive engagement on Twitter through debate and conversation.

For example, a B2B company could post a surprising data point that the company found in original research, a food delivery service could ask the heated question, Pineapple on pizza: yes or no?

Provide engaging, concise context for videos, images, or cross-promotional links.

For example, Lululemon provides context to a linked article by first capturing people’s attention and sparking interest using the line Leather made from mushrooms?

Add captions to videos in post-production using a tool like Kapwing or wave.video.

A post-production tool is necessary because Twitter does not currently have an in-platform captioning tool.

Cast some of your team members to tweet their expertise and provide value from their individual accounts, while engaging with your brand account, especially if your brand is B2B.

Similar to your LinkedIn strategy, consider having people from your company represent your brand on Twitter by posting from their individual accounts and consistently posting insightful, expert, or thought leadership content on Twitter that your brand can then repost or chime in on.

I would remove focus on here and just have “create a strong…”

This pretty much repeats the step. The last part “relevant to your brand or to which your brand could speak.” is more readable than " your brand can insert yourself into and on which it can capitalize.".

Not sure if it’s necessary to mention Twitter in the step as the playbook is about twitter content.

I would change the step to something like this “Write tweets that are under 280 characters, and include one to three relevant, branded, or trending hashtags”. then include remove the duplicate info from the explanation.

Again, not sure if it’s necessary to mention twitter again. Maybe “written tweets”

Not necessary to repeat the step at the end.

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Edits made to address feedback