Looking to improve your brand’s Twitter presence in 2021?
First off, on the fundamentals of brand voice – Twitter says that the three essentials of establishing your brand voice on the platform come down to what it calls ‘the three ‘C’s’:
Twitter, by nature, is about brevity, so you need to be concise in your messaging, while you also need to clearly state your intention, which is generally the biggest challenge in such a confined space. You should also seek to inspire conversation in order to get your community involved – what will get your followers thinking and talking, and how you can facilitate discussion around your brand values and goals?
These aren’t necessarily simple to address, but to provide further guidance, Twitter has also provided a new set of worksheets to help further zone in on some of the key elements.
The first worksheet looks at establishing the parameters of what your brand will tweet about by setting ‘guardrails’ for your tweets.
As explained by Twitter:
“Looking at your wider brand guidelines, industry, and company values, come up with a list of topics, themes, words – even emojis – to avoid. Clear limits help to outline a safe space for creativity.”
As you can see in the above worksheet, the listing provides pointers on what you might want to include in each category to define what you should and should not include in your brand tweets, including words, images and emojis. There’s also a ‘spice-o-meter’ at the bottom – though I’m not entirely sure of its purpose or application in this context. Or any context, really.
The second worksheet looks to establish your brand persona through a series of questions – and even a drawing of what a human representation of your brand would look like.
I mean, I can’t draw for peanuts, so my version of this would probably look like a picture from the wall at your kids’ school, but if you’re artistically inclined, it could be a helpful exercise to better establish how, exactly, you’re looking to communicate.
The last worksheet is a set of test tweets, which you could maybe use in a collaboration session based on these initial learnings.
It’s a fairly simple way to reiterate the key points, and get your staff engaged in the tweet process, and applying the parameters that you’re looking to set.
In addition to this, Twitter also suggests that brands should look to their competitors to get a better idea of what they’re tweeting about, and seeing good response with. And as always, brands should test and iterate by keeping tabs on their tweet metrics for every update and change in approach.
There are some good pointers here, and while not everyone will go for the worksheet-style approach, it could be a helpful way to ensure clarity around your brand approach, and to get everyone on the same page with your platform strategy.
You can download Twitter’s new ‘Find Your Voice’ worksheets here.
Elon Musk’s Team Asks for More Data to Complete Assessment of Twitter Bots
Okay, let’s just check in on the latest with the Twitter/Elon Musk takeover saga, and where things are placed to close out the week.
According to the latest reports, Musk’s team recently asked Twitter for more tweet info, in order to help it make an accurate assessment of bot activity in the app. This comes after Musk questioned Twitter’s claim that bots and fake accounts make up only 5% of its active user base, and said that his Twitter takeover deal could not go ahead unless Twitter could produce more evidence to support this figure.
Which Twitter did, by providing Musk with access to its ‘full firehose’ of tweets over a given period, which it shared with Musk’s team back on June 8th. Musk’s group has now had that data for a couple of weeks, but this week, it said that this info is not enough to go on, and that it needs even more insight from Twitter to make its judgment.
And after initially resisting calls for more data access, Twitter has now reportedly relented and handed over more tweet data access to Musk’s team.
Which may or may not be a concern, depending on how you see it.
In its initial data dump, Twitter reportedly gave Musk’s team info on:
- Total user tweets (within a given time period)
- Data on which devices were used
As noted, Musk’s team says that this has not provided it with the insight that it needs to conduct an accurate analysis of potential bot activity, so Twitter has now provided Musk with more ‘real-time API data’.
It’s not clear whether that means that Twitter has provided everything that its API systems can provide, but that could mean that Musk’s team can now access:
- Real-time info on tweet text and visual elements/attachments
- Data on retweets, replies, and quote Tweets for each
- Data on tweet author, mentioned users, tagged locations, hashtag and cashtag symbols, etc
- Date, time, location, device info
That should satisfy any analytical needs to uncover potential bot trends, and get a better handle on Twitter’s bot problem, though it also means that Musk has all your tweet info – which, again, it’s worth noting, Twitter up till now had been hesitant to provide.
I’m sure it’s fine. Musk’s team is beholden to disclosure laws around such, so it’s not like they can do anything much with that info anyway, in a legal sense. But the idea that the sometimes erratic Elon Musk now has all the tweets could be a little concerning for some.
But Twitter likely had to provide what it can, and if Musk is going to become CEO of the app soon anyway, he’s going to have access to all of that data either way.
Should be fine. No problems – no need to go deleting all your DMs (which are likely not included in the data that Twitter has provided at this stage).
According to reports, Musk’s team says that it now has the info it needs to make its assessment of bot activity, which should see the deal move forward (or not) sometime soon.
Of course, no one knows what exactly is going to happen next, and whether Musk’s team will look to renegotiate, or even back out of the deal entirely as a result of its bot analysis. But it does seem like, one way or another, Musk will be forced to go ahead with the $44 billion transaction, with Twitter’s past bot reporting methodology already accepted by the SEC, giving it legal grounding to argue that it’s acted in good faith, regardless of what Musk’s team finds.
The next steps then, according to Musk, would be securing debt financing and gaining Twitter shareholder approval, clearing the last hurdles for Musk to change the app’s name to ‘Telsla Social’, and add a million references to ‘420’ into the platforms various terms and conditions.
Because of the memes, because weed jokes are still funny to the richest man in the world – because he vacillates between inspired genius and a massive nerd who now gets to play out some fantasy of being cool.
Or something. Who knows what goes on in Elon Musk’s head – which is also why most are hesitant to bet against him, as nobody knows if and how he might be able to fix Twitter, and whether this is a great investment or a massive disaster.
It seems like we may soon find out. Maybe. Who knows. Either way, the memes should be great.
Elon Musk’s Team Asks for More Data to Complete Assessment of Twitter Bots
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