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Twitter Provides Tips on Establishing Brand Voice via Tweets

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Looking to improve your brand’s Twitter presence in 2021?

This week, Twitter has delade med sig av några nya tips on how to establish brand voice via tweet, while it’s also provided some new worksheets to better facilitate the process.

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’:

  • Concise
  • Klar
  • Conversational

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.

Twitter guide sheets

Som förklarat av 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.

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Twitter brand worksheets

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.

Twitter brand worksheets

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 här.

Socialmediatoday.com

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Twitter utvecklar ett nytt "svarsfilter"-alternativ för att ge användare mer kontroll över sina tweetupplevelser

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Twitter’s Developing a New ‘Reply Filter’ Option to Give Users More Control Over Their Tweet Experience

It’s no secret that Twitter can be a cruel and unforgiving platform for those that tweet the wrong thing – whatever that may be. Some use this to advantage, with many media personalities and politicians now posting divisive comments as a means to boost their own presence, and remain top of mind. But for others, the tweet backlash can get overwhelming fast, which is why Twitter has been working to provide more ways for users to control their in-app experience, and limit negative interactions where possible.

And it could be close to releasing another new element on this front.

Som du kan se i det här exemplet, postat av appforskare Jane Manchun Wong, Twitter’s currently developing a new ‘Reply filter’ option, which would enable users to reduce their exposure to tweets that include ‘potentially harmful or offensive language’ as identified by Twitter’s detection systems.

As noted in the description, the filter would only stop you from seeing those replies, so others would still be able to view all responses to your tweets. But it could be another way to avoid unwanted attention in the app, which may make it a more enjoyable experience for those who’ve simply had enough of random accounts pushing junk responses their way.

The system would presumably utilize the same detection algorithms as Twitter’s offensive reply warnings, which it re-launched in February last year, after shelving the project during the 2020 US Election.

Twitter warning prompt

Twitter says that these prompts have proven effective, with users opting to change or delete their replies in 30% of cases where these alerts were shown.

That suggests that many Twitter users don’t intentionally seek to offend or upset others with their responses, with even a simple pop-up like this having a potentially significant effect on platform discourse, and improving engagement via tweet.

Of course, that also means that 70% of people didn’t agree with Twitter’s automated assessment of their comments, and/or are not concerned about offending people. Which rings true – as noted, Twitter can still be a pretty unrelenting platform for those in the spotlight (actor Tom Holland recently announced that he’s taking a break from the app due to it beingvery detrimental to my mental state’). But still, a 30% reduction in potential tweet toxicity is significant, and this new option, which would likely utilize the same identifiers and algorithms, could add to that in another way.

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As such, it’s, at the least, a worthy experiment from Twitter, providing even more ways for users to control their in-app experience.

There’s no word on an official release as yet, but based on the latest examples posted by Wong, it looks as though could be coming soon.



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