Twitter’s approach to socializing on the Web, limits the number of entry characters in a message or post, to one hundred and forty (140). By sharply limiting the amount of information that a user can Tweet, it encourages participants to share only the most meaningful and relevant points of their conversation, and thus increases the over-all value; of the community’s content.
The individuals, businesses or organizations who have chosen monitor your updates, known as Tweets on Twitter, are called followers. This designation denotes a sense of admiration and loyalty. As such, building your brand on Twitter, fostering a long-term relationship with your social media audience, and encouraging a large following; will take enormous effort, dedication and commitment. Twitter followers expect businesses and brands to consistently provide rich, meaningful and relevant content, that engages and maintains their interest, earns their continued support and gives them something to talk about. Your Twitter audience expects that the information you present, will address common issues and provide credible solutions or advice, for an immediate problem they have; or a looming concern. Any unrelated and off-topic Tweets that inspire thought, or offer an element of entertainment for your audience, can create a friendly and relaxed environment; but should be used sparingly.
If your business intends to use Twitter to greet consumers on the Internet and compliment your brand building efforts, I recommend that you “share information that entices Twitter followers to ask questions; and/or follow the valuable links you have posted.” For the most part, your Twitter followers will only find interest in events, updates and Tweets that are noteworthy or newsworthy, reflect their immediate goals; or arouse their interest. Nevertheless, if you are successful in using this approach to capture and engage your audience, you will inspire consumers to share, generate consumer awareness, create brand recognition and build customer loyalty.
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