10 Twitter sins for CMO’s

There is a great challenge for brands and CMO’s while using Twitter. While it is a broad spread media, with more than 500 million users, but it is also a potentially passive media, where only 170 million participate constantly, according to TechCrunch. You should have this in mind when you plan your social media mix, this will be your cornerstone of your Twitter efforts.

With that in mind, let us look at what your sins are:

  1. Not have a strategy

Of course I was going to start with this one! A media outlet will not be effective if it is not part of a whole. Twitter is not just a sound box, some people even question if it is a social media. Nevertheless, if used properly, it can be fundamental to distribute your messages.


2. Not communicating you have a Twitter account

Having a Twitter account is not the same as using Twitter. If you do happen to have a corporate account, you need to let your customers or clients know that you are using the platform. Include calls to action to follow you.


3. Tweet non relevant content

You already promoted your account, now create value. This goes along with my last week’s post about creating a persona for your social media. If you post random Tweets you are not going to be followed. If you are followed and start posting garbage, you are going to lose your hard earned followers.


4. Tweeting more than 140 characters

There is a limit on Twitter – 140 characters. Respect it, obey it, live by it. Don’t try to fool your followers, we know what you are doing, and they are extra sensitive about brands and companies posting more than they should. Think of Twitter as a conversation starter while on a bar – you don’t want to come across as shy, but you shouldn’t use a cheesy pickup line either.


5. Not using hashtags or #using #excessive #hashtags

There was a time in which I hated hashtags (why do I kid myself, I still loath them), but by using them, you can help engage your users. Remember to think your hashtags through, before launching them. Several #fails were associated to a lack of strategic thinking of your custom hashtags.

Also, don’t overuse them – it’s not only annoying, but completely ridiculous. Cue to Justin Timberlake:

6. Not having control or a pattern of your tweets

This one is related to the third sin. You should know who is publishing, what, and which times of day. The same as in Facebook, you need to have a daily, weekly, and monthly breakdown of the major plot lines for your tweets. This will make your account to be consistent and, most important, it would allow you to think twice before using Twitter as a mere promotional platform, and force you into dialogue.


7. Not following other users

At parties, there is always the guy that brags about how many influential friends they have. He is annoying, everybody hides from him. Don’t be that guy! It’s common courtesy to follow back. I understand personal accounts don’t have this principle in mind, but as brands or public figures, we are on Twitter to listen and dialogue, not just speak.


8. Not using a Tweet Client

There are great tools out there for you to manage Twitter. My favorite has always been Hootsuite. Having a client allows you to have better control of your streams, followers, publications, and also gives you statistics and analysis on the engagement level of your tweets. Use this tool wisely – especially while programming your content.


9. Being a robot – program all of your tweets

Have you ever received one of those annoying calls where you clearly notice that the operator is a machine with the voice of a person? You hang up immediately? Why then do you like to schedule all of your tweets?

You are hiring a social media team or community manager to create content and generate engagement. Don’t just post without replying. Don’t leave Twitter unattended during the weekends – it is after 7pm on a Friday where Twitter crisis generate and everybody is skiing in Tahoe or at the wireless nature reserve = chaos.


10. Use Twitter as Facebook

Different platforms, different media, different users, different use from your customers – see? Everything is different. Just because it’s called a Social Media, it doesn’t mean you need to have the same content in all of them.twitter

This sin comes with a warning: You DON’T have to have a Twitter account. It’s not about who owns more social media, it’s about how effective your messages are. Use Twitter with caution, because it can generate you more trouble than rewards.


P.S. Twitter is a great platform for customer service, demands can be solved fast and you can use the search tools to improve your business.

Next week I’ll dig into Google+. Meanwhile, look at other tips for Twitter on the following links:


10 Facebook sins for CMO’s

So you decided to create a Facebook page to promote your business/product? Great! You just made your first mistake of your marketing campaign.

This is not necessarily true if you, as I suggest, plan ahead and come with a strategy that matches your objectives. But most of the “digital marketers” out there tend to sell prepackaged tactics that might look attractive, but are not effective.

Here are ten things you are doing wrong while managing your Facebook corporate page:

  1. Not establishing a talking voice or persona for your Facebook profile. In social media, consumers expect to have a closer relationship with their brand; you should have a clear voice and a defined demeanor while talking to them.The master has spoken!
  2. Not publishing enough posts, or badgering your users with constant updates. You don’t want your Facebook to be a TV Ad, but it shouldn’t be Twitter either. Try getting three to four updates everyday and track from there.

    Too much? Too many? Get an expert!

    Too much? Too little? 

  3. Not use pictures and videos. Posts with these kinds of media attract more attention, plus real people are sharing more and more images on the platform. Why shouldn’t you?

    Blows my mind

    Blows my mind

  4. Not use Facebook metrics. Are you not doing it? Really? They are making it even easier with their new dashboards. As a manager you should be getting one report in your desk at LEAST once a week – if not every day.



  5. Not using Facebook Ads – they will give you great returns if you have an adequate targeting and a clear idea on your objective with them. And here is a post that tells why Facebook Ads are Killing it.



  6. Not post on weekends or after hours – most of your users will be posting during that times, why shouldn’t your brand?

    Yes, we also use Facebook on weekends and after-hours

    Yes, we also use Facebook on weekends and after-hours

  7. Not having a publishing calendar. Much like magazines, Facebook and other social media, need direction and guidance. Define monthly topics with weekly themes and daily posts. Lay it down on a spreadsheet.

    So dissapointed


  8. Believing that Facebook is the correct channel to communicate with your audience. As I stated previously, this is not a pre-packaged thing – Facebook works as a tool, and you don’t want to hammer with a screwdriver – get the analogy?

    Anyone can create a FB page, how to use it - different story.

    Anyone can create a FB page, how to use it – different story.

  9. Relying only in likes to measure success. Just because someone liked your post or page, doesn’t mean they are reading your updates or converting to customers.

    Go back to your strategy - bigger picture!

    Go back to your strategy – bigger picture!

  10. Not having a strategy on what you want to achieve with your Facebook page. This is by far what bothers me the most. In order to maximize Facebook’s potential you need to be clear what are your objectives, where is your target audience and, bottom-line, how to reduce your CPA (Cost per acquisition) through social media.

    You should be sure where to go!

    You should be sure you are on target

Sometimes it’s just not worth it setting up a Facebook page; you’d be better off creating a Twitter account. But next week I’ll let you know why are your Twitter accounts not working.

Why should you do Twitter?

Why should you not do Twitter?

Contact me if you want help with your Social Media efforts. 

The fantasy of free media

There was a time in which you CEO’s and CMO’s used to tell their teams, let’s do social media, it’s cheap and effective! Wait, these are those times still. In my consulting I’ve come across several of these executives who are trying to cut Marketing expenses through the use of social media.

Are you saving money?

Are you saving money?

As digital marketers, we are to blame if this idea is still in place. We need to help understand our clients, bosses, and directors the enormous efforts required to create and maintain a social media campaign. Specially maintain. When do you think the “tweet nightmare” is going to explode? A Wednesday morning when your whole social media team is in the office? Of course not! It happens on a Friday night, where everyone is chilling at their place.

Of course it happened after hours!

Of course it happened after hours!

Don’t get me wrong, it’s an amazing experience being able to analyze and plan campaigns through digital channels, but some of your brands shouldn’t be on Facebook, or Twitter, or Pinterest, or any other social media. Your efforts could be better spent and your ROI will maximize through email marketing, which produce 27% leads in average, according to the Hubspot.

Email is effective!

Email could work better than social media if you have the correct strategy.

As a marketing consultant I don’t go for flashy, I’d rather be effective. I don’t go for reach, I’d rather have quality. This might not be what you as a CEO or CMO want to hear, but as a digital marketer is my job to tell you that your strategy is wrong (if you have any in place). My next posts will go over the ten sins of brands and companies while in social media. Next week we start with Facebook.

Read my previous posts!

Read my previous posts!