Twitter, it’s a funny old thing.
We post updates, images, pictures, polls and stories to encourage our audience to engage, by reading our articles, retweeting, liking and commenting. It’s amazing when you tune in with your audience, supplying them with relevant and topical content, engagement grows and your social presence becomes more credible.
Related Post: Why your social media channels should be aligned
So what happens when you have more than one twitter account?
Is there a need to consolidate and have only one twitter feed? I say no, and so do many big technology giants such as Google, Apple, Sony, Amazon and the list goes on. Just because you are a global company, doesn’t mean your customers always are.
Research shows customers enjoy engaging with content relevant to their environment and community. Twitter offers your audience a place to find local news relevant to their needs and requirements.
90% of consumers like custom content from brands, according to a New Time Inc. Study - Click to Tweet
Being able to target your content organically through multiple twitter channels is an effective way of communicating with your audience. Now you can argue, and some have, everyone globally can see twitter, and yes that’s true they can, but the benefits of being able tailor your twitter feed regionally to suit your customer base allows you to create a cultural fit within your B2B (or as I refer to it, B2P - business to people) audience base. Giving them the choice to select the feed, or news channel they’d like to follow.
One size doesn't Fit All
Dutch clothing retailer C&A standardised all their fashion lines throughout Europe. In 2000, after loosing £1 million per week, C&A were forced to close all their UK retail stores. Why? Because they didn't tailor for the tastes of their market, their business plan to standardise all clothing and fashion through Europe meant they didn't stay in tune with the UK market. Business must understand differences in culture and not implement a one size fits all to their marketing strategy.
The company later admitted "Its policy of buying clothes to fit all its stores across Europe had left product lines failing to match UK tastes"
89 percent of people believe custom content is a great way for brands to break through the rest of the clutter online. Click To Tweet
Tailor your content to the market
Twitters own guidelines suggest: "if you have the resources to create distinct Twitter accounts for your largest markets, consider creating tailored content for each account to help reflect the unique tone of their region."
Targeting your audience on twitter
Get to know your audience, and learn about their likes, interests, and behaviours, which will drive targeted content and help you to communicate with them on a more personal level. Understanding your individual markets tastes and needs makes you a popular and relatable business.