Maintain consistency in your online footprint.
Think of Twitter as an extension of your website and any other social media tools used by your organization. This means that the "skin" of the Twitter account should be branded the same as your website. At the very least, select a skin that matches the color of your logo (e.g. https://twitter.com/WorkforceFla). The best solution is a customized template that mirrors the look-and-feel of your website (e.g. https://twitter.com/CelinaAtFCM; https://twitter.com/redcross).
Maximize search engine optimization potential.
Your Twitter user name should include the keywords for which you wish to rank. For example, if you want people to find your Twitter profile when they search for workforce or jobs, make sure that 'workforce' or 'jobs' is in your name (e.g. @XYZworkforce). It is usually a good idea not to use any dashes, and to make it short and easy to remember. Do not use a shortened link (e.g. from bit.ly), and do not use the "www" as Twitter will only display the first 20 characters.
Use keywords in your bio that you would expect customers to use to find you, and be sure to update your location. You can do this by logging into your Twitter account and clicking "Settings". From there, change your "One Line Bio".
Clearly define target audiences.
One of the biggest mistakes in using Twitter is not clearly defining the target audience. For example, there are workforce organizations that mix posts for their job seeker customers (e.g. job postings) that have no value or meaning for their strategic partners and funders. When developing an overall strategic communications plan, segment your customer groups and match specific social media accounts with the identified target audiences. The reason for this is that government, non-profit and community-based organizations are not retail shops that can drive traffic through price incentive posts. These organizations rely on the subject matter expertise and knowledge of their staffs; in other words, content is king when posting to social media. Twitter is conducive for B2B marketing, so use your Twitter account to target key influencers and partners. They won't have to wade through unnecessary posts and will be more likely to follow your organization. Also, make sure to use hashtags (#) to categorize Tweets by keywords and phrases.
Optimize your business for social media.
Include a 'Follow Us' message, with active links when appropriate, on all organizational communication mediums including your organization's website, business cards, email, and at the conclusion of presentations as a call to action. Let people know that you want them to follow you.
Does your organization have a social media strategy for 2013? If you don't, click here for free resources, and contact us for a complimentary consultation.