Many companies have entered the management of corporate X (formerly Twitter) accounts as a ``free PR,’’ but there are many cases where they run out of ideas to send out messages or end up leaving their accounts unattended without increasing their number of followers. On the other hand, there are also successful accounts that have amassed hundreds of thousands of followers and formed passionate fans. In this article, we will introduce operational tips common to successful corporate accounts.
What all successful accounts have in common: the humanity of the “people inside”
A typical pattern where corporate accounts fail is when they only post press releases and advertisements. Users of X do not want to communicate with “companies”, but with “people”.
Successful accounts (such as SHARP and SEGA are famous) carry the banner of a company, but they honestly express the personalities and emotions of the people inside (such as being happy, tired, and respecting other companies’ products). This “human touch” is the biggest reason why users feel a sense of affinity and want to support them.
Effective operation techniques
1. Thorough target and character settings
In addition to deciding who you want to send your message to, you should also set up a persona (character) in detail, such as what kind of personality you want your account to have.
- Is your tone polite or frank?
- Do you use emojis?
- How much non-work-related chat should be included? If these things become unstable, users will feel uncomfortable about their account.
2. Balance between “empathy” and “beneficial”
The basic rule of posting content is to keep in mind the ``2:8 rule’’ (20% advertising, 80% other things) so that it doesn’t end up being just advertising.
- Posts that create empathy: Daily tweets such as “Today is Monday, let’s do our best” and “There is a lot of work involved in XX, right?”
- Useful information: Unexpected ways to use our products, industry behind-the-scenes stories, useful tips, etc. By interweaving these in a well-balanced manner, you can create an account that does not get in the way even if it flows into the timeline.
3. Proactive active communication
It is important not only to post, but also to interact with other people’s posts.
- Perform an ego search using your company name or product name, and thank the users who mention you with a “like” or “reply” (quote repost).
- Interact with other companies’ accounts in related industries in a humorous way. This two-way communication fosters enthusiastic fans (ambassadors).
How to deal with the risk of flaming
Showing the personality of the inner person'' also carries the risk of causing a commotion. Successful companies don't just post whatever they want. We have established strict operating guidelines (social media policy) in advance, such as Do not touch on topics related to politics, religion, or gender,’’ Do not criticize others,'' and When in doubt, ask your superior for confirmation.''
Summary
Operating X’s corporate account will not produce results overnight. First of all, it is important to break away from being a promotional speaker'' and develop your account as a window for dialogue’’ with users. While adhering to the guidelines, let’s continue to communicate with a human touch that is unique to our company.