How and why my business uses Twitter
by Elaine Clark of CheapAccounting.co.uk
"I set up CheapAccounting in 2007 and started using Twitter to promote the business in 2009. Previously, I used business forums and blogs, but Twitter offered an additional communication channel.
Since I've been using Twitter, on average the number of visitors to my website has increased by more than 50 per cent a month, which has driven sales. I get many tweets and direct messages from prospective clients. These convert quite easily, because the tweep [person using Twitter] knows CheapAccounting from our Twitter feed. Our special offers and new products promoted only via Twitter sell quite well.
CheapAccounting's profile has been raised enormously thanks to Twitter. I think of it as like walking into Old Trafford or Anfield and being able to talk to nearly everyone in the crowd at once. Twitter provides the perfect channel for us to promote our brand.
My tweets [140 character messages] vary, but I always avoid 'broadcasting' – using Twitter simply to say 'buy me'. The key to using social media is engagement and social interaction. I very rarely post any pure sales messages. It's about getting people to like and trust your brand.
My tweets include links to my blogs and free advice guides to general discussion and socialising as you would when networking offline. I also comment on events in the news to add to or prompt discussion. I avoid politics, religion, football and criticising others. I never get involved in arguments, either – although they happen on Twitter.
I post at least once a day, but it can be a dozen times, it depends. I'm not a fan of scheduling tweets, because you and your followers will get more out of it if you interact in real time.
You should remain professional and polite when using Twitter for business. Don't be rude, unfairly critical or negative. Shouting 'buy me!' all day long and failing to interact is very off-putting. You've got to keep your tweets fresh, too, otherwise you risk boring – and possibly losing – your followers.
Just like the rest of your marketing activity, social media requires careful planning. It requires patience and hard work, too – success won't come overnight. Using Twitter should be fun, so enjoy it.
Is it strange for an accountant to be such a champion of Twitter? I don't think so. Many accountants are now waking up to social media. I've witnessed a shift in the past year in attitude from "Twitter? Never!" to "Mmm, I'd better take a look". The accountancy profession is like an oil tanker – it's slow to turn. The uptake of email and websites was slow among the accounting profession and Twitter is the same. However the astute amongst the profession are now beginning to realise the many business benefits."
