Mastering Twitter for Your Fashion Brand

Mastering Twitter for Your Fashion Brand

Who thinks that Twitter is hard to understand? Or that it’s useless?

Obviously, Twitter has less fans than Facebook.

The first thing to say about Twitter is that it’s not Facebook. Twitter is topic-centric. The thing that links you to another person on twitter is mainly a topic you are both interested in and not a relationship you have with that person.

There’s a neat saying that wraps up the idea perfectly: “Facebook is for people you went to high school with, Twitter is for people you wish you went to high school with.”

Twitter core value is to bring people closer to their interests.

The Fashion Industry and Twitter

For big brands, Twitter makes fashion more accessible, personal, and engaging to consumers. Often, designers see success on Twitter when they operate their own accounts. In a similar fashion, brands that have a single, recognizable point person handling their social media presence often see higher brand loyalty among customers. This is the example of @DKNY and @OscarPRGirl.

@MichaelKors’ account tweets words of wisdom from the fashion guru himself, gorgeous pictures of his latest designs, and awesome hashtag-inspired contests. In the words of MK himself, he’ll teach you to be fashion #fearless!

Getting Twitter

Step 1: Make the commitment
-In order to be successful, make it a planned activity and set aside time each day to spend 30 to 60 minutes on Twitter participating.
-Don’t massive tweet! Some people can tweet often and do it well; others just don’t have much to say. A good rule of thumb is to aim for four to five posts per day if you’re a novice — and if you don’t feel comfortable tweeting that often, less is definitely better.
-If you’re going to be live-tweeting or posting more than average for a period of time, alert your followers beforehand.

Step 2: Follow key people
-Check Fashion lists: Lebanese Fashion Community on Twitter:
https://twitter.com/MarieNakhle/lists/fashion-news-lebanon
-Follow people in your industry
-You are under no obligation to follow every person who follows you. In fact, following people blindly makes you look like a robot. Check the last 10 tweets of the person before deciding to follow him.
-Don’t do a “Twitter one-night stand” — following someone and then unfollowing her the minute she follows you back. It’s an underhanded way to gain followers and it’s just plain rude.

Step 3: Interact with people
-Track your mentions: Respond, ReTweet and Interact.
-Remember, it is a community made up of people so include your personality in your tweets.

Step 4: Provide Value
Don’t make it a one-way broadcast by only tweeting out promotional messages and avoid flooding your audience with updates.

Step 5: Measure your success
-Define metrics. Do some thinking about how you’ll measure your success: Will you track how many followers you get per week or how much your followers interact with your account daily?
-Here are some metrics to consider:
Follower growth How many new followers you get every day, week or month.
Follower quality and engagement How many users interact with your account.
Reach How many users favorite or retweet your Tweets.
Traffic How many users go to your site.
Conversion How many users sign up for your service or buy your product.

Twitter 101

The only way to understand twitter is to use twitter.
Twitter is made up of 140-character messages called Tweets. You can do a lot with 140 characters like include videos and photos.

A – Profile Setup
A major element of your digital identity is your Twitter handle.
Make it short and easy to remember.
You can change your Twitter username (or handle or ID) without affecting your following count or your tweets.
Set up the Profile picture, Header image, Background image, Account Layout, Biography, Website link.

B- Twitter Vocab

– Tweet
So what could you tweet about?
Share news of your business.
Share links to cool stuff you find online. Don’t share a link without crediting your source.
Engage your followers directly: ask questions, throw a statement out there, do something to trigger a conversation.
Retweet others when they post tweets you like and want to share.
Use multimedia tools, such as Instagram to share pictures.

– Reply
You can respond to a Tweet by hitting the reply button. When you reply, your response is public, and will show up in your home timeline and the timeline of the person to whom you are responding. The reply will also be visible in the home timelines of people who follow both you and the person to whom you sent the reply. Meaning, someone not in the conversation has to follow both of the people replying to be able to read both sides of the conversation.

– Mention
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your followers to see the message. So instead of a reply, use a mention. Include the @username of whomever you want to mention in your Tweet, and it will appear in the Mentions section (in the Connect tab). All @username mentions are clickable and link back to the mentioned individual’s profile.

– Retweet
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send the original message to all of your followers.

– Common abbreviations
DMs are Direct Messages. RTs are ReTweets. TTs are Trending Topics (subjects which many users across Twitter are talking about simultaneously). #FF is #FollowFriday (shout out to one of your followers). Don’t FF exact same people every week.

– Tweetup
A tweetup is an event where people on Twitter come together to meet in person.

– Hashtag
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations around a specific topic.
Clicking on a hashtag takes you to search results for that term. The hashtag is also used in events to keep track of what people are tweeting about the event. It can be used for 2 purposes: Classification and Humor.

-Live tweeting, event coverage
Live-tweeting is a sequence of focused Tweets, following the same topic, using the same #hashtag.
The focus can be a big live event, a conference, a TV show, etc.

C- Best Practices
– Don’t make your tweets private.
– Don’t post your Tweets to Facebook.
– Don’t automate replies
– Keep Tweets Short
– Use URL Shorteners like http://goo.gl
– Use 1 or 2 hashtags in each tweet
– Use Images in your tweets
– Use people handles when mentioning them.
– Third-party applications such as Echofon, TweetDeck, Twitter for iPhone (iPhone/iPod Touch/iPad), etc. can help you to manage your Twitter account(s) better.
– Add a call to action
– Reward your followers with discounts, deals, special offers


This article is a part of the Social Media for Fashion Seminar co-hosted by Raghunter and Keeward. For the full schedule, click here.

Posted in: Social Media for Fashion
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