Make sure your brand is using Twitter as effectively as possible with these top tips.

1. Get the timing right

Jessica Phillips, account executive at technical PR agency, Stone Junction, says: “One way to successfully market your brand through Twitter is to optimise publishing times. Social media tools such as Buffer and CrowdFire not only assist with Twitter growth, but show you the times that your followers are usually online. After all, there is only so long that you can browse your Twitter feed and if your post isn’t new, it’s unlikely that they’ll see it.”

2. Automate with influencers

Barbara Soltysinska, founder of Indahash – a tech platform that connects brands and agencies – says: “Use automated platforms to work with many influencers at the same time; especially those who specialise in certain subjects. The key to Twitter is to 1) spread the news and b) to make it important. If you can provide social proof (i.e.a number of influential people posting the same message) the spiral of shares should take off.”

3. It’s good to talk

Jessica Phillips, account executive at technical PR agency, Stone Junction, says: “My last piece of advice is to actually have conversations. People, as opposed to automated Twitter accounts run by ‘brands’ are much more likely to follow you if you talk to them. It can’t all be broadcast, broadcast, broadcast…”

4. Paint a picture

Matthieu Clauzure, brand and marketing manager, CCA International, says: “From a brand’s perspective, this can also provide social media advertisement – for instance a sports retail brand could post a picture of a pair of football boots and ask followers to identify which sports star is wearing them. Those correctly answering could be rewarded with a small discount code and a link to the product on the website; brands can even take a step forward by gathering the winners’ home details via DM on Twitter and sending the reward through the post or using real-time location services to direct them to a nearby store to collect the item. Consumers should emerge with an enhanced experience and samples of products they find desirable and have an interest in.”

5. Own the hashtags

Matthieu Clauzure, brand and marketing manager, CCA International, says: “On Twitter, where appropriate, the brand can take control by creating a new hashtag: for example #Heathrowterminal5 could be used by an airline that’s experiencing delays, to link the airport and specific location of the affected area. The airline could then use this hashtag to post real-time updates to keep customers in the know. This hashtag can then be shared and reposted by customers affected by the same flight issue.”

6. Refine the hashtags

Jessica Phillips, account executive at technical PR agency, Stone Junction, says: “Social media channels are starting to restrict the amount of users that your messages can reach. However, simply tailoring your use of hashtags to suit your target audience can counteract these restrictions. For example, if you want to target local businesses, look out for your region’s business hour on Twitter. Alternatively, check out the hashtags your most successful competitors are using. This should give you an idea of which hashtags and topics your target audience are paying attention to.”