Building Business Via Twitter: How A CEO Should Tweet

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September 7, 2013 ‐ By Ann Brown

In the wake of the most recent Kenneth Cole Twitter fail, this is particularly relevant.

If you are a small business owner you are probably sending your own tweets. But Yahoo says there is a right way — and a wrong way for — CEOs to tweet. The website asked several CEOs for a few tips. Here are some:

Do tweets that inform and solicit response. Erica Dhawan, CEO of Erica Dhawan, LLC tells Yahoo, “Give to others, share as much information as possible related to your content and mission by others. Over time, your tribe will follow. Don’t be afraid to mix the personal and professional–people want to follow the whole you!”

If you aren’t one for a lot of words, share other info such as articles. “It gives followers insight into what you’re inspired by. Plus, articles are an easy thing to save up—you don’t need to post them as soon as you read them—so you can keep a backlog of content for when you’re short on 140-character witticisms,” shares Doreen Bloch, CEO/Founder, Poshly Inc.

Build your brand by providing information of value. Why would YOU follow you? If you can’t figure out a compelling reason, then it’s worth focusing on providing some kind of consistent value on some topic, obviously ideally in your company’s industry. If you want to build the go-to company, become a go-to thought leader first,” says Derek Flanzraich, CEO and Founder of Greatist.

Skip the politics. Not everyone will agree with your politics and it could drive away your customers.  Says Ashley Bodi, co-founder, Business Beware, “There are way too many opinions out there about the topic of politics and if you are strong for one side, it could be a huge turnoff to people. It’s just something you should not mix with your business if it doesn’t pertain to what you do.”

Be you. Do your best to be authentic and your followers–and potential clients–will better connect with you. “Fans and followers are interested in your social media updates because they want to know YOU. Be authentic and everything else will fall into place,” offers Alexis Wolfer, Founder/CEO of  The Beauty Bean.

And most of all respect your critics. Just because someone criticizes you  or your company, doesn’t mean they don’t have something valuable to say. “As you’re sharing, it’s inevitable that you’ll get some critics, so it’s best to listen, respond when appropriate and adapt… For a recent example check out the feedback when Square’s CEO Jack Dorsey (@jack) unveiled an army of 13 male interns and faced the question, ‘Where are the women?’,” says Kelly Azevedo, founder of She’s Got Systems.

Which companies do you follow?

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