Following on from our last article (which explained how to set up a Twitter page for your pub) we will demonstrate how to master Twitter’s key features.
Getting to know Twitter is pretty easy. But too many people in the pub trade – and in other business professions – create an account and start tweeting, following and hashtagging till their heart’s content.
Which is all well and good. Problem is, they haven’t taken ten minutes to learn all the essential elements which will make them more productive and effective in utilising Twitter as a pub marketing tool.
I clicked around a few pub’s Twitter accounts. I discovered a missing biography here. An absent cover photo there. Plus there were accounts desperately in need of new updated content.
These are just the obvious aspects of running a pub Twitter account. No doubt there is much more they are missing out on.
So, read on and we’ll showcase the key functions you should be aware of on Twitter. This will lay the foundations for a Twitter account which will be effective in attracting followers and drawing new customers into your pub.
Get to know your homepage
So, you’ve set up your business Twitter page, but don’t know what’s what? Well let’s start with the home page.
Centre of the page: This is where you see tweets from people or companies that you have chosen to follow on Twitter. Plus the occasional tweet from an advertiser.
Above these tweets is a small box which asks: ‘What’s happening?’ Click here and you can start writing your own tweet which will feature on the news feeds of your followers.
(We will tackle how and what to tweet in order to attract followers – and customers – in our final article in this series.)
On the left hand side: In the top left you can see your profile picture, name and username. Plus details of how many tweets you’ve posted, the number of people you’re following and the number of followers you have.
Let me emphasise… I’ve set up this account for teaching purposes only. So, don’t be put off by my pitiful lack of followers!
In the bottom left is a list of trending topics. These are the most popular topics currently being discussed on Twitter.
Most are represented by the hashtag symbol: #. Hashtags are used before a word or phrase in order to allow it to show up in relevant searches. Again, we’ll explore how to use hashtags further in our final article on Twitter marketing for pubs.
On the right hand side: You will see suggestions for other people to follow. There will usually be a sponsored suggestion plus people or companies who are relevant to the other Twitter users you’re already following.
For the purposes of pub marketing, it’s a good idea to think local when deciding on who to follow because that’s where your customers are more likely to be. You may also consider following Twitter accounts which discuss trends in food and drink, or business advice feeds.
Create a list of different types of people to follow: include local newspapers or radio stations, local events listings, relevant food and drink experts, and useful business advisors. And don’t forget to be sociable and follow people who follow you (unless they’re pesky spammers, of course).
Top of the screen… from left to right:
Home tab: you’re here already…
Notifications: this button alerts you to any messages you’ve received or people who have started following you.
Messages: any direct messages sent to you can be accessed from this tab. These are private messages. You can also write and send your own private messages to people from here.
# Discover: This tab opens up a bunch of functions which has been designed by Twitter to help you find the best content which relates to the kind of people you follow…
Within Discover… you have…
– Tweets: here you get the best tweets according to Twitter’s algorithm (a mysterious computer calculation).
– Activity: ‘where you can discover what the people you care about are engaging with on Twitter.’ This option reveals the latest Favorites, Retweets, and Follows made by the people you follow on Twitter.
– Who to follow: Find new and interesting accounts to follow in the ‘Who to follow’ tab. Twitter makes recommendations based on the accounts you’re already following.
– Find friends: The ‘Find friends’ tab within Discover allows you to follow friends and colleagues with a simple contact import from your email address book. You may already have done this when first setting up your account.
– Popular accounts: The Popular accounts tab within Discover includes lists of popular accounts on Twitter, organised into different interest categories.
Edit profile and settings
Click on the profile picture of your pub in the top right hand corner and a menu will drop down…
The first option is View Profile which, once selected, displays how your page looks to others. However, it also enables you to edit your profile. Click on ‘Edit Profile’ to ensure that your profile is completed.
This includes your header photo, a biography, location and website address.
Your biography should detail where your pub is, why it’s such a nice place to eat and drink and other inviting details. Opening hours can also be displayed here.
Here’s an example from the Quadrant pub in Brighton:
Once you’ve completed your profile, return to the drop down menu where the second option is ‘Lists.’ Click on it and you’ll get taken to this page…
Lists are useful for organising updates from the different people and businesses you follow.
For example, let’s say you follow a number of Twitter accounts which offer business advice. Yet, you also follow a number of local news and events feeds. Furthermore, you’ll also follow people who are personal contacts.
Now, there may be a time when you want to look at only the latest business advice coming through on your Twitter feed. By creating a list, you can do just that.
So, click on the button ‘Create a new list’ and provide a relevant title and description for the list. I normally create these as private lists.
When I first created lists for my Twitter account, I left it public and I had people asking me why I had placed them in a certain category.
If you’ve created a list entitled: ‘Business Advice’ you can choose to view updates from only relevant feeds.
So, click on the list you’ve just created. Then either search for relevant users in the provided search box or select people you are already following by clicking on… ‘Following’.
Doing this makes it far easier to scan the information you want to read.
In order to view updates from a specific list you must return to ‘Lists’ under the profile settings and then select the relevant one.
Back to the drop down menu… and there are three more headings to explore
Help: further advice on how to use Twitter.
Keyboard shortcuts: a useful list which displays keyboard shortcuts for using Twitter even more efficiently. For example, if you press ‘g’ and ‘l’ at the same time, it brings up your lists…
Settings: there are a whole bunch of settings you can look at relating to the security and maintenance of your Twitter account. Peruse and adjust them at your leisure.
Now, you should have a good understanding of all the various aspects of your Twitter page. The most important thing at this stage is to make sure your profile is complete and is attractive to customers.
And be smart with who you choose to follow and how. If you hope to use Twitter as an important source of information and news, then lists are really important. They will help you organise the updates you receive.
The next important step for running a successful pub Twitter account, is content.
What should you write? How should you write it? What is the appropriate way of communicating with your followers?
This is where you need a Twitter marketing strategy which will transform your page into a tool for enticing customers to your pub.
That’s exactly what we’ll provide in our concluding article in this Twitter pub marketing series.