Brands, companies and everyday tweeters kill me with their direct messages. Direct messages (DM) are private messages that a tweeter can send to a follower. However, tweeters are not sure how to use the tool to the fullest extent.
My number one pet peeve is the “Double Take Approach”. A lot of companies use the “Double Take Approach”, in which, once the consumer has accepted their first offering, they ask the consumer if they would be interested in accepting another offering. For instance, you call XYZ Cable Company about your service, once you have upgraded your cable package (accepting their first offer), the company asks you if you would like to bundle your cable package with their phone service (second offering). WRONG!
How many times do you follow a company and an hour later the social media manager DMs you the following message:
“Thanks for following XYZ Company. Be sure to “Like” us on Facebook.”
“If you like our tweets, you will definitely LOVE our website. Check it out!”
I’ve already followed you, why should I do more? Chill out social media managers, use OTHER methods to build up your Facebook “Likes” and website traffic. This just makes you seem lazy and impersonal.
Direct Messages are an opportunity for you to directly market to that individual follower. The “Double Take Approach” will get you un-followed FAST, QUICK & in an HURRY, by me at least! The DM should only be used for the following: Personalized Thank You, Promotion & Campaigns, and Personal Engagement.
- Personalized Thank You. Everyone loves a good thank you, especially a personalized one. If you have an hour to spare, go through your followers’ profiles and do your research. Depending on your service, you might be able to fulfill a need. If Jane Person is a blogger, check out her blog and read two to three posts. Maybe she mentioned something that your brand has in common, or something that you may find interesting. Comment on the post and DM her with a message similar to this: “Thanks for following XYZ Company Jane, I loved your “Such-and-Such” Post on your blog. Cheers!”
- Promotions & Campaigns. Your company is having a “Love Our Journalist” Twitter Party, before you send out an email blast to the old “Media List” why not target journalists from your current followers’ list? DM your followers and invite them to participate in the upcoming Twitter Chat. This makes them feel special and the follower will be more likely to consider joining your event.
- Personal Engagement. Maybe a customer has an issue with your service and mentioned your company in their tweet. It’s time for some good ol’ fashioned public relations clean up and customer service engagement. First, retweet the follower and address their issue, concern or praise. Then follow up with a DM to let them know that their feedback is valuable and you will forward their information to the proper department.
What methods do you use for Direct Messaging? Have you been guilty of the “Double Take” Method?