The (almost) definitive guide for brands on Twitter

Among those 6.2 million are a handful of brands. Of those brands, few are using it correctly or seeing any kind of return from it.

Part of the problem is that marketers don’t fully understand the platform and the companies that employ them don’t want to invest in paid social media marketing.

Mostly, though, the problem lies in the content: marketers struggle at creating Twitter content.

Here’s how brands should handle their Twitter presence—a definitive guide, if you will.

Don’t use Twitter for your brand.

As a managing director of social media at an agency, this recommendation is probably antithetical to my very professional existence. But if you’re going to approach it in the wrong, don’t use Twitter to promote your business or brand.

For example, I’ve heard both small business owners and marketing reps from huge companies say things like, “We’re on Twitter but I don’t know why—we haven’t seen any spike in our sales.”

Back it up, cowboy, because you’re going about this all wrong.