Many brands are coming on Twitter at the moment. Each of them try to create their own community. That’s a good thing but many of them did not get the tool and how to interact with people online. For example, many of the new Twitter users come and add hundred of followers and hope them to follow back. That sounds a bit like a SPAM. Generally, I don’t follow back (I don’t think to be alone to do so). I wrote this article after several experiences I had as a freelancer and with @FC_Nantes.

1 – Design your Twitter page

First thing to do is to introduce yourself to the community. Nothing complicated… you just need an avatar, a quick bio and an URL to know more about you (your website/blog if you have one or a Social Media profile such as LinkedIn or -if it’s public & relevant- Facebook). Twitter enables its users to design almost everything on your page so enjoy! If you want to know more on this point go on this Mashable’s article.

Flickr just arrived on Twitter

2 – Define why you’re here

Consider that using Twitter (or any other Social Media tool) is part of a long term strategy. We’re talking about relations here, not a 6 week campaign… Twitter gives you a real power and relevant new interactions with people. OK, there are only nearly 10 million active users today (June 2009) but it’s getting bigger and bigger. Comparing to Facebook which reached more than 200 million last April, it’s not so much but do not forget that Facebook is 2 year older than Twitter. In July 2007, Facebook reached 30 millions, so Twitter, 3 years after its creation, is not so far.

I already used this draw several weeks ago but, for me, this is still the most relevant to define your use of Twitter.

Visual guide of Twitter

3 – Define who’s talking

You have to be very clear on this point. This Twitter account will be part of a « personalisation » of the brand. So, try to define clearly if it’s the brand (a group of people) or if it’s an official representative for the brand. You have many examples, have a look to these ones like StarBucks, American Apparel or Olympus US. I don’t think there is one best way actually. I advise you to read this relevant article on Mashable to find the right « brand voice ».

4 – How do I get thousand of followers? Create the interaction

Of course, it will depend on why you’re here but you’re not here to get plenty of followers but you are here to create something with your fans. So retweet, recommend (with #followfridays for example), answer and help when you can. The more you respect this, the more followers you will have. So don’t worry, it takes time. You can do some contests, offer some presents for example, it can help sometimes. Do not hesitate to create new things, it’s just the beginning… Levi’s in Australia or Naked Pizza in US are some nice and recent examples.

Instead of adding many people on Twitter (it can work if you add relevant ones but it’s not the best way for me), go on forums on your relevant topics, on social media platforms as well or on blogs of course and introduce quickly your new Twitter account. Once again, it depends on who you are. Personnaly, I prefer proposing than SPAMMING! That’s why this way seems to be the best for me.

4 – Make it LIVE

Yes, there is nothing more boring that an inactive Twitter account. Usually, it doesn’t last so much, you delete it quickly. Remember that you are here to bring something new to your « followers ». This week, Pepsi did a special tribute to Michael Jackson on its page and talk about this.

Pepsi on Twitter

Create, ask for feedback, answer questions. Don’t lie to people, we are on Internet, you can not hide stuff anymore… Be honest. Yes, don’t use irrelevant hashtag for example (special mention to participate to a stream to #specifictopic) like Habitat UK did several days ago (it was an intern actually, he got fired just after).

5 – Keep an eye on the Twittersphere

It’s not because you’re on Twitter that everybody knows that. So keep an eye on the twit’ concerning your brand or things surrounding your product/service. You have many good softwares for this like Seesmic Desktop, TweetDeck or you can use website like PeopleBrowser (you have plenty of them, I just give some good examples).

With these steps, you can build up something cool but maybe some of you have new advices to give ?