In 2014 an unusual announcement came; Uganda’s President Yoweri Museveni is now on twitter thanks to Sarah Kagingo and other people that worked behind the scenes to get the old man with a hat to join the digital conversation.
There are a thousand reasons why twitter marketing might be part of your business strategy but this is about 3 key facts, that Umeme, NWSC, URA, KCCA and only a handful of brands seem to understand and apply better.
1. You can't dodge being involved
“Twitter is a conversation not a technology and it is happening with or without you” - Charlene Li.
But that’s just a quote.
Crane Bank stopped tweeting on 15 September 2016, nearly a month before it was taken over the by the central bank of Uganda but it is still a key word in way too many conversations.
In the last 24 hours alone, more than 100 tweets/retweets carrying the name of the name of the financial institution have been sent.
Tweets About Crane Bank Uganda
The point is that a brand ought to go on twitter and fight for itself or collect the harvest from good service or sit back and lose it all. The conversations will happen with or without you, and they will be about you.
2. Twitter Is A New-Customer-Acquisition Machine
Trust me; whoever said the number of twitter followers a brand has does not matter never meant it!
According to a twitter report; 72% of people are likely to make a purchase from a brand after following or engaging with the brand on twitter. Even better, 74% of all the people that follow a brand want to get updates about the brand’s products.
That is not just a statistical data. The point is that at least 7 out of every 10 people that follow your company’s account on twitter are potential customers.
More than half of all tweets by Uganda Revenue Authority are about their tax activities. The rest are about inspiration and responses to public queries.
If you know exactly why people follow you, what do you do next? Would you consider setting up a lead nurturing strategy for twitter?
3. Twitter Is a Public Customer Service Centre
Customer relationship management changes its privacy settings the moment it gets to twitter, but don’t take my word for it.
Over ‘90% of tweets and replies from Umeme limited, and National Water and Sewerage Corporation are about customer complaints, updates on shutdowns, failures and responses to support queries posted/tweeted publicly (for everyone to see).
Take a second read of that. Why would someone post in the open that they have failed to load Yaka?
The answer is simple; twitter complaints usually result in swift response because the reputation of the company that the complaint is being directed to is at stake.
A 2014 study by Lithium technologies revealed that 72% of people who complain on twitter expect a response within an hour and that 29% of them would tell their friends and family about the experience in case they did not get a timely response.
Twitter is not a secret, after all.