5 Celebrities And Brands Who Have Mastered Twitter

Originally published on Forbes.com on August 7, 2015 By Jayson DeMers
5 Celebrities And Brands Who Have Mastered Twitter
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Twitter isn’t a place for corporate lingo; it’s a place where brands can act like people do.
When you think of brand building on Twitter TWTR -0.69%, celebrities may not be the first people who come to mind. However, with legions of followers, some celebrities are worth looking considering for insight. Celebrities ranging from Lady Gaga to Ashton Kutcher are doing something right on Twitter – and they’re not just tweeting out their most recent Starbucks order.
Marketers are constantly striving to make their companies’ presence known on Twitter, which has more than 645 million active users. They try to push the envelope with white papers, eBooks, retweets and participating in popular hashtags, but the fact of the matter is that success isn’t based on tactics; it’s based on strategy.
Before you look for another way to create content and push it out to the masses on Twitter, take a peek at a celebrity on Twitter. What is he or she doing that results in millions of followers? Does the person automate tweets or add personal flair behind each 140-character update? Here are five of the top brands and celebrities that have Twitter marketing down perfectly.
1. Ashton Kutcher
One of the first major celebrities to embrace Twitter, Ashton Kutcher is an icon on the social network, having amassed over 16.3 million followers.
Kutcher keeps his tweets relatively personal by letting the world know his thoughts and updating everyone on happenings in his everyday life. For instance, when Kutcher tweets just about anything opinionated, Twitter explodes with an outpouring of support for his opinion – and that type of sympathy doesn’t come out of the sky. Kutcher’s approach to Twitter is what keeps his followers talking about him on the social network.
Key takeaway: Personalize your tweets; voice your opinions, and connect on a human level. This humanizes your brand, strengthening relationships and increasing engagement with your audience.
2. Lady Gaga
Lady Gaga’s “Little Monsters” don’t always need to be by her side for her to connect with them, specifically through Twitter. The eccentric pop singer is known for posting details about her life at home, in the studio, and on the road, which helps her stay in touch with her fans. However, Gaga is also popular in the Twitter world because she posts photos, which are especially relevant to her reputation as a “shocker” in the industry. Now, her followers log onto her profile to see everything from her face without makeup to her latest stage props.
Key takeaway: Marketers who want to use Gaga as an inspiration should absorb one key tactic – using photos regularly in their updates.
3. JetBlue
JetBlue recently made Mashable’s list of 40 companies that are using Twitter efficiently, but what’s the airline doing that separates it from the rest? If you visit JetBlue’s Twitter page, it’s obvious that they care about providing value to their customers through their Twitter account. This means giving them valuable information that they can use to their advantage. For instance, JetBlue is known for tweeting out special sales and deals on flights on a whim. Not only does this give people a reason to follow their Twitter page, but it keeps them coming back for more.
JetBlue also makes it a priority to listen to its followers in order to learn about what they should be tweeting. Interestingly enough, JetBlue told Mashable that its goal isn’t necessarily to grow its following quickly, but naturally over time. The airline wants to focus on showing people that it’s a brand built by real people who care about consumers.
Key Takeaway: If you want to use JetBlue’s model in your marketing plan, keep it real, and provide spontaneous value through your tweets. Keep your customers coming back for more, and give people an incentive to follow your Twitter account by offering special promotions spontaneously.
4. DirecTV
DirecTV is similar to JetBlue in the way in which it offers followers special deals on a whim. For instance, Twitter users can access the DirecTV page to find out which movie channels may be free to them on a specific weekend, or how they can save money through a special offer. However, DirecTV takes a more specific approach to how it engages with its customers. Charles Miller, director of inbound e-mail operations and social media strategy, told Mashable that DirecTV always tries to keep its interactions concise. This means that if you were to tweet to DirecTV with a question or an issue, you’re likely to receive a response that gets straight to the point. The company’s goal is to not only listen to its followers, but engage with them to understand their current challenges and provide solutions.
Key Takeaway: Listen to your followers, and engage them when they need help or have questions. Provide solutions; consider Twitter a channel for customer service.
5. Katy Perry
In terms of utilizing multiple strategies to make a splash on Twitter, Katy Perry is a prime example. The pop singer uses her account to share updates on her personal life, promote her own music and videos, and tweet out sponsored posts. Some celebrities like Perry can make thousands of dollars by simply sending out a sponsored tweet – it’s no wonder the pop star does it. If you want to use Katy Perry as a model for your marketing, think about how you could present your business in a more casual light.
Twitter has a casual tone, similar to Facebook, and adhering to this environment can increase your chances of drawing an audience. Fun should be the name of the game, regardless of why you’re sending a Tweet.
Key Takeaway: Diversify your tweets, and keep a casual tone on Twitter. Twitter isn’t a place for corporate lingo; it’s a place where brands can act like people do.
Twitter is constantly changing; there isn’t just one ticket to success. As these brands and celebrities have shown, there are different paths to success on Twitter. Try implementing a few of the takeaways that are working for these brands and celebrities, and see if your Twitter strategy starts to gain traction.
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Jayson DeMers
I de-mystify SEO and online marketing for business owners.
I graduated from the University of Washington in 2008 with a degree in Business Administration (Marketing), and immediately entered the professional online marketing world. I founded AudienceBloom in April 2010, and have since become a columnist for Search Engine Journal, Search Engine Watch, and Huffington Post. My personal blog is located at AudienceBloom.com/blog. I guest lecture for marketing classes at the University of Washington, and currently reside in Seattle, WA.