10 key indicators your Twitter strategy is missing the mark

When your goals, audience engagement and self-awareness are lacking, so is your effectiveness

Twitter is not a one-size-fits-all world. Your organization’s Twitter strategy needs to be tailored to your business, product and audience. That said, there are best practices you should take into account when looking at your Twitter strategy.

Here are some indicators that you might be on the wrong track:

1. Sending a tweet out involves more than one person. Your tweets are not press releases. They do not need to be read and revised by three people before being sent out. You’ll find most good tweets would be spoiled if they were edited in such a way. Twitter is about being authentic. Choose the person who tweets for your company carefully, as they are portraying your message to the world. Then let them do their thing and don’t edit or oversee them to death. (Did I mention you should choose them carefully?)

2. You talk only about yourself. If every tweet reads like a self-congratulatory pat on the back, you have a problem. That problem is the yawns coming from everyone but your mom. Write as if your audience doesn’t already love you and could unfollow you at any moment.