The Problem with Brands and their Twitter Bios

Peter in chorltonville photo credit: jonny2love

As more brands are jumping on to Twitter, I’m starting to notice one thing: how poorly their Twitter bios are written. This is a detail that is often overlooked, which means brands are missing a big opportunity.

Let me give you an example: Say I casually mention that I happen to like Brand X over Brand Y. Brand X is active on Twitter, monitoring their brand (as all brands should be). Brand X sees I mentioned them, and they reach out to me by tweeting something back. I see Brand X in my @ replies tab, click on their name and check out their 160 character Twitter bio. Their very short bio says something like:

We are Brand X, the best something something. Founded in 1820, we’re the oldest Blah Blah Blah, serving original Blah Blahs to over 500,000 people.

Basically, Brand X just gave me some copy they took from the “about us” section on their website. I’m completely uninterested and that’s the end of that. Brand X just missed a huge opportunity — the opportunity to gain a vocal follower who shows an affinity for their brand. What would have been a better Twitter bio for their brand? Something along the lines of:

We tweet about blah blah, our exclusive discount codes,  and give away blah blahs every Monday and answer all customer service questions. We’re funny too!

What’s the difference? The second example entices me. I read the bio and I know right away what Brand X is offering, what value they will be adding to my Twitter stream and what kind of tweets I should expect to see.  Sure, I want exclusive discount codes. Yes, I want to learn more about office supplies and tips on how to clean my house organically; so yes, I will follow your brand’s Twitter account. If a brand simply writes a short bio on their history, their location or nothing at all, the chances of someone following that brand may dramatically decrease. I imagine that the average person glances over a Twitter bio for a couple seconds and either clicks “follow” or clicks the little X in the upper right hand corner of the browser or tab.

Soooo, in conclusion…Be clear with what your brand or business is offering through Twitter. Entice your followers. Take some time to think about it. Answer one question: Why would anyone want to follow my brand? And please, oh please, don’t just use pre-approved copy off your company website.

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