How Does a Business Leverage X For Brand Storytelling?

Let’s face it, if you have a business or are in charge of online marketing for a company of any size, you need to use any tool available to generate more leads or conversions. Is there any company that is ‘perfectly fine’ with their volume numbers and not trying to get better? Even juggernauts like Apple keep the pedal down on finding new ways to attract and keep customers.

AIf used effectively, X provides a direct, real-time method of contact between customers and brands. X is an unquestionably effective medium for expanding your business or brand online. The typical X user follows five brands, and 80% of all users have tweeted about a brand.

So with that in mind, how the heck do you use platforms like X to help generate anything useful for your company/business/brand?

A Misunderstood Platform

Currently, there are more than 396 MILLION individuals who use X. By far it is one of the most unique and volatile social media application available. Tons of people use it even though most of the time it seems useless or ‘hard’ to understand.

For the most part musicians and celebrity types fill up the Top 30 Twitter accounts ranked by people following. So, there is a dedicated group of people out there listening, tweeting, and re-tweeting constantly as a form of communication and connection.

But how the heck do you tap into that stream? That has been and continues to be the million-dollar question.

The X Influence

There is a direct relationship between X and business being driven in a positive or negative way. A recent study showed that as consumers talk about brands, their tweet patterns actually correlate with stock performance or customer business perception. While that might seem strange, because most people who use X don’t seem like they would be huge stock traders, it does make perfect sense.

What drives stocks? Usually, it is public perception of a brand, confidence in the brand, and talking about prices. X is just another way that information is shared among consumers. As a bonus, it is something that can be tracked and viewed from a historical and current market perspective. Plus, Xers relates to brand usage more personally compared to other methods of response. This might indicate that the data is more ‘raw’ in essence because of the naturally unfiltered free nature of X.

Take Advantage of It

Who doesn't want millions of X followers? All of us do. However, this is only feasible if we take responsibility for actively interacting and connecting.

So, what can you do? If you are a business that has people talking about you, you need to do your best to not only keep the conversation going but also keep it positive. This means:

• Analysing social data
• Review posts that create good conversations
• Emulating these posts yourself (or via friends and affiliates)
• Optimizing future content and announcements in a similar fashion

• Using your account for the latest and most up-to -date brand news, industry news, deals, etc
• Make sure your profile is friendly and approachable in a way that matches your brand
• Using it to provide customer support, feedback, and interaction
• Making it part of your networking platform to connect with other professionals and businesses
• Use it as a lead generator
• As a method to link to other social sites you are on like Facebook or YouTube

Bottom-line

X is another tool in the arsenal of a business marketing communications plan. Like many social platforms, it becomes a ‘use-it’ or ‘lose-it’ affair after a while because the longer you wait to jump on the further you get behind the technology. It is like a business that thinks their Facebook page is fine and they don’t need to waste time with that ‘X thingy’.