How do you cut through all of the noise on social media? The answer: cluster tweeting! As a consumer on social media, our communities are constantly growing. We get new followers on Twitter, make new connections on LinkedIn, find new people to follow on Pinterest and find “old” friends on Facebook. But as a marketer, how do we reach our target audience on social media, when so many other marketers are trying to reach the same audience? On Facebook and LinkedIn it has become a little bit easier due to the algorithms. But Twitter is in real time, there are no algorithms to determine what people see. Everyone sees everything.
It has become really hard today to reach the target audience on Twitter with so many statuses and promotions being shared by both marketers and consumers. Is it possible that the consumer will ever get the Tweet that we sent if we don’t sponsor it? Will the right people get the message that we intended them on getting? Or will they just scroll by the tweet and never even see the message?
In one of my social media classes we noticed this problem. In most social media guides, specifically Twitter guides, it is “best practice” to send out tweets with a time lag. But from what I have found, this really isn’t the answer anymore. It’s not possible to create a presence on Twitter when you are one of the thousands or one of tens of thousands of people trying to communicate a message. So what do you do? Cluster tweet.
In the same social media class, I mentioned what most professional social media companies say to do and realized it’s all wrong. Someone in your community will never see your tweet if you send just one, but the tweets that I (as a consumer) always see are the ones that are “clustered together”. This is what we now call Cluster Tweeting and was named by my student the Wilder Side of Marketing.
Cluster Tweeting is the act of tweeting a large number of tweets, maybe 5-10, in a short amount of time, about a minute. And then coming back and tweeting a few hours later, maybe even the next day and cluster tweet again. This method enables community to see your tweets because they are grouped together. The consumer will have a better chance of recognizing your brand in the future. The consumer may find it annoying, but if you’re only doing it once every few hours it is the best way for brand recognition in the future. Also, the consumer will be more likely catch a message from your brand.
There are some brands that have realized the importance of cluster tweeting:
- WilderMarketingChat– Michelle tweets about social media, sci fi and foodie talk. Michelle, the name giver of the theory, does an exceptional job cluster tweeting. She engages with a number of people in a short amount of time. Also, the one thing that Michelle does incredibly well is she tweets out a large amount of information in a short amount of time. She creates engagement and she provides great content. Through her cluster tweeting her community can recognize her brand and the content she sends out.
- WEB SEO Analyics– Web SEO tweets great tips on SEO. When I first thought of the idea cluster tweeting it was due to the Web SEO Analytics page. I had been on Twitter and realized that I constantly would see updates from their page. At first, I was a little confused as to why a brand would tweet so much. Then while I was in class, talking to my students about timing in Twitter, I realized the technique that Web SEO Analytics was using was genius. They were the one brand, over most other brands that I actually remembered. The brand is constantly updating but does have a bit of a time lag between the tweets.
- Gary Loper– Loper Tweets about social media and motivational quotes. Gary has been cluster tweeting for years, but the break between the clusters normally is very short. He does not have a large time lag like most other cluster tweeters. He tweets pretty consistently and is constantly updating his twitter profile with fresh content and information.
- Chris Voss Online– Chris Voss is a social media influencer. The type of cluster tweeting that Chris Voss does is a little different than the rest. He tweets twice then has a time lag, tweets twice then has a time lag and does that consistently. His time lag varies from 2 minutes to about 15 minutes, but he does have a clear lag between tweets. Chris uses a semi form of cluster tweeting with only two tweets at a time. The best part of Chris Voss’s tweets is that he varies the content within the cluster tweeting. This is truly important, because it gives provides the consumer with options for content. Also, for the consumer it gives more information about the brand image.
It doesn’t matter how you cluster tweet. There are a number of different methods to cluster tweet, however it is vital to actually do the cluster tweeting. My one word of advice is still understand the analytics of timing of your brand on Twitter. For instance, understand when your brand has the most engagement or when your brand’s community is online the most on Twitter. Once you have your timing analytics, it would be good to align your cluster tweets with the timing. The timing is still key, however the way you cluster is up to you!