Twitter Marketing Mistakes & How to Avoid Making Them

Mistakes happen. And with no edit button, Twitter easily lends itself to human error. The best way to fix something is to prevent it going bad in the first place, so we compiled a list of common mistakes on Twitter that you should avoid making.

Before you proceed just a note of reassurance: all of us have done these things in the past and lots of us still do today, but we would be much better off without them.

Twitter mistakes to avoid, especially as marketers

#1 Link out in every post.

If you find yourself constantly linking out in tweets, you are doing it wrong. Schedule tweets in advance with images, participate in fun national holidays, reply to mentions, go live with video and create polls to mix it up.

#2 Make any spelling, grammar or punctuation mistakes.

Companies have no excuse for bad grammar or spelling. Spell-check and schedule your content in advance. Remember, each blog post can be tweeted multiple times as long as you change the headline and images.

#3 Insult others or leave negative comments.

Social media is the wrong domain for this and it should be avoided at all costs. All negative feedback received should be handled with extra care by your company’s support team.

#4 Burst-tweeting.

Tweeting multiple posts when you’re at the computer or phone and then falling into silence for a day or two. Instead, spread posts out evenly to have a higher chance of reaching more audiences – your favorite social media management tool can help with that.

#5 Complain about your job or company.

This goes to everyone who has a personal or business account on Twitter – never complain about your company or job role on social media. This never ends well.

#6 Use #too #many #hashtags.

Avoid sounding too promotional and making your tweets look messy, especially when it doesn’t add value. According to best practices for Twitter, you shouldn’t use more than two hashtags per post. It’s also best to research the hashtags before you use them.

#7 Over promote your products.

Stick with the 80/20 rule of marketing – share 80% that will add value and only 20% of that which is promotional. Keep product plugging to a minimum and find ways to tell your story rather than going in for a hard sell.

#8 Constantly retweet others.

Sharing too much can be an issue. Don’t blindly retweet every message you see – read the article, share your comment in relation to it. Take the time check the link in the tweet and share your favorite bit from the article or video in your own.

#9 Get carried away with automated retweets.

Don’t be a bot and retweet the messages you haven’t seen or read, but don’t be discouraged either. Automated retweets are incredibly useful for hashtag competitions and developments in niche topics.

#10 Go off-topic.

You might love cats and dogs, but posts of that nature have nothing to do with your company’s Twitter feed (unless you’re a pet shop or a charity that finds homes for animals).

Follow your favorite companies and influencers to always have great quality content to share. If you have a bigger budget, find a social media tool with a content library that has content suggestions on all the topics you might need.

Looking for content ideas?

Download our free social media calendar – it has over 60 fun holidays and events (plus their hashtags) you can participate in as a business.

#11 Use boring auto-welcome messages.

Automated welcome messages are frowned upon, but only because they’re usually overly promotional, repetitive and impersonal. Create messages with a purpose, e.g. to introduce your blog or share a part of your company story.

Sendible’s social media automation tool lets you create welcome messages, randomize them and send them either as a public tweet or a direct message, so you can mix things up.

#12 Get involved in sensitive topics.

Political and religious beliefs are sensitive subjects to discuss on Twitter. So make sure to avoid them when possible, especially when they have to relation to you, your country or business.

#13 Interrupt a Twitter chat to try to sell something.

Be respectful towards others and don’t just jump into conversations to make a sale. Social listening is all about giving advice, not directing customers to product pages. With Sendible, you can use keyword searches to reach out to Twitter users that have expressed an interest in a product, company.


Enough said?

#15 Share trivial information.

Thing is, everyone is too busy doing their own thing so you need content that will cut through the noise. Offer something they can’t find on other networks or by solely visiting your website. Think about providing value first, self-promotion second.

#16 Take all the credit.

If you found a great source or piece of content – always make sure to credit it to the right person or source. Retweet the best messages and tag the original creators.

#17 Be inconsistent.

Your followers on Twitter have followed you because they’re interested in what you do and they expect the same quality of tweets throughout. Never disappoint them.

#18 Automatically follow everyone who follows you.

According to Twitter, 23 million of its active users are actually bots, so be mindful of those who follow you without engaging with any of your content. Make sure that the accounts you do decide to follow make sense as prospects, industry influencers or are your customers.

#19 Automatically share images from other networks.

There may be a big temptation to simply blast one Instagram photo and automatically share it on Twitter and Facebook, but don’t. Take the time to post a unique post with different copy for Twitter. Besides, since recent Twitter changes, images don’t even count towards the character limit.

#20 Jump between tones of voice.

Your company should have one tone of voice, so make sure it’s consistent throughout your profile, tweets and branding. It’s equally as important to follow through with your strategy and keep your buyer persona in mind. To help you keep track of all of that, why not download our Social Media Health Check – it will save you heaps of time.

#21 Lie.

There may be a temptation to over-emphasise how well things are going. Avoid being overly promotional of your own success and make sure it’s always authentic.

To sum it all up – be truthful, provide value and don’t over promote your brand. Mastering Twitter for business can be difficult as a marketer, but with knowledge of the best practices and what you should avoid, the task should get that bit lighter!