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What do you tweet when your company’s a tough sell?

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Question: "Help! My company, which sells insurance for small businesses, wants to establish a Twitter feed, and I’m going to be in charge of it. It’s a nice opportunity, but what sorts of messages can I put out there that will generate any attention when what we do isn’t exactly fascinating to most people?”  – Ellen, Assistant Office Manager

{ 6 comments… read them below or add one }

Matt February 5, 2013 at 10:07 am

What you do might be a good “fear monger” actually–maybe tweet occasionally about businesses that didn’t have insurance and the fallout from it?

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Jon February 5, 2013 at 10:06 am

I would begin just by commenting on the business you’re in in general, and very specifically not trying to sell your company. Tweet about what’s going on in the world of insurance, the direction it’s headed, etc. Then every once in a while it’s okay to work in references to your own company. Definitely come up with some free resources that people can downloaded from you, or just stuff on your company website that will pull people in.

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Kay January 31, 2013 at 7:14 pm

Pull together a few people and brainstorm for ideas on promoting the business, perhaps even with some humor (think Geico) to make it more fun for people to read your tweets. With a little creativity, anything inherently boring can be made more interesting.

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Mark January 31, 2013 at 4:38 pm

We had a hard time coming up with meaningful tweets due to the 136-character limit. We monitor our name in Twitter to see if anyone is tweeting about us, but we use Facebook as our primary social media communication method. We alternate between posting links to helpful/educational articles such as financial tips, money-saving tips, etc, posting seasonal items (asking about the holidays, asking who people are for in the World Series, etc), and posting sales pitches. In our line of work, Twitter just wasn’t the way to go; Facebook was. But every business is different.

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Barbie January 31, 2013 at 4:19 pm

Perhaps do some research and tweet stats about the dangers of not having insurance to start. I’d also take a look at the day’s trending topics and find ways to incorporate them into your messages. That way you have a chance of reaching a larger audience. You can also expand your audience by following your city’s Twitter power users. Be creative but always be a professional! Never use the account for your own personal use – many horror stories abound of corporate accounts being used to tweet personal beliefs (for instance, KitchenAid found themselves in hot water over a tweet made about President Obama during the debates last year). Twitter can be a lot of fun but research, research, research! You’re taking on a BIG job here – community manager, social media manager, whatever you want to call it – those tweets will stay on for posterity!

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Michelle January 31, 2013 at 4:15 pm

Instead of Twitter my company has a Facebook page. We put on our ads that if people “like” us on Facebook they get a special deal on something. I wonder if you could do something similar on Twitter.

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