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Can you make tweets about a boring business interesting?

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in Office Communication,Workplace Communication

Twitter is a popular and important marketing tool these days. It’s easy to come up with interesting tweets for a fun brand that sells some­­thing people love, such as cars, shoes or food, but it’s more difficult to think of what to say about a not-so-thrilling product or service, such as insurance, mortgages or management consulting.

So what do you tweet to bring people’s attention to a relatively boring product or service?

That’s what one reader asked re­­cently on the Admin Pro Forum: “My company, which sells insurance for small businesses, wants to establish a Twitter feed, and I’m going to be in charge of it. 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.

Readers offered their take on the issue.

Matt and Barbie suggested playing on people’s fears a little by tweeting about what can happen to companies and individuals that don’t have insurance. “Do some research and tweet stats about the dangers of not having insurance to start,” Barbie said.

“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,” Barbie said. “You can also expand your audience by following your city’s Twitter power users. Be creative but always be a professional!”

Jon said, “I would begin by commenting on the business in general and not try 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 OK to work in references to your own company. Definitely come up with some free resources that people can download, or just stuff on your company website that will pull people in.”

You could take a page out of Geico’s playbook and look for ways to interject humor into your insurance tweets, suggested Kay. “With a little creativity, anything inherently boring can be made interesting.”

Mark and Michelle said their companies had better luck marketing on Facebook instead of Twitter. “We monitor our name on Twitter to see if anyone is tweeting about us, but we use Facebook as our primary so­­cial media communication method,” said Mark. “In our line of work, Twitter just wasn’t the way to go; Facebook was. But every business is different.”

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