Master of the Twitterverse

Master of the Twitterverse


Social media has changed the way in which we interact with one another and this has a significant impact for businesses that are using these channels. How do you know if your business is ready to enter the social playing field? Ask yourself these questions first.

Have you got a social media strategy in place?

With social media, it’s vital that you have a clearly defined strategy. There are companies that start without this important step and they end up regretting it in the long run. Your strategy needs to address why you are entering the social space in the first place. If you know what you want to achieve, than you will know how to track your results.

Do you have the necessary resources available?

This is a common mistake – opening up social media platforms without dedicated people to manage them. Social media is time consuming and if it does not form part of a job description, it can often become the office ‘hot potato’ that is not managed effectively.

At the end of the day, this is worse for your brand than not having a profile. So consider who has the time to effectively manage your profile, respond to queries, complaints and stimulate discussions.

Customer complaints are part of the process

With online marketing, you can’t control what is said about your brand. You only have control over your reaction to it. It’s important that you understand that if your brand is on social media channels, you can expect to get some level of complaints or dissatisfied customers making use of your profiles.

As a business, you need to be prepared and have an effective strategy in place in order to deal with these situations. If you manage complaints timeously and effectively it will reflect well on your brand.

These are just a few of the questions that you should be able to answer before engaging online. Remember, it is better to not have a profile than to have one that is poorly managed and maintained – it will only do more harm than good in the long run. But if you’re ready to embrace social media, and you develop a strong action plan and dedicate enough time to your social media feeds each day, you’ll soon be master of your own Twitterverse.

Leigh-Ann Fowle
Leigh-Ann Fowle is the founder of The Written Word, a marketing and communications agency which focuses on the needs of SMEs. She is passionate about finding innovative solutions to help companies get the results that they are looking for from their marketing efforts. She also runs the Johannesburg chapter of Girl Geek Dinners, a networking group of women in business and technology. For more information, visit: or email