Twitter guidelines for brands

The IAB unveils its 20 tips for brands looking to use Twitter successfully.

Monday, 17 August 2009


The UK Government recently unveiled its first Twitter strategy document to encourage departments to get tweeting. Weighing in at a hefty 5,382 words it was the equivalent of more than 250 tweets.

In response, the IAB has produced some slightly more pithy advice for brands looking to get the best out of Twitter – and we managed to keep the word count down to 307.

We’ve also included a link to the finished list in a handy downloadable format for you to refer to whenever you’re unsure about what to do next on Twitter.

Have a read and let us know what you think. To get in touch with your own suggestions, or to send us your own successful case studies, contact harriet@iabuk.net so that the IAB can shout about them for you!

20 tips for Twitter success

1. STOP! Why use Twitter? Is it because it’s the thing to do or because it will add to your communications?

2. What are your objectives for using Twitter? Be clear on your strategy at every step.

3. Don't get Twitterjacked. A foolhardy consumer may already be talking under your name. Claim your space.

4. Ensure communication is legal, decent, honest and truthful. Follow the CAP Code.

5. Don't over-tweet and overwhelm your audience. The traditional rules of consumer engagement still apply.

6. Allocate appropriate resources. Twitter is not a five minute job.

7. Establish a tone of voice appropriate to your product and audience. This is YOUR brand talking to real people

8. Think about how you will measure success. Is number of followers enough if they’re not engaged?

9. Be current. Twitter is immediate, so make your updates relevant, topical and insightful.

10. Don't hitch your wagon to popular trending topics. Learn the lessons of Habitat.

11. If you want to drive sales, make it easy. Give customers online vouchers or discount codes.

12. If you have specific products, services or incentives to promote, set up a dedicated Twitter feed.

13. Try to respond to direct messages, especially those from users interested in learning more about you.

14. Ask questions of followers, don’t treat Twitter as just another broadcast vessel. Encourage interaction.

15. Embrace the re-tweet. If you see a post that will interest your audience don't be afraid to re-tweet it.

16. Don't shy away from criticism. Why not contact unhappy tweeters directly and try to resolve issues?

17. Monitor what people are saying about you. Check Tweetdeck and Monniter regularly

18. Encourage offline interaction. The IAB held a Meet, Tweet and Greet night to get to know our followers.

19. Promote your Twitter feed. Don’t expect people to find you. Advertise the fact that you use Twitter.

20. Always innovate. Whoever you are, 100 followers isn’t enough. Use your imagination to enlist more.

Download the IAB's Twitter Guidelines for Brands (123k)

Follow the IAB on Twitter