How Twitter Can Boost Your Business and Brand

KANSAS CITY, Mo. - Creating a Twitter strategy is kind of like going fishing.

At least that's how social networking consultant, Brody Dorland explains it.  Dorland runs Something Creative Inc., a virtual marketing and interactive agency.  He helps small and large companies embrace Web sites like Twitter and Facebook.

According to Dorland, Twitter can't replace traditional advertising, at least yet, but it can boost your bottom line.  

"You want to figure out who your fish are, find them and then create bait that is going to be valuable to those people," says Dorland.

First thing's first, make sure your profile page represents your brand.  It should have your logo, a professional photo, and a complete bio.

Two, start building your Twitter network.  Do an advanced search at search.twitter.com/advanced.  There, you can enter key phrases and locations.  For example, if you are opening a sports apparel shop, punch in "baseball" to the keyword field.  You should come up with pages of fans who might want to buy a new Royals jersey.

Three, start following people you think could use your service.  It's easy to follow someone.  As long as you are logged onto you Twitter page, find the person you want to follow, click on their profile name and then click "follow" (it should be the button right under their profile name). 

Once you follow them, chances are they will start to follow you. 

Four, try to strike up casual conversations.  Don't come out of the gates with a hard sell, "Hey, I have the best jerseys in the metro, come check them out."  You need to earn people's trust.  Dorland compares Twitter to the world's largest house party.  You want to connect with people on a personal level first.

Five, if people are asking questions that pertain to your service or business, answer them.  Even if they don't end up buying from you right away, they could in the future.

Six, once you've earned your place and other's trust, then you can start offering deals.  Maybe it's a coupon.  Or maybe it's a deal you are only advertising on Twitter.