Love it or hate it – and people seem to be in one camp or another – you can’t ignore the impact of using Twitter to build your brand and enhance your online reputation. Twitter can be a powerful, high-ranking asset in Google search, and often a company’s Twitter profile is one of the first results to appear in Google.

Knowing this, it’s extremely important to harness the power of Twitter for the good of your online reputation.

Here are some guidelines for using Twitter as the valuable asset it can and should be.

DO: Keep it simple. While the 140 character limit may seem limiting, less is more. Share information that is bite sized and easy to digest. Additionally, research has shown longer tweets are not as likely to be retweeted.

DON’T: Sound like a robot. Your company’s voice on Twitter should be friendly and engaging. Since your tweets may well be someone’s first impression of your brand, make it a favorable one. Let your audience know there’s a real person behind your Twitter handle and make a genuine connection with your followers.

DO: Make your followers your friends. Social media is meant to be social. You’re on Twitter to build a community of people who are interested in your brand. Treat Twitter as a two-way street. Retweet your followers, respond to their questions quickly and professionally, and soon you’ll be fast friends on the way to a lasting and meaningful business relationship.

DON’T: Ignore complaints. Turn negative feedback into positive reinforcement. If someone replies to one of your Tweets with a complaint about your business, consider it a learning opportunity. After all, it’s free marketing research! Address the problems expressed quickly and try to resolve any issues in a manner that prompts a positive response going forward.

DO: Stand out from the crowd by tweeting quality, captivating content. There are so many people to follow on Twitter, all with something to say, that users’ newsfeeds can quickly become a blur.

DON’T: Forget to include others. Like the traditional African proverb says, “it takes a village” to build a community. Increase your audience by remaining on the lookout for conversations on Twitter where you can add your company’s voice. Search hashtags for relevant, trending topics. Chat with your followers on subjects not necessarily related to your brand. Follow the movers and shakers in your industry, and don’t be afraid to reach out to them.

DO: Use hashtags judiciously. One or two well placed hashtags can enhance your tweet’s reach, but more than that and you risk overshadowing your message.  

DON’T: Be a lone driver in the carpool lane. Twitter is great for helping you promote your brand, but too much of a good thing can be just that. Tweet content from other sources to maintain a careful balance.

Follow these eight “dos and don’ts”  for a positive Twitter experience that will help you build a lasting reputation for your brand.


Matt Earle

Founder & President

Matt Earle, Founder of Reputation.ca, is a leading Canadian expert on online reputation management with over 15 years of hands on experience working in the space. Mr. Earle’s educational background includes an H.BSc from the University of Toronto and certification as a Google Professional. His expertise has been acknowledged through national television appearances on CBC, PBS and CTV, being a guest host on CBC radio, and numerous quotes in print and online media.