Twitter gives you live feedback on your brand, for better or for worse.

Twitter can give you insights into how your audience perceives your brand, providing instant feedback on public perception, and free intel on the competition. Creating a marketing strategy for this platform doesn’t have to be stressful, either. Follow the steps below for your Twitter marketing guidelines.

1. Set your goals, strategize, and measure

Ask yourself, what do I want to get out of this?

Do you want to humanize your brand? Promote a product? Provide better communication to your customers? Maybe you need to improve public perception about your brand or even just let people know what it is that you do.

Start with some of your organizations business objectives such as increasing sales or leads. After you’ve established this, you can set a clear goal such as, “Use Twitter to increase website traffic by 10% next month.” Make your objectives measurable (in this case, traffic increase by 10%) and give yourself a deadline (next month).

Once your goals are clear, create a cohesive strategy to achieve them. Map out the creative direction you’re taking with your goals and target audience in mind. For the goal “Use Twitter to increase website traffic to products page by 10% next month.” you could create a campaign dedicated to educating people on the industry you work in, linking your Twitter posts back to articles you’ve written on the subject in the blog section of your website.

Then, measure your results. Don’t be discouraged if your strategy doesn’t immediately yield results. Analyze why you think it wasn’t effective and adjust your strategy accordingly.

2. Listen to your audience

One of Twitters greatest and worst features is that it invites everyone to give their opinion. Listen to the trolls, the haters, and the fans equally. They provide instantaneous feedback on you and your brand. It can also help you define your target audience by showing you who is engaging with your brand voice.

Respond to your audiences comments. Putting time into community management will pay off with an audience who is loyal to your brand.

3.Learn about the competition

Check out the competition. Look at their tweets that got the most likes and retweets, write down any patterns you notice. Typically, video posts will be more engaged with than photos and text. Follow your competitor’s followers and note any influencers they work with.

4. Put time into your profile

People want to follow brands that they like. Make your profile witty or ridiculous, personable or intellectual, depending on your target audience. Choose a photo that reflects your brand and don’t be afraid to make updates.

Make sure your bio clearly identifies who you are and what you do. It’s important for followers to understand what your brand is all about. Include a link to your site here.

Mashable Twitter

5. Create good content

This may seem obvious but it needs to be said. You need to post quality content. Give them new information or something to use that’s relevant to your brand. Make them laugh, make them think, entertain them.

Multimedia posts are a good way to increase engagement. People tend to react to videos, photos, and GIFs.