What Security Companies Can Learn From Donald Trump

Becoming somebody on Twitter is a worthwhile goal, especially for security brands. Love him or hate him (there doesn’t seem to be a happy medium), Donald Trump used his personal brand very effectively during his presidential campaign, and pretty much every day of the week ever since.

Some of the world’s largest corporations have entire departments devoted to social media, and those departments place a special focus on Twitter. What do they do to achieve top Twitter stature? What is up with Donald Trump’s hair? Is it real? Is his tan natural? We can’t answer that. But…Here are three key steps that successful brands can take to be successful on Twitter.

Engaging their audiences

Engaging Twitter followers is undoubtedly the best way to get interaction: mentions, replies, retweets and favorites (favorite is akin to the Facebook “like” button). Plus, engaging helps you rake in more followers since any content of yours that is replied to or retweeted will get the attention of people in others’ networks. How to engage people on Twitter is easier than it seems; just ask questions that inspire people to answer and provoke comments with your smart/funny/clever/mildly controversial or all of the above tweets. When applied consistently, it really works.

Taking ownership

That means no buying Twitter followers; go out there and get them on your own merits. That means no auto-responding; compose “thanks for the follow” messages that sound personal (or hire a great firm to do it for you). And finally, it means no impersonal tweets; write things that matter to you and your audience, even if you’re just sharing a link. People care about authenticity these days, even on social media (in a time when many are experiencing social media fatigue, a personalized tweet is like a drink of cold water).

Craft your network strategically

If you’re starting from scratch and are finding yourself desperate for “anyone” to follow you, don’t sweat it. Everyone begins their Twitter experience with an onslaught of annoying spam followers, all of whom should be promptly blocked. Who is a spam follower? Anyone with adult entertainment lingo on their Twitter profile is a good example. Just block those people (most of them are hacked profiles) and move on. Next, start amassing a network by following others. These should not be random users; these must be users who clearly share the interests of your brand or are likely to be consumers of your brand. This is what we mean by “crafting” your network; you’re selecting who to follow, carefully and strategically.

These are just a few of the steps that the most successful Twitter presences take when they get started. Use them as a jumping-off point on your brand’s journey to Twitter success.

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