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ZNATE UPORABITI TWITTER ZA GRADNJO UGLEDA?

7. 4. 2020

Družbeno omrežje Twitter je še vedno neverjetno dobra platforma za gradnjo blagovne znamke ali ugleda.

Kot tržnika me omrežje navdušuje s tem, ko mi omogoča vzpostavljanje neposrednih odnosov z ljudmi – ena na ena. Svojo blagovno znamko sem na omrežju Twitter aktivno gradil že zgodaj, predvsem med leti 2007 do 2011, ko sem vodil prodajo vina v New Jerseyju, pri čemer moja trgovina še ni premogla večje prepoznavnosti. Vsak dan sem več ur odgovarjal na različne teme, podajal svoja mnenja.

Twitter vam namreč omogoča, da skočite v katerikoli pogovor in dodate svoj pečat oziroma mnenje. Povedano z drugimi besedami, Twitter je edini odprti lonec na internetu, v katerem lahko jed začinite po svojem okusu.

Ljudje zvečine še vedno ne razumejo, da je sposobnost podajanja svojega mnenja stranki veliko močnejša od klasične predstavitve svojega izdelka ali storitve (npr. delitev objave na katerem drugem družbenem omrežju). Posebej v luči samega začetka, ko še nimate veliko sledilcev.

Moja nizkocenovna strategija prisotnosti na omrežju Twitter zato obsega naslednje korake:

1. korak: odprite iskalnik Twitter Search

Odpravite se v zavihek iskanje v mobilni aplikaciji Twitter ali odprite spletno mesto Twitter.com/search.

2. korak: poiščite besede in besedne zveze, ki zaznamujejo vaše področje dela

Če delate v fitnesu ali pa v prehrambeni industriji, lahko poiščete teme, kot npr. »zdrava hrana« in preverite, o čem se ljudje pogovarjajo.

V zgornjem razdelku preverite, katere objave in pogovori so najbolj vroči in brani, ali pa se odpravite v zavihek z najbolj svežimi objavami.

Če nek znan medij poroča o izzivu na področju zdrave (pre)hrane, ki ga ljudje masovno delijo ali všečkajo, se velja priključiti temu pogovoru.

3. korak: dodajte premišljeno mnenje, ki prispeva h kakovosti pogovora

Poiščite objave oziroma teme, o katerih imate močno stališče glede vsebine, ki je objavljena. Če vzamemo primer zdrave (pre)hrane, lahko z javnostjo delite nekaj uporabnega, npr. idejo, kaj bi lahko ljudje še dodali v svoj recept, ali pa mogoče pripravite komentar, da predlagana stvar dejansko ne sodi med zdravo prehrano ter utemeljite svoje stališče.

Začnite z odgovarjanjem na obstoječe objave, takšne, ki že imajo veliko odgovorov in pozornosti javnosti. V tem primeru je bolj verjetno, da bo vaša objava opažena in deljena naprej. Na ta način boste ustvarili večjo pozornost glede tega, kaj počnete in delate.

Pogovor na omrežju Twitter si lahko zamislite tudi kot skupinski pogovor v lokalu, kjer nekdo od udeležencev spregovori na določeno temo, glede katere imate lahko isto ali nasprotno mnenje, sedaj pa imate priložnost, da podate svoje mnenje. Točno tako deluje Twitter, le da v digitalnem svetu.

Ne delajte začetniških napak

3 največje napake, ki ji lahko naredite na omrežju Twitter, so naslednje:

Ne zasipajte tem s komentarji
Lahki komentarji, ki so sami sebi namen, nimajo velike teže, vsaj ne tolikšne, kot jo imajo premišljena in utemeljena mnenja. Osredotočite se na to, da želite s svojim odgovorom nekaj kakovostnega dodati pogovoru in ne le komentirati zato, da komentirate.

Ne gre za klepet
Pomnite, da v teh pogovorih ne gre za klepet z ljudmi, temveč za to, da vaš prispevek naredi pogovor boljši, kakovostnejši.

Ne prepirajte se po nepotrebnem
Glede na to, da je ta članek nastal v letu 2020, ko se omrežja Twitter drži sloves političnega ekosistema in digitalnega obračunavanja, velja misel iz naslova dodatno izpostaviti. Sam menim, da se na omrežju Twitter ni vredno prepirati. Podprite mnenja ljudi, s katerimi se strinjate, ali pa utemeljite svoje razloge, zakaj se s čim ne strinjate, a ne pustite, da stvar preraste v prepir.

Če se z nečim resnično ne strinjate ali verjamete, da nekdo deli slabe informacije, ki bi lahko škodovale ljudem, se odzovite z dejstvi. To lahko močno pripomore k vašemu ugledu.

avtor: Gary Vanyerchuk

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Author

  • Gary Vaynerchuk

    Gary Vaynerchuk je eden od najbolj znanih podjetnikov in avtorjev na svetu. Je predsednik VaynerX, sodobnega medijskega in komunikacijskega holdinga, in izvršni direktor oglaševalske agencije VaynerMedia, katere stranke so tudi največja podjetja na svetu. Gary deluje kot partner v zastopniški agenciji VaynerSports, pri blagovni znamki in marketinški agenciji Green Street in restavraciji Resy. Gary je zelo iskan javni govornik, petkratni New York Times bestselling avtor in investitor, ki se lahko pohvali z zgodnjimi naložbami v podjetja, kot so Facebook, Twitter, Tumblr, Venmo in Uber. Spletna stran: www.garyvaynerchuk.com

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