If you've not yet joined the Twitter party, the chances are you're sceptical of the benefits; perhaps because you fail to see the link between its celebrity user base and your small shop in Surrey. However, when stripped back to basics, Twitter does provide an opportunity for businesses of all sizes, and unlike most marketing activities, it's free. This guide gives an overview of the social media phenomenon and how best to harness its benefits as an SME.

The Basics

Let's get the jargon out of the way! Twitter is a 'micro-blogging' website. Where a blog is an online version of a diary, Twitter is a more simplistic version of this. In fact, you are limited to writing just 140 characters. These messages are known as 'Tweets'.

Your Tweets are read by your 'followers', who are people with similar interests that have chosen to subscribe. Your Tweets then show up on their own Twitter homepage. Likewise, you can choose to follow other people. Twitter will recommend people ‘Tweeting' about similar topics, or you can find people using a keyword-search.

Users are identified by an "@" sign in front of their username, such as @NewBusinessMag. You can aim a Tweet at someone by typing their username out like this, as it will then show the message on their homepage.

What are the benefits?

Although famous for the many celebrities who use it, Twitter does make business-sense too. Unlike Facebook, which is dominated by young adults, Twitter's demographics show that it is used by older age groups. For example, users aged 35+ amount to 53% of Twitter's user base, compared to Facebook's 37%.

There is also a more distinct personal and business divide to Twitter. Users tend to be well-connected influencers who want to share opinions and be at the forefront of their industry. News spreads incredibly fast on Twitter, so you're likely to hear any main-stream and industry news there first.

It is of course important to justify the time put into a Twitter before starting, in addition to more traditional marketing and customer service channels already in place. For many, the motivation to be on Twitter is to converse with customers and monitor brand reputation.  For example, energy companies that may typically have a bad relationship with consumers use Twitter to provide a more personal, ‘human' way of dealing with complaints. It is also a platform to engage with their customers to demonstrate what positive initiatives they are doing besides raising prices!

For a typical SME, Twitter can also be a way of keeping in touch with customers. It is a way of getting messages out there without the expense or hassle of creating regular newsletters or making phone calls. Although Twitter shouldn't simply replace these methods, Twitter's viral nature means that your message has the potential to be spread much further than your initial customer base.

Even if you are just getting started on Twitter, it doesn't meant your customers or suppliers aren't already well established. If their network of followers picks up on an interesting Tweet you've made, be it some breaking industry news, a helpful tip, or a discount offer, there is potential that it could be ‘Retweeted' (shared) to all of their own followers. Not only may you receive some more fans, but it could result in more custom too.

Although the likes of Lord Alan Sugar or Sir Richard Branson may elude you as followers, Twitter is a great leveller. As long as what you are Tweeting about is engaging, it is an opportunity to network with industry leaders and influencers you may not otherwise get a chance to. Not only could this result in improved brand awareness, but genuine business opportunities too.

The cardinal sins

The number one mistake on Twitter is attempting to use it as some kind of marketing megaphone, talking about how great your services/products are and posting endless links to your website is a no-no. This simply doesn't work, and yet thousands do it. To gain interest, you must Tweet interesting snippets, which act as bait. This helps increase followers, spread the word, gets people visiting your website and may result in that vital sale you otherwise couldn't have gained.

Another common mistake on Twitter is mixing business with pleasure. Some cannot resist adding in Tweets about their personal life, which has no relevance to their previously business-focused entries. Not only does this stop you getting new followers, you can rapidly lose your previous loyal ones. For ideas, take a look at what your competition is doing, as well as your own followers. The accounts with lots of followers are clearly doing the right thing!

On a similar note the above, try not to fall into the trap of following people you are interested in on a personal level. You can always set up a personal account for that; stick to following people related to your industry and Tweets.

It's good manners to follow someone who follows you. After all, if somebody walked into your shop, would you ignore them? If they're Tweeting about similar topics, or they are an existing customer, follow back!

To help you stay on topic, you can always have different accounts. For example, as specialists in certification to quality, environmental, security, and health and safety standards, we have an account focused on each.

Twitter moves fast, so it's important to stay relevant and current. It's also wise to communicate quickly in a way that will grab attention. Don't forget, there are only 140 characters to work with!

If you can't get your message across in the space available, you can link to an expanded version on an external website. To save valuable characters, an URL shortener is essential. By creating an account with goo.gl, you can also track how many people click on the links you post too.

 If you think someone you have followed has Tweeted something particularly useful or interesting, you can Retweet' to your own followers. Don't get carried away, as it's important to be original, but popular Retweets can result in you getting more followers.

Getting started

You only need to provide basic information to get started on Twitter; your name, preferred username (such as your company name), a password and your email address.

Once signed up, you have the option to add a short biography to explain to followers who you are and what you will be 'Tweeting' about. You can also add a photo or logo and a link to your website.

You'll have the option to search for friends already on Twitter by allowing the website to search your email contacts. You can then choose to follow the people Twitter finds. You will also get some suggestions on who to follow on an ongoing basis, as Twitter adjusts its contextual suggestions based on what you Tweet and what kind of people you follow.

Getting more followers

Naturally, the more followers you have, the better. This increases your exposure and influence, leading to surprising results, from fresh ideas, to new contacts, to lucrative new business deals.

The best way of getting more Twitter followers is through what you Tweet. Fresh news is likely to be Retweeted by some of your followers, which can result in exposure to a much wider network of people. An opinion-dividing take on a news story may also get your followers interested. Engage with your followers by asking questions and direct Tweets at particular individuals if you think it is of interest to them.

Away from Twitter, make sure you are marketing your account. Include a link in your email signature, and existing Facebook or LinkedIn accounts, if you have them. There are also widgets available so that your latest tweets can be published on your website. You might also wish to have a 'Top Tweet' feature on your company e-newsletter.

By Robert Fenn Marketing Director of the British Assessment Bureau, an ISO certification body specialising in the SME Market

For more information go to www.british-assessment.co.uk