Twitter for Business: Does Consistency Count?

What makes for a good business Twitter account? Does it have to be all business all the time, or should it be a combination of business and personal messages in order to build personal relationships with followers?

Shannon Paul seems to believe that the best use of Twitter for business is to keep the business talk at less than half of posts:

Don’t be that guy:

Here are 5 things that guy does to inspire hatred and annoyance in social media circles:
1. Set up a Twitter account and tweet about your product/blog/website/agenda more than 50 percent of the time.

Personally, I think this is far from a rule, and dead wrong in many cases.

If I follow a business on Twitter, I want to hear about business communications only. If a business account only Twitters about business related issues less than 50% of the time, the majority of content they’re putting out is worthless to me.

The person behind the business Twitter account may be the most interesting person in the world. I may have a lot in common with that person and love to hear about it. But I don’t want to hear about it through a Twitter account set up for business use.

Sure, a combination of business and non-business related tweets on the same account can build a large and loyal following. However, I have a hunch that it’s not the best following you could build. You’ll probably end up losing busy business people would love to hear about your business but don’t care to put up with the noise. Do you really want to lose those people? If a CEO looks through your business’ last 20 tweets, will they have a clue what you do?

Shannon Paul’s take on Twitter is interesting to me. She obviously uses Twitter much differently than her blog where she writes great content, consistently, on one topic: PR. People subscribe to her business blog because they know what to expect. It’s not about her pets, what she had for dinner last night, or vacations more than 50% of the time with an occasional PR post thrown in. It’s about PR.

This isn’t to suggest that business people with personalities should stop sharing things about their personal lives on Twitter. Absolutely not. I’m just suggesting that there may be some benefits to having different Twitter accounts depending on which hat you’re wearing at the time.

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