X/Twitter Best Practices

1. Engage and Interact

Active Engagement

• Respond to Posts: Actively interact with your followers and others by replying to their posts. This not only fosters community but also increases your visibility.
• Start Conversations: Initiate discussions on topics relevant to your brand or industry.
• Ask Questions: Encourage your audience to share their perspectives and opinions.
• Use Polls: Create polls to engage your followers and gather insights. Polls can now run for up to 7 days.

Leverage Features

• Spaces: Host live audio conversations to engage with your audience in real-time.
• Communities: Create or join Communities to connect with users who share similar interests.
• Hashtags: Use relevant hashtags to increase discoverability.

2. Establishing a Brand Voice

Humanize Your Brand

• Personality Matters: Develop a unique and authentic brand voice that resonates with your audience.
• Tone: Consider a tone that is light, inviting, casual, and relatable. Humor can be effective when appropriate.
• Consistency: Maintain a consistent voice across all your posts to build brand recognition.

Examples of Effective Brand Voices

• Wendy’s (@Wendys): Known for its witty and bold interactions.
• Netflix (@netflix): Engages followers with a casual and humorous tone.

3. Stay Current with Trends

Participate Thoughtfully

• Relevance: Engage with trends that align with your brand values and audience interests.
• Originality: Add unique perspectives or creative twists to trending topics.
• Caution: Avoid jumping on every trend; focus on those that enhance your brand image.

Examples

• Hashtag Challenges: Create or join challenges that encourage user participation.
• Memes and Viral Content: Share or create content that resonates with current internet culture.

4. Accessibility and Inclusivity

Enhance Accessibility

• CamelCase Hashtags: Use capital letters at the start of each word in multi-word hashtags (e.g., #DigitalMarketing) to improve readability for screen readers.
• Alt Text for Images: Add descriptive alternative text to images to assist visually impaired users.
• Captions for Videos: Include subtitles or closed captions in videos to accommodate users who are deaf or hard of hearing.

Inclusive Language

• Avoid Jargon: Use clear and simple language.
• Respectful Communication: Be mindful of diverse audiences and avoid offensive or exclusionary language.

5. Content Distribution

Promote Your Content Strategically

• Link Back to Your Website: Share blog posts, articles, and other valuable content from your website.
• Craft Compelling Copy: Write engaging captions that encourage users to click through.
• Visuals: Use eye-catching images or videos to enhance your posts.

Best Practices

• Use Twitter Cards: Implement Twitter Cards (now called Summary Cards) to enrich shared links with images, titles, and descriptions.
• Optimize Timing: Post when your audience is most active, based on analytics insights.

6. Hashtag Strategy

Research and Relevance

• Platform-Specific Hashtags: Recognize that hashtags may perform differently across platforms. Tailor your hashtags for X.
• Limit Quantity: Use 1-2 relevant hashtags per post to maintain readability and effectiveness.
• Monitor Performance: Use analytics to track which hashtags drive engagement.

Avoid Overuse

• Clarity Over Quantity: Focus on using hashtags that add value rather than cluttering your post.

7. Optimize Your Visuals

High-Quality Media

• Professional Images: Use high-resolution, compelling visuals that align with your brand.
• Consistency: Maintain visual consistency with colors, fonts, and styles.

Platform-Specific Sizing

Visual Size Guide for X

• Profile Image: 400 x 400 pixels
• Header Image: 1500 x 500 pixels
• Standard Post Image: 1200 x 675 pixels (recommended)
• Extended Posts (X Premium): Use appropriate formatting for long-form content.
• Video Specs:
  • Standard Users: Up to 2 minutes and 20 seconds.
  • X Premium Subscribers: Up to 2 hours (max 8 GB file size).
  • Recommended Dimensions: 1280 x 720 pixels (16:9 ratio) or 720 x 1280 pixels (9:16 ratio).

Ad Specifications

• Website Card Image: 800 x 418 pixels
• App Card Image: 800 x 800 pixels
• Carousel Ads: 800 x 800 pixels per image
• Note: Always check X’s latest ad guidelines for updates.

8. Social Listening

Monitor Conversations

• Track Mentions: Keep an eye on who is mentioning your brand or products.
• Competitor Analysis: Observe what people are saying about your competitors.
• Industry Trends: Stay informed about the latest developments in your field. 

Engage Proactively

• Respond to Feedback: Address both positive and negative comments professionally.
• Join Relevant Discussions: Participate in conversations to showcase expertise and build relationships.

9. Additional Tips and Tricks

• Concise Messaging: Keep your posts clear and to the point.
• Clear CTAs: Include a compelling call-to-action when appropriate.
• Avoid All Caps: Writing in all caps can be perceived as shouting.
• Use Emojis Strategically: Enhance your message with relevant emojis without overdoing it.
• Limit Text in Images: Keep images visually appealing without excessive text.
• Avoid Overused Stock Images: Use authentic visuals to stand out.
• Create Templates: Develop branded templates for recurring content themes.
• Bold Colors and Illustrations: Use vibrant visuals to catch attention.
• Short Videos: Aim for videos under 15 seconds to maximize engagement.
• Clickable Media: Use Website Cards or other features to make images and videos clickable.
• Captions in Videos: Always include captions for accessibility.
• Use Memes and GIFs: Incorporate humor and relatable content when appropriate.

10. Do’s and Don’ts

Do’s

• Be Authentic: Show genuine interest in your audience and topics.
• Be Sensible: Approach topics thoughtfully and responsibly.
• Follow Relevant Profiles: Connect with users and brands that align with your interests.
• Engage Broadly: Interact with both followers and non-followers to expand your network.
• Time Your Posts: Use analytics to determine optimal posting times.
• Verify Before Sharing: Ensure content accuracy before reposting.

Don’ts

• Avoid Automation Abuse: Do not rely excessively on bots or automation tools that spam content or interactions.
• Don’t Be Insensitive: Steer clear of offensive or controversial topics that could harm your brand.
• Don’t Follow Everyone: Be selective to maintain a relevant and valuable feed.
• Don’t Follow to Unfollow: This tactic is frowned upon and can damage credibility.
• Don’t Mass Post: Spamming your audience can lead to disengagement.
• Don’t Share Without Reading: Always read content before sharing to ensure it aligns with your brand and values.
• Don’t Engage Only with Followers: Expand your reach by interacting with a broader audience.

11. Embrace X Premium Features

• Extended Posts: Write posts up to 25,000 characters.
• Formatting Tools: Use bold, italics, and underlines.
• Edit Button: Make corrections within a limited time after posting.
• Customizable App Icons and Themes: Personalize your app interface.
• Priority Ranking: Enhanced visibility in conversations and search. 

12. Stay Updated with Platform Changes

Rebranding to X

• Adapt Branding: Update your materials to reflect the rebranding from Twitter to X.
• Stay Informed: Follow official announcements for the latest updates.

New Features and Policies

• Feature Updates: Regularly explore new tools and functionalities introduced by X.
• Policy Compliance: Ensure your content adheres to X’s terms of service and community guidelines.

13. Analytics and Performance Tracking

Use Built-in Analytics

• Monitor Metrics: Track impressions, engagement rates, link clicks, and more.
• Understand Your Audience: Analyze follower demographics and behaviors.

Adjust Strategies Based on Data

• Identify Top-Performing Content: Focus on what resonates with your audience.
• Optimize Posting Times: Adjust based on when your followers are most active.

Conclusion