I will be the first to tell you that I’m…not a fan of the changes happening over at Twitter. No, I’m not calling it X. As a person who actively boycotts spaces, products and even places why in the hell am I still on that social media platform? At this point it’s clear that the owners of every platform that I own likely suck. As people, as business people. And I struggle with the question of how to grow online leveraging platforms designed or owned by people that I would associate with on purpose. In the case of Twitter, I’ve used that platform for more years than I would like to think about.
I’ve accidentally, on purpose curated an incredible list of people-several that I’ve met in person over the years. I block fast and keep it moving. I also preemptively block people that I don’t want to hear from accidentally or on purpose. That includes politicians, actors and any random person that gets on my nerves. I recommend that you do the same. Finally, I don’t spend a lot of time on most social media platforms anymore without intention. In the case of Twitter, I focus on one area in particular-Twitter Spaces. It’s the one golden light of the platform that hasn’t been ruined yet and it’s a great way to build your brand in 2024.
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How to Grow Your Brand Hosting Twitter Spaces
If you’re familiar with Clubhouse, Twitter Spaces is the unapologetic copy just on Twitter. Currently, it is an audio forward experience where people can host a conversation about whatever topics they feel like having. You’ll find people who discuss politics, pop culture, food, money and business. In fact, the list of potential conversations are endless. If you’re looking to build your brand using Twitter Spaces. there are some best practices that I have noticed after tons of hours participating in spaces and hosting some as well.
- Don’t be random-Have a plan for your Twitter space. Ask yourself what is the point of the space? Does it make sense as it relates to what you communicate online?
- Create searchable titles-Use SEO (Search Engine Optimization) when working on your titles for your space. What are people searching for? Test it out before you schedule your Twitter space. Communicate as much as you can in a very clear title. Here are some completely random titles below for context.
- Is Twitter Better than Dating Apps?
- How to Make Money on Twitter
- Why Do I Keep Hearing About the British Royal Family?
- How to Grow Your Brand with Spaces
- I’ve noticed spaces that have really weird and random names and I don’t want to figure the topic out or want any part of weirdness.
- Have branded titles-To your space. When I host a Creators Getting Paid space I lead with the title “Creators Getting Paid” then I add the Twitter space topic. This means that the title has to be succinct and clear. Having these branded titles will help participants associate these spaces with your brand and with you.
- Manage your space ruthlessly-You don’t verbally have to say “I’m going to kick people out, etc.” You just kick people out, block them and keep things moving. Some other important things to do when running a space.
- Don’t let people interrupt other people incessantly.
- Don’t allow sales within your space unless you create a space for it within the conversation.
- Acknowledge the people in the room.
- Acknowledge the anonymous people in the room if you have that option on.
- Manage your time ruthlessly-During the Holiday season it wasn’t unusual for people on hours long spaces. But, I would share the following word of caution-people may begin asking “When does XYZ person have the time to deliver the following services if they’re always in Twitter spaces?”
- There is an art to managing a conversation well, it may take time to get a feel for how you run your space and how conversations can flow.
- Move people to your list-Listen, social media platforms come and go. Your list won’t as long as you nurture it. For every single Twitter space that you’re hosting-direct listeners to a helpful resource, tool, podcast episode, etc. that will move people off the platform to your list. It makes no sense to host a 700 person Twitter space and have no way to connect with attendees who would like to hear more from you afterwards. For those of you who are like “Michelle, I’m not selling anything.” I hear you. My question is the following: Are you doing one of these things?
- Growing a community
- Sharing your art
- Sharing free tools or helpful resources
- Telling people about local experiences
- Would like to send a positive video to people
- Have a private podcast episode that you would like to share
- There are more actions that I could add to this list but you get the picture. I’ve also started sharing the following example: If McDonalds is building a list via their app-why aren’t you. McDonalds is one of the most well-known brands in the world and there came a point where they decided that it made sense to build a list. Why do you think that is?
- Reset the room-While there will be a group of people who will stay for the entirety of the space, there will be other attendees who are popping in and out of your room. Make sure to share what the room is about, some key takeaways or other helpful information for attendees who are new to you, your content and the space you’re currently hosting.
- Allow for anonymous listening-I have to admit that initially I was a little skeeved out by this idea. Who is listening? But, when you think about it if you set your space to be recorded anyone could be listening to it in the next 30 days. Even though I do enjoy participating in spaces I don’t always want to participate in the space because I may be working on other things, tired or just don’t feel like talking.
- Enable recording for your space-This allows people who stumble upon your space to listen to it up to 30 days after you hosted it. This is also why it’s so important to have a resource that you’re directing people towards.
- Invite co-hosts-These are wonderful folks who support your message, work or community. Co-hosts are great to have for so many reasons that include-broadening the perspectives in your conversation and a tech backup.
- Be prepared for glitches-It shouldn’t be a surprise to anyone that Twitter spaces can sometimes be glitchy. React to them calmly and just anticipate that they will happen.
- Simplify your messaging and be clear-I’ve been in spaces where I’m completely confused about the following:
- The intention of the space
- The host(s)’ intentions-why are they doing this?
- Do you have a podcast/website or other type of content that I can enjoy that you create?
- Are you creating safe spaces for all of your guests? There are spaces that I will check out first anonymously so that I can check out the tone and vibe of the space and the host. Each person has a different way of working through if a space is comfortable for them. Here are some ways to measure safety:
- How the host speaks to and addresses the listeners and speakers. One host who is pretty big on Spaces I consider to be a complete douche. I just have an intense dislike for how this person treats people.
- Can different opinions be shared-With thoughtful and respectful conversation?
Twitter and Twitter Spaces in 2024
I have become a lot more cynical about the role of social media and its impact on society. That said, I do think we will see a surprising amount of unexpected community building specific to Twitter Spaces. What I would caution most people who decide to lean into Twitter or other social media platforms in 2024 and beyond is to make sure to move your connections off the platforms and into places that you have control over.
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