When most companies enter the social media space, they automatically assume two things:
- The company’s name will be available
- That’s the best way for customers to find them
Unfortunately, in the reality of social media, traditional company names might not be available or even practical for use. Twitter, for example, only allows 15 characters. A company like Great American Brewing Company, at 30 characters, is way too long to fit within Twitter’s constraints. So what’s a company to do?
Think like your customers. What do they call you? But if up until now, you haven’t had a direct connection to your customers, how do you know what they call you? Start by searching the social media channels for references to your company.
Remember that you’re not speaking to an internal audience. Just because you and your co-workers refer to Great American Brewing Company as GABC, doesn’t mean your customers think that way. So, it’s pretty unrealistic to assume that a current or potential customer would find you if your Twitter name was GABC_Atlanta.
Be creative. If you can’t have your full name, try to come up with one that will be easy to remember or even worth a smile. In our GABC example, perhaps Great_Beer would work (though it’s likely already taken). Or perhaps Gr8_Beer (again, likely taken, but a good example of how thinking laterally can help you gain social media notoriety).
Be realistic. Though you come up with a fantastic name, Gr8_Brew33, doesn’t mean that the world will beat a path to your Twitter door. You have to use other media, whether it be traditional advertising, bottle labeling, in-store signage, and of course, your own website, to promote your Twitter name.
Build it. If you have to use a name that wouldn’t be obvious to your customers, give that name notoriety by linking it to your brand name. In your first few posts, include your brand name within those 140 characters you’re allowed on Twitter to make it clear to those conducting searches that GABC_Atlanta is you (and continue adding your brand name occasionally to catch new searchers).
Of course, rather than worrying about all this, seek the help of professionals who know this stuff like the back of their hands, like me. Shoot me an email. I’d be happy to help out.