There comes a time in (almost) every organization’s life when it must rebrand itself. To those organizations planning to go through it, Twitter is there for you.
Rebranding is never easy and most of the time it’s a downright pain in the rear, but sometimes it’s necessary for associations, non-profits or small businesses. A total changeover at any organization includes a reshaping of the Twitter account. The transition has to be done right, but when it is, Twitter can make the whole process easier for the organization and its community.
Before the Rebrand
The time leading up to a rebrand is longer than the time is actually takes to transition an organization. There’s planning, research, consultations, stakeholder meetings and more. Using Twitter can make this planning process a little easier on everyone involved.
Rebranding can leave your community a little lost. Giving them as much information as possible leading up to a rebrand is crucial to keeping them informed, engaged and loyal even after a huge transition. Twitter helps your organization connect with its community every day. Be sure to tweet out links to important documents on your website related to the rebranding, such as a piece on the reasons for such a change, and let them know if there is a meeting or consultation they can attend.
Twitter also gives your community a chance to ask important questions and for your organization to instil trust in the community by answering those queries. Conduct a Twitter chat with your CEO, owner or executive director on the topic of rebranding. You can even create a hashtag, such as #InclineMktgRebrand, where your community can go to check on updates and ask questions. This will help your organization keep up with community feedback and will give your community a forum to learn and inquire.
Last, but certainly not least, make the rebranding fun on Twitter. For example, most rebranding efforts include a change in logo or signage. Have your Twitter followers submit ideas and vote on which one they like the best. This will give your community a voice in the rebranding and will keep your organization from alienating its loyal base.
During and After the Rebrand
Rebranding often means a change in name, which will mean a change in your Twitter account. Out with the old, in with the new! It is necessary, but if not done right, it will lead to a substantial loss in your followers and engagement and thus your organization’s ROI.
When the Twitter handle changes over to the new one, continue to tweet from the old account for a week or two (in addition to tweeting from the new one). During this time, frequently remind followers on your old account that the handle has changed. Continue to check interactions that the old account receives, especially mentions, and respond from both the new and old accounts. After a week or two, let followers of your old account know that you will be shutting down the old account. Continue notifying your community of this change and after three or four week, shut down the old account. This will cut down on confusion and complete the Twitter rebrand.
Twitter can be a powerful tool to help your community get used to a recent rebrand. Keep tweeting out information and details on the changes. Tweet links to the new website (if there is one) so they can get used to the new URL. Tweet about the changes and hold another Twitter chat to answer any questions. Make it fun again. Create a contest that offers followers a chance at a prize if they mention your new Twitter handle in a complimentary tweet. This will keep your community informed and engaged.
Don’t be overly concerned if your followers drop noticeably. This can actually be helpful in determining your Twitter account’s success and ROI. Many of the followers who don’t make the switch to your new Twitter account are not your target audience. This will allow you to assess how many key influencers you have and which demographics you should target moving forward.
Make sure to update all your information on Twitter, including the About section and your cover photo. Give your followers as much notice and as much information as possible before, during and after rebranding and Twitter will become a powerful tool in making the change a successful one.