Twitter is many things to many people, but it can’t be denied that in the business world it’s a powerful brand marketing tool that any business should invest in. But setting up a Twitter account is just the beginning you actually need to use it and by use it I don’t just mean post a tweet every now and again.

Well actually that’s a bit of a lie you will need to post tweets, after all, how else are you supposed to use Twitter, but it goes far beyond that. Before we take a look at some dos and don’ts of using Twitter let’s get inspired by taking a look at brands and businesses that are masters of it.

Few people realise just how difficult using Twitter can be, they might have increased the character limit, but you still don’t have a lot of space to get your brand message across. But it can be done and there is a real art to using Twitter. So, let’s see what they can teach us shall we?


The coffee giant might not be a stranger to controversy, but it can’t be denied that they are incredibly savvy when it comes to social media. There are many examples of Starbucks expertise when it comes to using Twitter but by far one of the best is during Christmas 2015.

After revealing their new Christmas cups Starbucks faced some backlash because the cup was just plain red. However, quick to turn a negative into a positive Starbuck’s utilised Twitter (and other social media platforms) to showcase the cup in many different ways and even showcasing how it could be customised.

Rather than shy away from the debate Starbucks embraced it and engaged and conversed with commentators. They didn’t just stick to comments and images either they used videos, gifs and much more.


With millions of followers Etsy is certainly a popular account to follow and for good reason, it knows its audience and how to perfectly showcase their brand. Etsy knows it’s not a shop in the traditional sense, so it doesn’t approach things in the same way it’s a little more creative and fun with how it tweets.

It’s also more likely to retweet content and converse with followers (which is always a big plus on Twitter) and you get the sense that they don’t take themselves too seriously. Another great part of Etsy is how it caters to all of its audience.

It doesn’t just focus on crafts for woman or children it focuses on a wide range of people and usually ties its tweets into big events or public holidays. Etsy is the perfect example of a brand that as developed alongside social media and they have an amazing mastery of it.

Nicholson Original Gin

Going back to the world of food and drink now Nicholson Original London Dry Gin is a recently revived company but also one with a long history. Despite only relaunching this year the Gin brand as shown some clever social media savviness and I think it’s one to watch in the coming months.

Nicholson Original London Dry Gin’s audience is focused solely on adults and the way it engages its audience on Twitter is particularly impressive. With frequent retweets and regular postings, they also use a wide array of different media including videos and gifs.


The sandwich giant isn’t just a popular place to eat it’s also a great representative of how to utilise social media. The first thing you’ll notice is the use of colour the Subways account uses the same colours as its restaurants with green and yellow being the most frequently used colours.

This shows they place a great amount of importance on consistency which is essential if you want to showcase your brand effectively. They also regularly use animated gifs and other media as well and there is a certain pattern to their posts.

They often use just one hashtag which relates to their main message, they don’t always do this, but it does help make their Twitter feed more clean and orderly. While also helping ensure they get their message across.


Is there anything Amazon can’t do? Their social media accounts show they have a great understanding of social media and they use it not only to engage with customers but to also keep them informed and showcase the other areas of their brand.

For example, they use their Twitter feed to advertise their blogs, they also have a sense of humour and a very consistent design theme. The colours of black and orange are used a lot which helps tie everything together.

What Do These Brands Show Us?

So, now we’ve seen some examples of how these brands can utilise Twitter we have to ask ourselves an important question, don’t we? What do they teach us about using Twitter? You’ve no doubt noticed a few patterns haven’t you so let’s break it down.

Consistency – By far one of the most important areas for you to look at when it comes to your Twitter feed is consistency. You need to ensure the colours you use tie into your brand, your message and that the way you converse with people is the same.

Humour – A sense of humour will go a long way on social media especially on Twitter so make sure you don’t always take yourself too seriously.

Regularity – Don’t forget your social media pages you’ll need to post often especially on Twitter because your customers will use it as a point of contact, so try not to leave them waiting too long.

Mixed Media – You can post all kinds of things on Twitter images and photographs are great, but you can also utilise videos, animated gifs and much more. You can also use it to showcase other areas of your website like your blogs.

Engagement – If there’s one rule you need to follow it’s to use your Twitter page to engage with your audience, this includes direct messaging them, retweeting and much more.