Cloud communication company Twilio helps its users build intelligent communications systems, whether that means setting up a great phone support system or adding SMS capability to an online application. But to communicate with its customers across social channels — and reach new potential customers — Twilio has to balance the diverse needs of its userbase, which includes both business executives and tech-savvy developers.
How does the company manage to hit both targets? It’s about finding the right social networks to address the different individuals who are interested in Twilio, which is active on Twitter, Facebook, LinkedIn, SlideShare, Quora, StackOverflow, and other forums where their users (and potential users) might be asking questions. On each network, Twilio finds a different segment of its customers — and shares content that is most relevant to that segment of customers.
It makes for a social juggling act, but Senior Manager of Community Meghan Murphy explains there’s a single goal across all of their messaging: “We are genuine in the content and resources we share, aiming to provide the most useful information to each audience.”
Using Different Social Networks to Talk to the Right Audience
Twilio’s first social network was Twitter, and it’s still where its largest following is. “On Twitter we have a lot more flexibility on the type of content we share,” says Meghan.
On an average day, Twilio posts a broad mix of content to Twitter, which can include business announcements, information on how customers are using Twilio, answers to customer support questions, technical how-tos, and news likely to be of interest to Twilio’s users.
But if you check the company’s Facebook page, you’ll find more of a focus on community stories. “Facebook is where people tend to connect with friends and families, so we try to respect that in terms of our community and our customers.” Putting the right messaging on the right networks helps Twilio reach out to all of its followers — whether they’re developers or executives — where they’re most likely to be watching.
In addition to its broad mix of social followers, Twilio is aiming to do a lot of things with social. “We want to share information and content with our community as well as engage with them and stay in tune with what they’re building,” says Meghan. “We also share their stories and what they’re working on so others can be inspired and learn best practices.”
Beyond that, there’s social support, which mostly serves to point users towards Twilio’s official support channels, but jumps in and answers questions when necessary. “We’re conversing with a technical audience and when they’re in development mode they don’t want to wait. Being able to respond to that on Twitter is critical for our community’s success.”
Setting the Stage for Future Social Growth
Meghan’s team at Twilio focuses on programs to nurture and engage the community including events, social media and content. Social especially is a huge field and it’s no surprise that Meghan has been working to get other members of the Twilio team — from marketing to engineering — involved in social networking.
If different team members can contribute in areas where they have expertise, you can extend your social reach without a huge social staff. “It’s always challenging because it’s not a part of other folks’ day to day so it’s not necessarily a priority for them,” says Meghan. “You just have to be consistent and set up a really clear process.”
Want to learn more about how Twilio manages its social channels? Check out our case study on how Twilio uses Sprout Social.