Want to know a secret? Twitter’s my favorite.
Of course, my 20,000+ followers probably gives that away.
Yes, you read that right. I’d rather tweet than post or snap any day.
Why? Because Twitter done right is both super fun and profitable. You can promote services, connect with prospectives, share article, etc.
It’s uniquely condensed, information-driven platform is a goldmine opportunity for today’s marketers.
The unique user demographics (highly educated, multi-generational, international presence) spell “WIN-WIN!” for ambitious brands seeking widespread awareness.
The endless baby pics, political rants, and he/she-did-what’s commonly associated with other social platforms are conveniently overshadowed by the fact fanatic Twitter users focused on turning the social sensation into engaged action.
Here are six tricks to help you optimize your brand’s Twitter presence:
Everybody loves pictures.
To quote my neighbor’s five-year-old who’s all in favor of picture books, “Why read when you can look?”
Turns out its not just kindergarteners opting or the visual – so are social users. Studies show that social users are more likely to read your online copy if it’s accompanied by pictures. Think: Instagram, Pinterest, heck – all of social media. Graphics = growth – across all platforms.
While Twitter may (originally) been a text-driven platform, user’s drive for graphics extends into the world of tweets. Adding a photo to your tweets can greatly increase the amount of engagement they receive.
Respond to (Pretty Much) Everyone
Like most social media platforms, an effective Twitter strategy is more than just getting more followers.
It’s about engaging them.
Responding to everyone that tweets to your account is a big, big deal in the Twitter-sphere. When someone favorites one of your tweets, mentions you, or even retweets you, they are seeking a connection with you or your brand. It’s important that you engage with them.
One of the most engaged brands on Twitter—the @notebook account—places a huge emphasis on responding to everyone:
“Whether you’re managing an international brand like Nike, or a local deli, it’s important to say thank-you to every follower who asks a question, has a problem, or gives you a compliment. Some will respond back, and others will retweet your response simply because they want to show their friends that you’ve engaged with them.”
Twitter is more than just scheduling 140 character updates, getting more followers, or hashtagging corporate events – it’s about engaging social users. Responding to (pretty much) everyone may sound like a lot of effort on the marketer’s end, but when those responses turn into increased revenue, you’ll be glad you did.
As your Twitter presence grows, so does all the “noise” on your Twitter feed. Progressive organizations know the importance of following key players - customers, suppliers, neighboring businesses, peers, and competitors – but conversing on Twitter can be extremely difficult when your following tops ten thousand.
Good news: Twitter’s created a swanky little feature to help out us overloaded marketers.
Enter: Twitter Lists.
Twitter Lists allow you to group your followers based on topics and interest. Some common list types include:
By creating Twitter lists, you can focus your energies on engaging in conversations with these key influencers vs. getting lost in the endless slew of unrelated tweets. Twitter allows you to create up to 20 different lists, with up to 500 accounts in each list. Every list you create will showcase a selected feed – one comprised solely of the categorized accounts.
For more information on how to create and manage Twitter lists, click here to check out this support article from Twitter.
Hashtags are “everything” on Twitter, but how many marketers actually know how to use them?
Hashtags are more than just trendy, subculture lingo. They are used to organize everything in the tweet-o-sphere. I tell my clients to think of hashtags as the Dewey Decimal system of the Twitter world. Used correctly, they can help your target market find you online; used incorrectly, well, they do about as much good the Encyclopedia of North American Birds being placed in the children fiction section of the library.
So how do we use hashtags “correctly”? We get specific.
Hashtags are used to help social users find relevant content, and today’s digital natives are conducting very specific online searches. Here’s some tips for creating specific hashtags – think:
In a recent blog post, our friends over at Hootsuite recommended Twitter marketers to NOT:
When selecting hashtags for your tweets, go beyond run of the mill #funnyvideo tags and get specific – brand, industry, market, and time specific. Utilize hashtags to best organize your content in a manner that your target market will be able to find.
Power on Periscope
Twitter’s live-streaming video app Periscope has amassed 10 million users in four months.
This is impressive for a social media baby, but can it grow up? We need to see if it can move beyond a niche interest to grab a bigger share of the market.
It could be brands that end up helping to grow the numbers. Always keen to find new and innovative ways to advertise, brands have found various ways to harness Periscope for marketing, even at this early stage.
2016 will surely see an increase in user numbers on Periscope, which will inevitably attract more brands.
At present Twitter is not directly monetizing the platform, only making money via promoted tweets that advertise a brand’s live stream on Periscope.
Expect brand advertising to increase on the platform as they exploit a new and free avenue.
Get to Know Your Market
Maybe it’s the MBA nerd in me, but Twitter’s a freakin’ goldmine for market research.
Whether you want to crowdsource branding ideas or do some early product R&D, Twitter provides the perfect platform in which you can get to know your target market. Create Twitter polls, pitch article topics, and conduct informal Q&A with followers with just a few click of the mouse.
By utilizing social platforms like Twitter for market research, you benefit not only from extremely budget-friendly research, but also from engaging your followers by allowing them to participate in some element of organization development. Today’s digital audience loves to be engaged - 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer (Elite Daily), and 40% want to participate in co-creation of products and brands (Millennial Marketing).
About the Author:
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.