This week in our social media series, we discuss Twitter and the opportunities available to your organization while using this platform. We will explore Twitter’s audience characteristics, advertising options, and the ways you can use this platform to boost overall engagement between users and your organization. Whether you need to research your target market, learn how to get involved with advertisements, or revamp interactions with your audience, we will show you how to use this platform to make that happen.
Audience: Currently Twitter has roughly 330 million monthly users, over 67 million of whom reside in the United States. When compared to Facebook, Twitter has a smaller span of age groups using their network. The following statistics show who is present:
- 18-29 year olds represent 37% of users
- 30-49 year olds represent 25% of users
- 50-64 year olds represent 12% of users
- 65+ represents 10%
If your organization is looking to reach a younger generation, Twitter is a great choice. As you can see, the majority of users are less than 30 years-old, dropping off significantly after 50. Twitter also has an extremely high rate of teens. Specifically, of all 15-17 year old internet users, 42% use Twitter.
Advertising: Advertising on this platform is a fairly simple process. To start, you select your primary marketing goal (e.g. increasing awareness, promoting video views, etc.), which helps Twitter determine what advertising method you will use. Twitter makes the marketing process easy by offering goal-specific methods based on your selection.
Depending on which selection you make, you are then able to determine what content you want to promote from your account, who you want to target, and what budget you want to devote to your campaign. Some forms of advertising include promoted tweets, promoted accounts, or promoted trends.
Twitter campaigns are an effective method as you know exactly who is going to be seeing it based on the target market you enter into your ads. Twitter is able to look at a user’s account and analyze demographic characteristics based on account activity such as who the user follows, likes, and tweets. They are also able to see location, so you are directing your message to someone who is able to access your organization.
Twitter also offers a Promote Mode, which goes one step further than creating individual advertisements. This type of campaign manages your account’s advertisements for an entire month. This option automatically promotes your brand’s tweets and account without forcing you to handle the nuances of each campaign yourself. The last option available through Twitter is Quick Promote, which allows you to promote an individual tweet by just clicking a button. You simply locate the tweet you would like your target audience to see, select ‘Promote this Tweet,’ and enter the location you would like to reach, selecting your budget, as well.
Engagement: When your organization launches a Twitter account, it’s essential that you create an appropriate @name or username to accurately represent your brand. This is the tag that everyone will see on your account, as well as what they will type when interacting with your profile. The @name you create is permanent, so you must be careful and diligent when choosing one for your brand.
After you’ve created your @name, you must focus on making your page reputable and professional in appearance and content. We recommend the following steps:
- Include a bio about your organization; in your bio you should include a short description and a link where users can find your organization online
- Insert a profile picture to represent your brand; Twitter recommends using a photo with the following dimensions: 400 x 400 pixels
- Create an attractive header; this should be updated as it is important to keep this synchronized with current products, promotions, etc.
- Follow related accounts
Once you’ve completed the following steps, you can begin to tweet! Twitter allows you to embed images and videos into your 280 character tweets, so it is important to vary your posts, using some just text and others with gifs, images, and videos. Bear in mind that when you include an image or another visual aspect, viewers are three times more likely to engage with it. This is especially important for brands building awareness around a current product or promotion.
Twitter users are able to like, retweet, and reply to your posts. Twitter Analytics provides your organization with statistics regarding your month-to-month performance, examining activity and interactions, influencers, and content. This is a great tool for discovering what content your audience likes most.
Other Twitter actions that can strengthen your engagement level include the following:
- Pinning your tweet: Twitter provides you with the opportunity to keep your most important tweet at the top of your personal Twitter feed by “pinning” it. This makes sure that a user will see the post when looking at your account.
- Conducting Twitter polls: This allows you to ask your followers questions and receive instant feedback. When creating a poll you enter the question as well as four answer options. The poll can remain open for just five minutes or up to 7 days while users provide responses to your questions.
Our last tip regarding Twitter: remember to keep up with your mentions. This function is easily found in the notification tab of your account. Interacting with users is a way to build a more credible account and increase brand loyalty.
At Conscious Collaborative, we love utilizing Twitter for our clients, drawing in new followers and engaging with fans. We offer social media content and services that can help your organization reach new advocates. Check out our services for more information!