Social media in 2018: Twitter
“Used in the right way, Twitter can be a powerful marketing tool, but it’s not the holy grail for all businesses and it’s important to understand that it needs its own strategy. If you’re going to use Twitter, you need to work it. Set KPIs, understand who you need to engage with, and how, and make time to search for, engage in and inspire conversations. Let’s also not forget that Twitter can be a marketing ally, but can also be a PR nightmare, with users able to post negative content and images 24/7 for anyone to see.”
Since its inception in 2006, Twitter has become a mainstay social media platform. The ability to share real-time information limited to 140 character ‘tweets’ made Twitter stand out from the crowd in a period when social media was taking the world by storm.
In 2009, a US Airways flight crashed on NYC’s Hudson River and a photo posted to Twitter broke the news before traditional media – something we had never experienced before. This is now a normal occurrence – Twitter has become a genuine source for real-time information for any current event or topic through a quick search or a click of a hashtag.
Twitter averaged at 335 million monthly active users as of the second quarter of 2018. Some people argued that it was a fading platform, but it has recently seen a surge of 6 million new users in the first quarter of 2018. It’s only done better than that twice since the start of 2015.
Use has now evolved and the famous character limit was eventually doubled from 140 to 280, but it has retained its quirky social media style making it a crucial tool for any business’ marketing mix.
Alike to many social media platforms, there is a lengthy list of benefits that Twitter provides for business use. However, the stand-out feature is undoubtably the ability it provides for real-time engagement and interaction with consumers.
Consumers will now often look to Twitter as the first point of contact, meaning simply monitoring and managing a business Twitter page can create first-class customer service. This type of interaction leaves a lasting impression on the customer, statistics show that 77% of Twitter users feel more positive about a brand when their Tweet has been replied to.
Another crucial element of Twitter is the ability it delivers for users to connect with influencers and engage with trending topics. Following and interacting with influencers or trends in your market shows a modern marketing strategy and provides visibility for a brand through involvement in the latest trends. This type of visibility is important for leads and traffic – recent statistics show that 47% of people that follow a brand on Twitter are more likely to visit that company’s website.
Following the trend of other big social platforms, Twitter Ads is also an excellent addition to the marketing mix and seems to be evolving to provide better targeting. Promoted tweets can be targeted to your audience by who they follow, their interests, behaviours and demographic.
At TWI we specialise in using social media to create genuine value for your business and brand, with guaranteed results and creative strategy. To find out more contact us for a social media marketing review.
Thank you to the following companies for their help in researching this article: