In addition to Facebook and Instagram, Twitter is probably one of the best known and most used social networks in the World. Worldwide, more than 200 million users are using the micro-blogging service, but many do not utilize the full potential of Twitter.
Individuals, but also companies - it sometimes seems - not clear how Twitter works and in what form the service can be used as a marketing tool. Why does the right approach seem so difficult? The network has its own rules, and they have to be mastered first.
What exactly is Twitter?
Expensive explanations about the functions of Twitter are probably no longer necessary. Twitter is a microblogging service in real-time, meaning users publish short text messages, with a maximum of 280 characters, which appear immediately.
The character limit ensures that Twitter is not the channel to tell you that you have just missed the train or that your coffee is too hot.
Instead, it is a place for people who seek information. Bundled information that you can use to communicate with other users. The shared messages and content are seen primarily by your followers. In these, the tweet appears directly in their timeline, but as one among many. So one or the other article may fall through the net.
Twitter is in principle public, except for direct messages. This means that everyone can find and see the content of everyone. Who tweets, leaves traces in the net.
How does Twitter work as a marketing tool?
Marketing on Twitter is tricky. It's interactive and fast, which in any case must be considered when creating a marketing strategy for this network. While it has been possible for a long time on Facebook to present itself as a company and to actively distribute content across a wide range of ad formats (and relatively cheaply), Twitter is still in its infancy.
Also, the focus should be on a theme, event or game that can not be immediately identified with the company or product.
Choosing the right hashtag also plays a significant role. This should not primarily refer to the company or product, but to address an event or an action. Finally, this also protects against the hashtag being hijacked and claimed by opponents of the company. Besides, hashtags help to classify a post by subject or to assign a tweet to a particular discussion or chat. Hashtags make your message generally audible.
Furthermore, three elements are essential to exploit the potential of Twitter: resonance, range, and timing.
What resonates, however, is difficult to predict. One is on the safe side if one attaches itself to a topic, around which already a lot of participation and discussion has built up.
These themes are also easy to find: Twitter offers a Trendbox on the left side of the home screen, in which the topics are listed on the world, or the country is currently tweeting.
Timing is also essential to successfully promote a product, company, campaign or event. If a company tweets at a time when only a small proportion of its followers are active, their tweet will go down in the users' timeline, regardless of their quality, because Twitter is a real-time medium. The user is only interested in what happens when he is active.
The most important criterion, however, is the range. Not only the number of followers counts but also the reach of those who pass on their tweets. Just as important and good at having followers, it is essential to have 20 to 30 users among your followers who have a broad following and a right image and willingness to retweet the content. So even a message from a smaller account can have the opportunity to be seen by thousands of users.
Embedding Twitter Feed on the website is an excellent way to showcase your live Twitter feed to website visitors. There are numerous embedding tools which enable you to embed Twitter feed on website, and this would allow you to develop a link between your social media and enterprise, drive the visitors out of Twitter to your website and vice-versa, and above all build confidence and sense of credibility among the users in Twitter wall embedding will function as a social proof for your industry.
With the choices of filtering relevant excellent content, personalization, moderation, and analytics, these tools will offer a fantastic drive to your advertising strategy.
Also read - How to Embed Twitter Feed on Website
Conclusion
Twitter is and remains a useful, valuable and like able social platform for companies as well as individuals, where new information can be quickly exchanged and shared. Nonetheless, Twitter is still a tough field for businesses when it comes to marketing. Twitter has its own set of rules that everyone who wants to get involved in the network should internalize.
Also, marketing opportunities are not represented in the diversity as is the case on Facebook, for example, so that a company has to deal with the matter without the support of the platform and on its own. It is, therefore, all the more important to establish a good relationship with the relevant influencers and the community and only then to start a campaign. A bright, informative added value with each tweet is just as essential for long-term success on Twitter and to make potential customers and employees aware of their own Twitter account.