Twitter is an efficient and effective tool for spreading news quickly to thousands of people. Not only does it give the user opportunity to share relevant information, but followers are able to share posts. Every time this happens, the user’s reach expands exponentially. When used to its fullest potential, Twitter enables brands and businesses to garner leverage by soliciting the attention of influential individuals, and to engage and resolve issues with customers. While there are countless reasons to incorporate this social media platform into any marketing campaign, some of the most significant and impactful are as follows:
1. Great Exposure
Marketing would be useless if its efforts failed to expose businesses not only to their targeted demographics, but to the world at large. There is a vast array of techniques to advertise and engage consumers, but one of the most powerful ways to garner interest in a brand is to borrow the popularity of someone who is capable of influencing thousands – or more – people. This is why Nike contracted with Michael Jordan and why Proactive employs high profile celebrities such as Kelly Clarkson and Adam Levine to promote its products. They have millions of fans who deem them credible and want to hear what they have to say.
Twitter is the ideal tool for reaching individuals with influence, connecting with celebrities, business owners, industry experts, and thought leaders. Whether they respond to tweets or share them, their host of followers are then influenced by this action and introduced to a brand.
— Brian Hughes (@BrianHughes116) May 15, 2014
As a result of this tweet and the engagement it received, my account was followed by a television executive, Robin DiMaggio (Arsenio Hall Show Drummer and Musical Director to the United Nations) and Arsenio Halls booking agent for the show.
While investing in “promoted tweets” is an option, it is not necessary. Twitter itself is an effective – and free – social media marketing platform. It can be used to share, promote, and comment on real-time events and is also an ideal means of community engagement. When consumers are able to join together to discuss a service or product, and the brand engages along with them, loyalty flourishes.
The use of hashtags is an efficient marketing mechanism. They can be used to connect activity and topics across multiple platforms or to classify poll results and opinions, for instance. Tweets that include both links and hashtags solicit the most engagement.
3. Consumers Love It
Approximately 33 percent of Twitter users follow at least one brand. This equates to millions of people who engage with countless businesses via this tool. Because this is such a prevalent practice, individuals expect to find what they’re looking for. In the last few years, there has been an increase of 663 percent in Twitter users that ask for business recommendations.
The platform is used to seek customer reviews, solicit opinions and advice, and ask questions. These things are not nearly as convenient to accomplish without Twitter, so if a given business does not use it, its online competition will benefit.
4. Channel for Customer Service
Businesses’ Twitter profiles are accessible locations to request various forms of customer service. This may be to file complaints or ask about store policies, for instance. When business representatives routinely monitor social media accounts, they can publicly respond to and resolve customer issues. Responding in this way is not only a meaningful and personal method to connect with customers and nurture relationships, but it solidifies the brand’s public image because followers can witness the professionalism and concern with which matters are handled.
Dell has established multiple Twitter profiles, each meant to address different issues and accomplish separate tasks. One, for example, is to promote deals and explain options for refurbished computers. When Comcast provides customer support via Twitter, their representatives get personal by providing their names and pictures.
Whether utilized for its cost-effectiveness, to provide quality customer service, or to connect with prestigious and credible individuals that can influence followers, Twitter has the unbridled potential to transform brands. Early in 2014, Simply Measured, which provides social media analytics and measurement services, conducted a study of Twitter use. It was noted that 92 percent of the world’s top brands tweet on a daily basis, and more than 36 percent of these tweets include links. Furthermore, tweets that contain both links and photos garner 150 percent more engagement than brand averages.
When these statistics are considered, and Twitter’s features and functions are employed strategically, the power of this social media platform is undeniable. With a strong focus on and deep understanding of social media marketing, businesses today can leverage brand recognition with fewer marketing dollars. Those who fail to glean a competitive edge with social media risk missing a profound marketing opportunity.