Increasingly, our clients are asking for our thoughts on Twitter. We have watched as Twitter has grown from “text-messaging for the web” into a primary source for real-time engagement in breaking news, customer service and crisis management. As online users move away from live television, we see twitter and the other social networks filling the void.
Twitter is growing at a rate of over 400,000 users per month, and every day there are in excess of 400 million individual tweets. Amazingly, 60% of Twitter's’ users are engaged and tweeting, not just passively reading.
Twitter has matured into an attractive advertising platform. The social media site has defined 3 promoted products, each designed to enable communications and branding professionals to reach distinct audiences.
- Promoted Tweets: A prominent way to display your most engaging Tweets to your followers and those with interests similar to your followers
- Promoted Accounts: Twitter will display your account in the Who to Follow section to users that are most likely to be interested in your account
- Promoted Trends: A custom-designed page showcasing tagged content uploaded to the site from high-profile users
All of Twitter’s promoted products can be targeted to geographic areas and interest groups. This ability enables Qorvis to help our clients reach beyond “followers” and influence a wider, and more targeted audience. Our work with MexicoToday and the Mayo Clinic are just two examples of campaigns supported by Twitter promoted products, and we have been very pleased with the reach and results.
Qorvis believes that Twitter is an important component of any communications platform, and when used well, can create a social narrative that leverages your supporters to spread a message organically and authentically.
An example of this organic message saturation through Twitter is a photo contest we created. Our goal was to increase awareness and get users to visit a specific website while learning more about the brand along the way. For several weeks, our team leveraged Twitter to promote the contest and gather photo submissions from users.
The response on Twitter was great, users helped grow the brand hashtag and sent hundreds of referrals back to the website in just a few short weeks. Also, the users that arrived to the website from Twitter were some of the most engaged, visitng multiple pages and staying on site for several minutes. This was important to the campaign, as it increased awareness of the brand and extended our messaging to a wider audience.
Although this is just one of many examples, this contest shows how, through organic interaction and paid advertising, Twitter has the ability to be a powerful communication tool for any marketing campaign.
By Aaron Estabrook