In this article we see, together, whether it still makes sense to do marketing on Twitter.
Social media marketing has become a fundamental part of digital marketing. In the past 10 years, almost every company and professional has decided to open a social channel. Yet, being present is not enough to be successful.
Through social strategy you must always pursue specific goals in line with broader business objectives. These goals can be brand awareness or finding new customers, or even promoting products or services (even for e-commerce).
Depending on the goals you want to achieve, your company’s mission and vision, your target industry, and especially your target audience , you need to prepare a strategy and editorial plan so that you always know what to publish and when.
The choice of social channels to use depends mainly on the target audience: where can you find new potential customers?
Into this scenario that is too often trivialized, falls Twitter. A platform that has been very successful over the years but is going through a turbulent phase following the “change of management.” So much so that some have questioned whether it is still worth using Twitter in social media strategy.
What happened to Twitter?
Twitter is a social network that is based on microblogging.
Tweets are short posts (280 characters).
Written content is the key part of Twitter posts, but you can also post photos and videos.
In 2018, more than 321 million users were active each month on the social, which billed more than 2.5 billion a year and had reached a value of more than 10 billion.
After Elon Musk ‘s acquisition in 2022, a large number of advertisers suspended investment in Twitter, and brand activity on the platform also declined.
For example, brands in the fast food sector posted 74 percent in December 2022 than in the same month in 2021.
Subsequently, the numbers started to climb again, thanks in part to the decision to “sell” the blue tick in exchange for a monthly payment.
Indeed, many brands felt they had to take this opportunity to return to Twitter. Other users, however, did not like it, mainly because of the risk of fake profiles.
Despite these critical issues, Twitter remains a platform that brands continue to invest in because the number of active users is still so high.
The challenge is to adapt to what will be the future trends and changes under Musk management to make the most of the potential of this social.
Find all the data mentioned in a dedicated article on the Content Marketing Institute website.
Marketing on Twitter: strengths in digital marketing
Twitter can be a really effective social media marketing tool because of some strengths that are much more prominent than in other platforms: hashtags and trend topics.
Hashtags are extremely important because they allow you to receive more interactions and raise awareness of your brand, including inserting yourself into conversations and trending topics where you can find visibility.
Especially on Twitter, it is important to be able to converse and “stay on the piece.” Don’t put all your eggs in promotional content, but try to participate in relevant debates and conversations, perhaps taking advantage of opportunities to do real time marketing.
This terrain can be as prolific as it is slippery. Make sure you don’t get it wrong, even in your Twitter strategy:
- Set goals;
- Address your niche;
- Respect your brand identity.
Marketing on Twitter: how to create a winning social media strategy
Social media strategies are crucial if you want to use social channels professionally and, most importantly, get results. The professional figure of the social media manager is often underestimated due to an underestimation of the skills needed to push a brand on social.
It is not enough to create content or start social media marketing campaigns that link back to websites or products for sale. Social is like a big public square where you have to know how to have a conversation with your users and not just talk about yourself.
For this reason, a social strategy is only successful when it aims at a specific goal and targets a specific, targeted audience. The other choices (e.g., what and when to post, making paid campaigns, which channels to adopt) come later.
As on the website and in all touchpoints, on social you need to use your brand’s tone of voice: it’s a tone of voice that reflects your company and the way you position yourself toward your community. We are therefore talking about a part of brand identity that you should never underestimate, because it makes you recognizable and creates a relationship with potential customers.
Your social strategy with Factory Communication
In planning a communication strategy, Factory Communication always starts with your market positioning (what differentiates you from your competitors?) and your niche of potential customers.
So, it helps you map out the goals you want to achieve through social. From these assessments then comes the choice of platforms, strategy and editorial plan.
Social analytics help you understand what you are doing well and what you need to improve. In order to understand the data, Factory helps you identify KPIs (metrics) to monitor already at the strategy stage: engagement, interactions, number of followers, clicks, comments, etc.
Social media strategies should be tailored to your brand to help you achieve relevant goals in terms of increased sales or brand awareness.
To learn more, read the page dedicated to Social Media Marketing service with Factory.
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