Twitter : what kind of usage for your brand ?
Laura has long wondered what Twitter could do for her. She set up her account in 2011, at first didn’t quite understand the concept and didn’t really use it until 2014.
2014 was a year of big changes for Laura, she was finishing her studies and wonders what she will do next. And that’s the big black hole.
And that’s how we come back to Twitter. Laura has taken a liking for this rather bizarre network that connects millions of people around the world.There she met Rachel, a dedicated blogger from Valencia who paved the way for her radical rise to create her Lifestyle blog.
Through Twitter, she was able to share the launch of her website with the world. Or, in the beginning with her followers.This also allowed her to see that she wasn’t alone, meet virtually a huge amount of support and keep a competitive edge on many others.
Laura is proud of her project and loves to interact with her readers.This is an invaluable opportunity to do Press Relations, propose partnerships, promote an event… She did not measure in 2014 the scale of its articles and the traffic generated.
Today, she can easily see how this social network improves her company. So, one might wonder how this social network works and why it is a key player, for Laura’s company and others, today.
There are 3.7 billion active users of social networks, or 48% of the world’s population. 330 million on Twitter. This social network permits to exchange and sharing with people related to you.
Why it could not be useful for your brand?
What is the social network?
In a few numbers, the world is addicted to social networks:
280 characters since 2017
152 million active users in 2019
500 million people visit the social network without logging in
6,000 tweets sent per second, 200 billion a year.
66% of users are between 35 and 65 years old.
75% of the brands present on social networks choose Twitter.
70% of social network users use them every day
Most visible brands on Twitter:
Amazon (more than 7.4 million tweets with the logo), ahead of McDonald’s (4.9 million) and Chanel (3.8 million).
Twitter is the pulse of the news, it is a traffic lever and engages a strong virality. It allows the sharing of expertise Business to Business or Business to Consumer. It is both professional and personal. It is a monitoring tool for all activities combined.
For companies, it is a quick way to respond to customers and organise after-sales service. It also provides a quick link between influencers and companies.
Why is it useful?
Through this network, which allows to create a real virtual community, the brand has different objectives:
To reach users and future customers.
Appear as dynamic, innovative and close to the customer.
Establish notoriety and be recognized as an expert
Building loyalty
Doing competitive intelligence
Distribute
Interact
Know your target and identify influencers
Generate traffic
How?
It’s important to know your target and get to the point.
The message must be clear, punctuated and without abbreviations. The tone used should be professional and adapted to the audience but formal. We seek to create a community close to your company.
It is important to create engagement through, for example, mentions, hashtags, conversation and links. You can do this by :
Cite your sources,
tag your concerned users,
use up to two hashtags to reach an audience that’s not yet following you,
disseminate information that has real added value for your community.
Important 10–4–1 rule:
For every ten pieces of information relayed from external sources, provide four links to your site and one link to an interactive page on your site.(Example: contact form).
When to publish?
In order to be visible, it is necessary to publish very frequently at defined times.
Post 5 to 6 times a day. Indeed, the duration of a tweet is very short.
For Business to Business, privilege the hours of breaks during the week (ideally Tuesday and Wednesday). For Business to Customer, the weekend is a crucial time.
Live?
Live at the heart of an event allows you to enhance your content and make it more alive. It can also allow you to impose your leadership and add a human side behind it.
Complementary tools :
Tweetdeck: represented by columns of tweets customized according to searches, hashtags, personalities, etc. These columns are updated in real time. It allows you not to miss anything, so it is an essential pillar of competitive intelligence.
Tweriod: gives you the best times to tweet, analyzes both your tweets and your followers’ tweets. You can start tweeting when it makes most sense to reach others.
Buffer : It permits to plan and publish your content.
To conclude, Twitter can really be a valuable ally. So why don’t you go for it ?
