How ICO advisory and Crypto-marketing companies are using the power of twitter to grow their brand
With so many Cryptocurrency related services starting to populate the industry map, they are all vying for their places in the market. A crucial factor in this competition is brand recognition and awareness. This is a factor that gives a company an inherent competitive advantage through a goodwill relationship with their customers, suppliers and partners alike.
In this blog, I will attempt to discuss some of the ways that ICO advisory and Crypto-marketing companies are using to utilize Twitter to enhance their social media presence in an endeavor to improve their brand recognition.
Methodology:
I have picked 9 different ICO advisory and Crypto-marketing companies with similar product and service offerings. These choices are based on lists of top ICO advisory and Crypto marketing companies provided by websites such as hackernoon.com and cointelegraph.com. Although the benchmarking process could arguably be a bit more deliberate, for the sake of this blog I have elected to go by information gathered from trusted sources.
In terms of data analysis, I have used both qualitative and quantitative metrics for the benchmarking process. For the qualitative measures, I utilized word cloud and content analysis to gather insights. While for the quantitative measures, I looked at activity frequency, and percentage of mentions, hashtags, external links and media used per tweet in order to assess the content creation strategy measured against the impressions created.
Results:
After assessing the twitter accounts of 9 ICO advisory and Crypto-marketing companies, I can share the following insights as industry best practices:
- On average, 74% of the tweets sent through their company accounts have links to external sources. This way they consolidate all of their social media marketing campaigns into Twitter. Blogs, Youtube videos, magazine features and other content marketing channels are linked through Twitter
- 68% of the tweets sent by company accounts contained mentions or “@”. They use twitter as a platform to humanize the company and put faces behind the names. Through this, prospect customers could get in touch with actual people rather than an “info@email” account and share a casual conversation about a need. Making lead generation a much more organic process.
- Companies have been using Hashtags (at 45% average) to be closer to the trending conversations in the matter. Being a part of the discussion by sharing updates and opinions on relevant events helps to establish the companies into experts and influencers in the market and get an access to a bigger network through that.
- Companies do not seem to be using any media in their tweets (i.e. video’s, sounds, etc.) This is due to the fact that videos take at least a minute, which is 1 minute too long for today’s attention span. Add to that, it is much harder and more time consuming to create media (especially video) content.
Recommendations:
Based on the results of the benchmarking analysis, I can draw the following recommendations:
- Verify your twitter account. One of the biggest worries of the twitter users appears to be spam accounts. Account verification could be a major step in goodwill building with potential customers
- Make sure your company’s feed is active. Account activity should be maintained on a daily basis. This could be achieved through sharing posts on news and updates of the industry
- Get your employees involved. This is done by inviting your employees to share stories, updates, and opinions and link it to the company’s official Twitter account
- Create your community. This could be achieved by creating or joining lists on Twitter. This will help you to be more involved in the community by affecting the conversation and attracting influencers to the dialogue
- Turn your Twitter into your own social network hub. This could be achieved by shining the spotlight on your other social media activities. Wrote blog? Put the link in a tweet and a brief description of its content. This way, you have a social media approach that is truly connected
- Grab the attention. Every timeline is populated with many tweets, adding a GIF or short clip could go a long way in helping you stand out.
Conclusion:
A quick look at some of the ICO advisory and Crypto-marketing companies’ Twitter activities could give interesting insights into their content creation strategy. The ultimate goal is to make the biggest impressions on the platform to increase brand awareness. It is clear that Twitter is high up on the list of companies’ social media strategy as it is a platform that could serve as the hub of all other social media tools. It is therefore crucial to have a clear but simple strategy of content creation on Twitter. Ultimately, the two biggest lessons learned from this research are get confirmed, and stay active!
