5 Ways to Maximize Twitter for Your Business in 2018

5 Ways to Maximize Twitter for Your Business in 2018

Today we’re going to talk about Twitter – everyone’s favourite micro-blog platform that, from its creation in March 2006, has amassed over 330 million active monthly users.

While it’s true that Twitter did see a decline in usage over the last couple of years, mostly due to the introduction of so many other new social media platforms, it is showing every sign of being, once again, on the rise. It may not be rapid or tremendous growth, but the growth is still there – in active users, time spent on the platform and in engagement.

Twitter is still one of the best social media platforms for marketing, mostly due to its public user interface and today we will look over the 5 best ways to maximise its features to your advantage.

The Algorithm Advantage

Though there is a downside to algorithms, the advantages can’t be overlooked and the engagement benefits speak for themselves. Users seem to prefer filtering out less important updates and only seeing what they prefer to engage with. Twitter’s algorithm (introduced almost 2 years ago) advertises that you, as a user, will “never miss an important Tweet” and while the change has been criticized by users, the performance data speaks for itself.

So, from a marketing perspective, how can you use the changes introduced by the new algorithm to your advantage?

  • More Engagement with Responses to Your Tweets and Mentions

You know that the new algorithm shows users more of what they might possibly like, based off tweets they’ve liked and users they follow. By Liking a Tweet, you increase the possibility that it will be shown to a higher number of users, both by putting it higher in the feeds of your followers and by showing it to your follower’s followers as well.

  • Like and Re-Tweet Your Own Tweets

Because Likes and Re-Tweets are the biggest indicators of popularity, Liking and Re-Tweeting your own content can do wonders for your exposure. Sure, you may look a little self-obsessed, but the engagement on your posts will certainly increase, so it’s still a win.

More Characters

Despite the backlash Twitter received for their decision to double the length of Tweets back in September 2017, data results show that the increased amount of characters allowed has led to much more engagement than before.

The extra character capacity is an advantage from a marketing perspective as you no longer have to limit important information or sacrifice proper punctuation to make your point. You can also use it to direct more traffic to a blog post or website.

Advanced Search

Of all the ways you could potentially use Twitter to your marketing advantage, the advanced search feature may be the most effective one. Due to the public nature of Twitter, your reach is virtually unlimited and with advanced search tools, you can find a previously untapped demand for your supply and fill it with relative ease. By simply setting up a stream with every conversation using keywords based on your product, you can discover and fill a whole new customer base.


Just last month, the Threads feature was launched on Twitter, which enables a series of Tweets on the same topic to be strung together. One of the biggest benefits of this feature is that you don’t need to click on a link or open another app or webpage to see a conversation in its entirety and because the full thread is only accessible by clicking on the “See more” prompt, it is easy to add more content, explanation or replies without spamming your followers and other users. It’s a fantastic way to offer additional detail, instructions or context that will engage users without overwhelming them.


It comes as no surprise that, as on virtually every social media platform, videos are the highest-performing type of post. While Twitter may not have quite the same popularity as Facebook and their live-streaming feature not as widely used, you can be sure they will continue rolling out better and easier ways to showcase the feature and prompt users to use it. This will lead to more opportunities for those publishing videos as Twitter’s algorithm will also evolve to recommend related video content, generating more engagement on your video posts. Twitter is also showcasing image-recognition ads which will help you promote your product and improve your marketing strategy.

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How Do You Know Who Has Responded?

Survey Respondents

How do you find out who is an ideal survey respondent when it comes to B2B? Getting people who will respond to your survey is a task in itself, B2B or otherwise. Here are a few solutions that Smartinsights has for us.

Option 1: Google Consumer Surveys

It might be branded “consumer surveys” but they have lots of B2B publishers too. You can use segmentation and the tool will find marketers, SMB owners, freelancers etc. It’s also a self-service platform and with low costs (from just 10¢ a response). Google Consumer Surveys hosts all of the questions, it’s not possible just to send them a survey link. It’s a great tool to try if you’re looking for survey responses.

You can’t use the tool to recruit for other types of research. However, you can use the tool to run B2B surveys.

Google Consumer Surveys on web page


You could try Survey Monkey, which works in a very similar way.

Option: 2 Cint

Cint is pretty great. It’s a self-serve tool that has revolutionised “survey sampling”. They don’t own a single panel, they partner with panels and sites that have big, engaged email lists to send your surveys to those users. You’ll need to host the survey and it will need to be on a platform that can work with custom redirects (such asPolldaddy). Prices depend on incidence rate and length of the survey. You cannot use this tool to recruit for external research though.

Cint Panel Book august 2016

Option: 3 Specialist panels

There are indeed specialist B2B panels, naturally incentives and therefore prices are higher than consumer panels. Examples include Atomik research and SSI which both have specialist B2B panels. These panels can be used to recruit B2B demographics for online surveys and other types of online research including user testing.

SSI B2B panel services

Option: 4 Recruiters

If you’re running a focus group, even an online focus group or want to do telephone interviews rather than online surveys, agencies like Saros, Rocket research and PeopleForResearch can find appropriate participants for you, prices depend on the number of participants, generally you’d need to pay incentives which typically need to be higher than consumer. There are agencies that can help you to produce focus group discussion guides and telephone interview questions, plus you can outsource moderation and interviewing too. Recruiters can recruit for online and offline research projects.

Option 5: Your own email list

You could always use your own email lists using freemium customer survey tools, but it might be worth considering panels if you’re looking to top up the numbers.


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