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.

Threads

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.

Video

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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Read Your Twitter Marketing With Twitter Analytics

Twitter Analytics

We have some good news for you, dear Twitter users! You can now shape up your Twitter marketing strategies with more precision than ever. With the help of a boon of tool called Twitter analytics you can keep track of how and where your marketing strategies are taking your business.

Now so that we have a better understanding as to how this tool works lets take a look at the below excerpt from Social Media Examiner.

Twitter Analytics

Core Twitter Analytics on the Home Tab

Ian explains that once your account is 14 days old, you can access the free analytics provided by Twitter by going to Analytics.Twitter.com on your desktop. You’ll start off with an overview on the Home tab, from which you can drill down to view data on tweets, audiences, video analytics, and more.

twitter analytics home

Log into Twitter Analytics to get an overview of your activity.

On the Overview screen, you’ll see the total number of impressions for all of your tweets. Impressions are the actual number of people who saw your tweets on their Twitter timeline, by visiting your profile, or in a search. For instance, they may have clicked on a hashtag and your tweet was listed.

Ian wonders whether Twitter is able to access all of the information for tweets displayed in third-party tools (Hootsuite, Sprout Social, etc.). He goes on to say that even though the data is never going to be 100% accurate, it will give you a gauge to see if your impressions are going up or down each month.

Profile Visits is the total number of people who visited your profile on mobile and desktop combined. This number is important, Ian explains, because when you pin a really good tweet to the top of your Twitter profile, you have an idea of how many people have seen it.

For example, if Ian’s profile shows 17,000 visits, that means 17,000 people have seen his pinned tweet, which is an opt-in to download a lead generation guide. He uses this tweet to build email subscribers from people visiting his Twitter profile. It’s a simple thing, but it’s the equivalent of having a big opt-in at the top of your website.

ian cleary pinned tweet

Use pinned tweets, as Ian does, to drive traffic to your website and increase opt-ins.

Mentions show how often your Twitter username is mentioned on other people’s profiles. For example, the number of people who shared your content and mentioned your Twitter name will show up there.

While they’re not clickable, the mountain graphs you see under each data label give you an idea of whether that data set is increasing or decreasing at a glance. For example, you can see if your impressions are going up or down over the course of the month. Or you can check the Followers graph to see if your audience is growing or diminishing.

twitter analytics graphs

View graphs to see your Twitter activity at a glance.

The Top Tweet section of the Overview screen shows you your best tweet over the last 28 days and the number of impressions and retweets on it. Ian explains that you want to see what your most popular tweets are, so you can turn them into evergreen tweets to share regularly. There’s no point in retweeting content that’s not resonating with your audience.

The Top Mention section shows you when someone else shared a piece of your content and mentioned your name, and it did really well. The Top Follower is your follower who is followed by the most people. If someone with a large following has followed you, and he or she is relevant to your audience, pay attention to and start interacting with that person, Ian suggests.

Listen to the show to discover the difference between the top tweet and the top media tweet.

Other Twitter Analytics Tabs

The next tab is Tweets. At the top is a 28-day graph where you can see impressions and how many tweets you send on a daily basis. If you look at this graph, you’ll see which day of the week gets you the most impressions. You can also compare tweets week to week, and if your impressions and engagement go down, you can make changes. Then see if the analytics improve the following week.

In this tab, you can sort by top tweets and change the date range of your data.

twitter analytics date range

Change the date range of your Twitter activity for a larger or smaller range of activity.

The Engagements column shows the number of times somebody interacted with a tweet. You can view specific tweet activity (retweets, likes, link clicks, etc.).

Plus, if you actually find a particular tweet in the table as shown below, you’ll see its related impressions, engagement, and the engagement rate (the impressions divided by engagement).

When you click on that particular tweet, a summary of tweet activity will pop up. For example, you’ll be able to see that 12 total engagements include five retweets, five likes, one media engagement, and one detail expand.

tweet activity summary

View a summary of each tweet’s activity to see the types of engagement.

From the Tweet Activity tab, you can also export the data to create your own graphs and charts of your Twitter activity.

The Audiences tab starts by showing a graph of your follower growth and the size of your audience. While you want to see your followers growing on steadily, Ian cautions that it’s more important that it’s a relevant following. One way to gauge the relevance of your following is to see how Twitter breaks down and analyzes the interests and the occupations of your audience.

For instance, when Ian looks at his followers’ Interests table, he sees they’re interested in marketing, technology, and entrepreneurship, which is the type of people he wants to attract.

twitter analytics interests

See if the interests of your followers align with the people you want to attract.

Within this tab, you also have the ability to compare the interests of your audience against other specific groups, and review U.S.-based household income.

Ian adds that using Twitter cards will help Twitter understand what a particular tweet is about, so when somebody shares something from your website, you’ll be able to see what types of Twitter cards are working on your website.

Finally, there’s the Events tab. Click on the View Details button to see how many tweets have mentioned the event, total reach, and impressions. You can even see the audience’s gender breakdown and which countries are generating the most tweets. Use the Create a Campaign button to target people interested in that event.

Listen to the show to learn what Ian thinks is missing from Twitter Analytics.

How to Go From a Tweet to a Sale

Ian says over the last couple of years, his company figured out the best way to move people from a social media channel to a sale; a model based on what he calls the PRISM framework.

ian cleary prism model

Ian’s PRISM system moves people from a tweet to a sale.

P is for People. As you build your following on Twitter, analyze it to make sure it’s the appropriate group of people.

R is for Relationships. You need to build relationships with the people who follow you. Build those relationships one-to-one on Twitter with influencers, or at scale to a wider audience by providing really good content that drives Inbound traffic.

Most people who’ve simply heard about you on Twitter won’t be ready to buy from you when they first click through to your site. It’s during this stage that you’ll need to capture their details to build a deeper relationship with them. Which brings up Subscribers and Social retargeting. Ideally, you can build your email subscribers from these visitors. If they don’t subscribe, you can retarget them with ads.

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Want To Use Twitter As A Customer Service Tool?

Twitter customer care

Are you getting inquiries for posts about your business on Twitter? We all are aware of the fact that everything is going digital, it is but natural for us to get in touch with each other through social media. Same goes for customers who have inquiries regarding your business.

Here are a few tips helping you out in how to make use of Twitter to up your customer service game, all thanks to Hootsuite, who have come up with these awesome tips.

1. Respond to customers with enthusiasm

Respond quickly. Prompt customer service pays off. And when consumers don’t get an answer from a company on Twitter, 81 percent don’t recommend that company to their friends, according to a 2016 survey conducted by Twitter and Research Now. Think of interacting with a Tweet directed at your business in the same way you’d greet someone who walked into your shop. We recommend checking your Twitter at least once a day to respond to potential customers.

Keep your responses short and friendly. Click the heart on someone’s Tweet to “like” it. People like to be liked!

And don’t be afraid to use pictures, GIFs, or emojis. An enthusiastic GIF or a smiley face clearly communicates your mood (and images can transcend language or literacy barriers).

In this reply, @theDryBar uses a heart emoji (the color even matches their brand!) to show a positive Tweet some love.

Twitter post

And here, @RKSupport shares an image of their sizing chart to help answer a customer’s question.

Twitter sizing chart

Not everyone tweeting about your business may know your handle. Consider searching Twitter for your company name and see if there is conversation around it. Remember you can filter Twitter searches by location, date by selecting “More options.”

3 Tips for Using Twitter as a Customer Service Tool | Hootsuite Blog

If you’re on Hootsuite, make a column that monitors mentions of a few keywords. If your business is an Albuquerque plant nursery called “Sandra’s Cactus Emporium”, for example, then “Sandra Cactus,” “Cactus Albuquerque,” and “Cactus Store” would be good terms to watch.

2. Move conversations from public to private

Direct Messages are private and don’t have a character limit, so they’re perfect for conversations that are getting wordy or you would prefer to have between just you and a customer.

If a conversation is light and positive, keep it public to show other potential customers that you are reachable. It can even be valuable to address straightforward negative comments publicly, so other people can see you delivering great customer service. But if you need a customer’s personal information or the conversation is going to have a lot of back and forth, move it to Direct Message. You can do this gracefully by replying with a “Send a private message” link.

3 Tips for Using Twitter as a Customer Service Tool | Hootsuite Blog

Find out how to easily make a “Send a private message” link.

3. Amplify positive reviews

By being active on Twitter and running a good business, you help to ensure customers will tweet positive reviews. These responses feel good and can be used to promote your business. By retweeting one, you broadcast it to your followers.

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Ahoy There Marketers! Have You Heard Of Twitter Chat?

Twitter Chat

So Twitter Chat seems to be the new chap in town. Have you guys started using it yet or maybe wondering what all the hype is about?

Well here is some news for all you marketers out there who make use of Twitter to promote your business. Some of the ways in which Twitter Chat can benefit you and why you should use it have been listed below with first hand user experience courtesy of Social Media Examiner.

Madalyn’s story

Madalyn had been doing online marketing for a long time, and when social media came about she was hooked. Twitter was her favorite, because the 140-character limit forces you to be concise.

She shares that whenever she traveled to different events and conferences, she asked people what was their favorite platform and why. She was amazed at how many people said they didn’t like or understand Twitter.

As a result, she went on a mission: to help people become Twitter Smarter. She began using the hashtag #TwitterSmarter as she developed online classes and eventually launched Twitter chats.

What’s a Twitter chat?

The most simple description of a Twitter chat is a group of people coming together on Twitter for about an hour each week to have a conversation that revolves around a pre-determined hashtag. As long as people include the hashtag in their tweet, they’re part of the conversation.

It’s a great way to meet lots of like-minded people, as well as receive and give advice, Madalyn explains. She encourages people to learn from her chats, but also to chime in and share their own expertise.

A common approach, the one Madalyn takes, is to host a guest who does a Q&A for each Twitter chat.

Why participate?

Madalyn says that last year, she made it her mission to participate in as many Twitter chats as possible. She confides that it’s not been easy; it takes effort to be a regular participant in several hour-long chats each week.

Twitter chats are great for helping you connect and network with people.

For example, when Madalyn started going to #MediaChat, she didn’t know anybody. She started to connect with people and ended up having a side conversation with Matt Diederichs from Hootsuite, which is one of her favorite platforms for scheduling tweets.

Later on, she hosted Matt as a guest on her podcast and her Twitter chat.

Side conversations are a common occurrence during Twitter chats, Madalyn adds. You’re still actively participating and using the hashtag, but you’re also creating a small community within the big community. It’s a great way to make valuable, strong connections.

Where to find Twitter chats

Madalyn finds that it works best to run a Google search for your topic and “Twitter chat” in Google search. Another option is to type in “Twitter chat,” and you’ll find some directories.

twitter chat search

Perform a Google search to find Twitter chats.

Since directories aren’t always reliable or up to date, Madalyn also recommends looking for chats on Twitter (you can identify them by the repetitive hashtag). Once you dip into a chat, you’ll hear about others. She says you can also find out about specific chats in Twitter bios, because many times hosts will mention them there.

Twitter chat mistakes

One of the biggest mistakes Madalyn sees when new people enter into Twitter chats is that they use Twitter.com instead of a third-party platform or app.

Another mistake is forgetting to include the hashtag. People will introduce themselves (using the hashtag), and essentially disappear. When they forget to put in the hashtag, no one sees their tweets in the conversation, so they get frustrated.

At the beginning of her chat, Madalyn makes it a point to mention the platforms people can use to make the experience easy. She uses TweetChat, which is a free platform you can use in your browser. It shows the tweets as they come in live, and automatically puts the hashtag in your tweets.

tweetchat

Manage Twitter chats easier with TweetChat.

We’ve used tchat.io, and I asked if there’s a good mobile app for Twitter chats.

While Madalyn has heard people say the Twitter.com mobile app works best on iOS and Android, she says a lot of people also use Hootsuite on mobile. She likes Echofon, though she rarely does chats on mobile, because she prefers the browser-based experience.

twitter mobile app

The Twitter app is one option for managing chats on mobile.

Another mistake newbies make is they forget it’s not an environment in which to sell, Madalyn continues. People sometimes get on, are new to chats, and don’t know the protocol, so they’ll start promoting themselves.

To help new chatters, it’s important for hosts to share Do’s and Don’ts of how they run things up front. Madalyn posts house rules at the beginning of her chat and she’s seen others do it, too. The other thing Madalyn suggests if you’re new to Twitter chats is to listen and watch before you jump in. Pay attention to what’s going on, so you don’t do the wrong thing.

house rules

Madalyn tweets house rules before every chat.

When you’re in a Twitter chat, you want to be respectful to everybody, Madalyn explains. Participate. If you’re not sure what to say, at least come on and introduce yourself at the beginning. The point of Twitter chats is to be social. Speak up. Find ways of chiming in on things, even if it’s just to say you agree.

Chat tools

When Madalyn hosts, she finds Hootsuite helps her tremendously. It’s a great scheduling tool, and she likes to schedule some tweets at specific times. That way, when she’s chatting, she can have all her questions scheduled and ready to go.

Madalyn also takes advantage of the ability to retweet herself, which she can do on Twitter or with Buffer, which lets you retweet any tweet, including your own. If she wants to bring something back into the conversation mix, she simply retweets it.

Madalyn also retweets herself when she is answering her own questions. She hits the retweet button, which brings up the original tweet with the question, and answers underneath it. It looks really cool in the Twitter stream, she says.

retweet chat answer

Madalyn puts her Twitter chat answers under a quote tweet for the question.

When I asked about tools to analyze a chat after the fact, Madalyn said there are great options available. She uses oneQube from the same people who run TweetChat.com to put together stats such as how many tweets were published, who was there, the engagement rate, and so forth.

She notes that Hashtracking is another powerful and popular analytics tool, which has been around for a while.

Tips for guests and hosts

It’s hard for a guest to answer everybody’s questions because most chats move fast and it’s easy to miss things.

Madalyn suggests opening a couple of tabs in your browser: one for participating (like TweetChat.com), and one to see the guest’s conversation (Twitter.com/ then the guest’s Twitter handle) to make sure you don’t miss any of the guest’s answers. She notes that she’s there to support her guest, so she retweets and likes everything they tweet during the chat.

tweetchat chat

Hosts, keep one tab open with the TweetChat stream and another with the guest’s Twitter profile.

Madalyn identifies her questions with Q1, Q2, etc., and she typically does eight questions for her Twitter Smarter chat. She also instructs the guest to use A1, A2, and so on in front of their answers, so people know which answer corresponds to which question.

To help prepare her guests, Madalyn sends the questions to them ahead of time. If you’re prepared, you have more time to connect and talk to people. If you’re winging it with every response, it’s tough to keep up with all the questions people are asking you during the chat.

Hosting a chat

Those planning to host a chat need to start by promoting it, Madalyn suggests. You have to let people know about it, and that takes time. Madalyn says her chat didn’t become big and successful overnight. She had to build it up.

Toward the end of each chat, Madalyn posts a tweet that asks people to let her know if they’d like a reminder for next week’s chat. It’s a lot of work to put together the tweets, but if someone gets a tweet the morning of a Twitter chat, they’re more inclined to show up.

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All It Takes Is 1, 2, 3 To Follow The Right Influencers On Twitter

Twitter Influencers

There is a sea of people out there that we can follow when we want to make our mark in the field of social media. It is important for us to know who we need to follow to get the right kind of visibility on platforms like Twitter. It’s like striking a pot of gold, in this age of content marketing where everything runs on influencer driven recommendations and suggestions.

It just takes three simple steps to pin point the influencers that you need to be following.

As Simple As Counting 1 2 3

Below we have these simple pointers to help follow the relevant influencers put together by Unmetric Blog 

Unmetric Analyze allows you to sift through your hottest influencers so you can find the apt people to engage and boost your content with. Here is where and how you access that data on Unmetric Analyze.

Step 1. Head over to the Analyze Tab

Once you’ve logged into the Unmetric Analyze app, on the left top corner, click on the drop-down list and choose Twitter. Once the Twitter dashboard opens, click on the Analyze option.

HowTo_1.png

If you already have brands chosen, click on the brand you want to find influencers for. If not click on the add brand button and with a simple search, add the brands you like.

HowTo_2-1.png

Step 2. Under Account, click on Influencers   

Once you go to your brand’s Analyze page, in the left menu, under Account, you’ll see a menu option for Influencers. Click on it and this will open your list of influencers.

HowTo_3-2.png

You can find the most important and largest Twitter accounts that have Mentioned or Retweeted you in the past. You can even click on the tweet number to see which tweet this was. This isn’t just a list of influencers that your brand can leverage, but since they’ve already engaged with your brand in the past, these are a list of qualified influencers that are more likely to endorse your brand message.

Step 3. Sift through & rearrange the results

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