Twitter’s new Playbook for Agencies offers a wealth of information on working with clients to improve Twitter marketing campaigns. While the document officially serves PR, marketing and advertising agencies, almost any business or individual with a Twitter account can benefit from its advice.
Combine Paid & Organic Promotions
Naturally, Twitter recommends paid advertising. Although many companies find success on the platform without advertising, brands with the most organic success have large Twitter Ads budgets and create a mix of organic and paid content.
Organic and paid strategies work best when combined. Promoting a Tweet can provide the initial momentum it needs to attract extensive organic attention. Likewise, an advertising campaign to attract followers attracts additional followers organically. In other words, a crowd attracts a crowd.
“Simply put, if your client has ambitious goals for Twitter, they have to run paid campaigns to support them,” the guide states.
The advice is in line with social media’s pay-to-play trend. Facebook in particular now practically requires brands to advertise in order to reach audiences, and Twitter likely hopes to follow Facebook’s game plan.
When to Use Twitter for PR & Marketing
Twitter differs from other popular social media networks and offers distinct advantages. The platform is ideal for:
Timely campaigns that comment on current trends or events. “This is a valid point to keep in mind – on Facebook, real-time trends have never been able to gain any real momentum, and no other platform provides the same level of immediate, all-inclusive input the way Twitter does,” points out Andrew Hutchinson at Social Media Today.
Controlling conversation around a topic. Break your news on Twitter. Launch updates, promotions, sneak peaks and when needed apologies. Loyal customers, fans and journalists frequently check a brand’s Twitter stream for its latest news and comments. Hey, it works for the guy in the White House.
Wit. Use Twitter for creativity, wit and sass. Wendy’s offers the prime example of witty responses and irreverent comments. However, as Hutchinson notes, such comments can be risky. Brands should assess if “edginess” fits its overall brand image.
Inside Tips for PR & Marketing on Twitter
Twitter provides an overview of its different types of ad campaigns, advice on how to use its ad options, and an abundance of tips for advertising and composing tweets. Some key points:
Set appropriate goals and budgets. Know exactly the audience characteristics you want to reach on Twitter, what you want to accomplish, and how it fits into the overall marketing strategy.
Use Twitter tools to manage multiple accounts. Managing multiple accounts for multiple clients can be challenging. Rather than keeping all their passwords on a Post-it on your desk, download password-protecting software. Email agencyhelp@twitter and ask about multiple user logins. The help desk can make a duplicate of client accounts, and allow everyone to be on the same account at one time and let you switch between clients’ accounts more easily.
Include branded videos. Video can attract substantial engagement. Add subtitles and show your logo within the first few seconds.
Use eye-catching graphics. Images and GIFs attract attention. Find a GIF through the in-Tweet GIF Search and use high-quality images. Only 2% of Tweets have a GIF, but Tweets with a GIF gained 55% more engagement than Tweets without one.
Embrace the power of brevity. Tweets can now contain up to 280 characters, but being concise is in Twitter’s DNA. It’s also good for marketing. Making your message or pitch fit into a short tweet helps you find the hook or core message for your marketing or PR campaign. When that’s accomplished, writing longer descriptions for other platforms becomes easier.
Use relevant hashtags. Add a hashtag if you are linking your tweet to a broader conversation, event or movement. Hashtags become clickable links after tweeted. Tweets with hashtags gained 100% more engagements than Tweets without them. But don’t use more than two and don’t use any if you want viewers to click on your own link.
Educate clients about Twitter. Managing client expectations for Twitter can be challenging for agencies. Clients know about Twitter but don’t necessarily understand it. Because conversations move so quickly on the platform, many clients may be confused or disappointed when it doesn’t produce advertising results quickly. To manage client expectations, compare expected results to other marketing channels.
Bottom Line: Twitter’s new ebook offers astute advice on how agencies can improve their PR and marketing practices on Twitter. In-house PR and marketing professionals can also benefit from the advice. While the guidebook recommends combining organic tweets and paid advertising for best results, agencies and their clients will need to examine their target audience, objectives and budget before embarking on a Twitter advertising campaign.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.