twitter - in more than 140 characters
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“The SMS of the internet”
http://techonomy.com/people/jack-dorsey/Twitter CEO – Jack
“Twitter is a global platform for public self-expression and conversation in real time. By developing a fundamentally new way for people to create, distribute and discover content, we have democratized content creation and distribution, enabling any voice to echo around the world instantly and unfiltered”
Twitter’s Value Proposition
Twitter’s value proposition as expressed by the Twitter team before the company filed for an IPO in 2013
Twitter’s value proposition lies in its ability to gather real time “opinions”. - Great news sharing platform. - THE platform to “break news”. - Ideal platform for posts to go “viral” on. - Hashtags and @ feature help curate
Twitter’s value proposition
Twitter helps organize great, instant meetups (tweetups). Twitter works swell as an opinion poll. Twitter breaks news faster than other sources, often
(especially if the news impacts online denizens). Twitter brings great minds together, and gives you daily
opportunities to learn (if you look for it, and/or if you follow the right folks).
Twitter gives your critics a forum, but that means you can study them.
Twitter helps with business development, if your prospects are online
Twitter can augment customer service.
Twitter’s Value Proposition
Gender demographics: 24% of adult men use Twitter.21% of adult women use Twitter.
Location Demographics: 25% of adults in urban areas use Twitter.23% of adults in suburban areas use Twitter.17% of adults in rural areas use Twitter.
Twitter Education Demographics: 30% have graduated college.24% have some college experience.16% are high school grads or less.
Twitter Income Demographics: 27% of adults who make over $75,00027% of adults who make $50,000–$74,99921% of adults who make $30,000–$49,99920% of adults who make less than $30,000
Twitter User analysis Twitter’s demographic data suggests that the social media platform has a diverse presence across the board. Whether it is the gender breakdown or age demographic, they all indicate twitter’s penetration is absolute.
Twitter Age demographic: 37% of adults 18–29 use Twitter.25% of adults 30–49 use Twitter.12% of adults 50–64 use Twitter.10% of adults 65+ use Twitter.
Gary Vaynerchuk describes twitter as the only social media platform that places “context” before “content”.
For businesses, twitter’s “context” is everything. As a brand, twitter’s hashtag(#) can help you find reviews, concerns, complaints and appreciation online!
So why use twitter for business?
“Twitter rewards people who listen and give, not those who ask and take.” – Gary Vaynerchuk
Maximum Clicks: Early Morning
Favourites and retweets: Evenings and late at night
Best time to tweet: Noon to 1:00 p.m. local time, on average.
When should you tweet?
Image Source: Stocksnap.io
Klout: Helps establish what your online “clout” is. If you’re a business that depends heavily on “influence”, then klout should be your go to tool.
Metrics for Twitter
Twitter Analytics: Great tool for basic information such as retweets, favourites and engagement rate.
TweetReach: Tweetreach’s easy to use and understand dashboard is perhaps the best way to establish if you’re making a mark on twitter or not.
*All of the above mentioned measurement tools are free.
*Engagement can now only be measured via twitter analytics due to changes within twitter’s date sharing policy.
Twitter for B2B businesses: Great way to gather
insights. As a B2B supplier, it is easy
to think of the business as the end user, which is often not the case.
Use twitter to promote content created by your own team members.
Best place to identify influencers.
Competitor analysis: Use twitter to find out what the competition is doing!
Twitter for Business
Twitter for B2C businesses: • Unavoidable • Whether it is reviews,
criticism or endorsement, it is happening on twitter and how!
• Consumer behaviour is everything and all consumer behavior is on twitter!
• Customer service made simple, just listen and reply.
• The opportunity to market content specifically to preexisting markets.
B2c > B2B
Be Virgin! @virginListen well and spread your culture, maybe tell the twitter population a thing or two?
Budgeting a generic social media plan is impossible and I would hate to leave you with a “depends on your organization answer”, so here goes….
1. Consider what you are using twitter for? If you’re merely into the business of “having a presence”, keep the team small. In this case you do not need a lot on the content creation side. 2. Is twitter the central platform that redirects to your product? If so, then content is everything, invest heavily in a social media team to create content worthy of twitter, like videos, blogs and so on.
Cost to Tweet
Scenario 1 < $50,000
Scenario 2 > $100,000
*Based on standard salaries for content creators, social media managers and graphic designers.
Twitter tutorial for beginners: https://www.youtube.com/watch?v=SBDYYGER5iM
Eager to tweet? The simple video by technology expert and trainer David A. Cox is a great way to get started on twitter!