How to use Twitter to its full potential (a beginner's guide)
24th July 2020
When you learn how to use Twitter to its full potential, the possibilities for growing and promoting your business are endless.
Of all the social media platforms, it is perhaps the most unique in the sense that the value isn’t necessarily based on the content a business or brand puts out, rather the conversations and relationships it builds. It is undoubtedly one of the marketer’s best social media tools for engaging in real-time, allowing instant conversation with a worldwide audience. With this in mind, here are a few ways you can use Twitter do it's full capacity.
The Twitter platform may seem simple, but there are many features and functions that you could be missing out on if you don't know where to look. Those of you who’ve been tweeting here and there, oblivious to the trending section of your Twitter account, are definitely missing out.
A trend on Twitter refers to a generally hashtag driven topic (although not always) that is popular on that particular day. As you may well know, a hashtag is a keyword of phrase preceded with a # sign (but more on that later). When your tweet contains a trend, it's added to a list of other tweets that also contain this same hashtag / keyword, further bolstering the trend's popularity in a sort of snowball effect. Using trending topics with your business's Twitter feed will ensure your tweet is shared with whoever is searching for that trend, and not just your followers. It's important to take this into account when planning social.
However, as with everything social media-related, don’t just jump on the bandwagon for popularity. Make sure you’re only discussing things that are relevant and representative of your brand’s ideologies.
So, let’s talk about hashtags. A hashtag is a handy little way to label your content, to highlight a particular topic or theme. Many people will search for enjoyable content on Twitter by typing hashtags into Twitter’s search bar and if your tweet contains this hashtag they’ll be led directly to your content. However, many businesses can also make their own hashtags to use during campaigns simply by typing a phrase in the form of #topic anywhere within their tweets. One of the most memorable campaigns, which you might remember, was Coca Cola’s #ShareACoke campaign. #Prettycoolright #Greattips #ContentCalrulez (just a few suggestions for later)
The ‘@tag’ feature is a great way for businesses to further drive engagement by addressing another account directly. When you use the ‘@’ symbol to search for and tweet a specific account, it notifies them that they've been mentioned. This can leads to retweets, likes, and comments. This also means you can easily build relationships with other businesses, and perhaps more crucially, reply to your audience’s questions individually. Doing so will massively contribute to the overall customer experience and make them feel valued.
Many businesses will often make the mistake of posting too much promotional content, focusing too closely on their overall goal of driving leads and sales. But take a minute to think about your audience’s perspective and consider what else you can be doing to make your content more interesting, valuable, and memorable. We recommend that only 20% of your content should be promotional and a full 80% of your content should be focused on other things such as sharing news, fun facts, making jokes, etc. By keeping your Twitter page varied, you’ll see an increase in follower growth and brand awareness helping your social media marketing efforts.
Now, Twitter Lists are something that can be found by clicking your profile picture in the top right corner and selecting ‘Lists’. While Twitter’s Help Centre defines Twitter lists as “curated groups of Twitter users”, we’d say it’s basically a amalgamation of all of your favourite Twitter pages, allowing you to keep a closer eye on accounts of your choosing. You can create multiple Twitter Lists that separate users by topics or themes and scroll through each list to see content exclusively from members of the list. For businesses, however, this is also an incredibly useful way to build a relationship with particular brands or individuals by regularly checking in on the same accounts and engaging with those on your lists.
Last, but by no means least, if you really want to use Twitter to its full potential then you need to evaluate your activity by using Twitter’s analytics. After all, you need to know what’s working / not working in order to discover where your time is most valuable for the future.
Twitter has its own built-in analytics available to provide both individuals and businesses with information on the growth of their account. From Twitter’s analytics you’ll be able to review your top performing content, your top followers, top mentions, as well as information on how your Tweet performance has increased / decreased over the last 28 days in terms of profile visits, impressions, followers and more. It will also allow you to work out how to plan a more effective social media content calendar plan, to understand and plan more for future posts - based on whats working and whats not.The biggest social media trends of 2020