We are into the second half of 2021 and many of you might be wondering where on earth the year has gone. We’ve been dodging the Covid-19 virus; waiting for our age group to be called for the vaccine; and online schooling and zoom meetings are the new reality. Looking at what is trending on the internet, and wondering how we can trend, have become part of our everyday anxieties.
July is the time of the year when many
businesses reflect on the past six months. The pandemic has resulted in every
business transforming its digital marketing strategy. Measurement of online
impact has become critical, and this requires a more thoughtful, scientific and
in-depth measurement strategy.
Where does #twitter fit into the equation? We
all know that twitter should not be ignored, but many corporates are merely using
the platform to evaluate what is being said about the company, its brands and
its competitors – in other words they see it as a reactive as opposed to a proactive
platform.
Gone are the days, however, when twitter was
merely an outlet for people to get onto their soap boxes and gripe and complain.
It’s not been eradicated, but that relentless negativity has been curtailed
somewhat through the ability to stop the comments on a post.
What businesses need to know is that twitter
has evolved exponentially since the onset of the pandemic. The new developments
have, arguably, focused on business applications, in an attempt to climb onto
the financial bandwagon that other platforms such as Instagram and Facebook created
after companies began diverting their funding from traditional to social media
when the pandemic hit.
The use of twitter for promoting launches
(no matter the size), to push product awareness and in marketing campaigns has shown
a steady increase, with remarkable success. It has effectively driven traffic
towards websites and ultimately produced sales.
Good ‘CONTENT’ creates
attention onto every social platform and twitter is no different. But where to start,
what to say, how to say it, which hashtags to use and how to use those hashtags
has become overwhelming.
There are ways to create
effective twitter copy, such as use of pictures, video clips, the use of the
media library, effective use of hashtags and tweet threads, Copy needs to be
inspiring, and emojis must be used effectively.
What is very
interesting is the way in which ordinary people, the man in the street, have made
the best use of twitter and how it has helped them become influencers. On a micro,
macro or nano scale, influencers have effectively turned their twitter presence
into money. Companies are starting to encourage their staff to go onto twitter
to become relevant for the company. This can particularly be seen in the
#beauty industry.
The most recent
change to twitter is the New Business Profiles function, which enables
businesses to ‘Convert to Professional’. It is currently being tested in the
USA and will open up globally over the next few months.
This option was
shared by both @janeManchunWong and @AlexandroPaluxxi, both app analysts. Businesses
follow a three-step process enabling them to select a business category and
assign either a ‘Business’ or ‘Creator’ profile to their accounts.
@Twitter explains it
in this way: “Professional Profiles are a new tool that will allow businesses,
not-for-profits, publishers and creators – anyone who uses twitter for work –
to display specific information about their business directly on their profile.
We’re starting with a small pool of businesses in the United States. and will
give more accounts access to Professional Profiles in the coming months.”
Once converted, more
of your company’s details will be made available for view. Further down the
line product display panels and picture galleries will also be available.
Twitter currently has
a ‘boost’ option for revenue generation.
Through recently
launched ‘Twitter Blue’ (only available in a few markets) Twitter is trying to get
businesses to pay for tracking elements such as brand surveys and other
analytics.
Social media is here
to stay and will continue to grow and twitter is giving us an alternative way
of getting our message across to a wider audience that we might not have accessed
before. After all, it is all about maximising our presence in as many different
markets as possible.
The new idea is to
get away from the LSM’s and rather target anyone with the same likes.
Allow us, Intune
Communications, to help you build your social media strategy. Being a creative agency, we can effectively
and efficiently get to work and make your platforms produce results
