Social media tips and tricks are plentiful. We’ve got piles of great research showing ways we can increase the effectiveness of our messaging for the best return. This data is great for getting the greatest ROI from our social messaging, but you need to think about what your goals when using each tactic.
When it comes to targeting people around events, Twitter is the platform of choice. When live events happen, people turn to Twitter to share everything that’s going. Be it the Super Bowl, the presidential election, or the World Cup, Twitter is the social network people use for news and commentary.
Marketers have long targeted those watching and attending events on Twitter. We researched the events and when they were happening. We determined keywords and hashtags related to them and we identified users that had previously talked about them. It took a lot of effort, but it also got great results. Now Twitter has announced new event targeting options to make all of this easier. Here’s what it looks like and why it’s so sweet for marketers.
Everyone knows that cats rule the internet. They rule social media too. With cats like Sockington gathering over 1 million followers, our furry friends often have more influence than celebrities. They’ve even become celebrities themselves.
With the many popular cats on Twitter, my cat Bucky wanted to get in on the action too. So he signed up for an account and started tweeting.
Like any Twitter account, the cat started with a fresh profile and dreams of ruling the world! Or at least getting a free cat treat deal one day. While tweeting pictures of himself each day was fun at first, it quickly became a bit time consuming as additional daily naps became necessary to balance his growing fame. The cat soon realized he needed a way to make it easier to fill his feed while also having enough time to feed himself and be able to sleep almost 20 hours a day. Here’s how Bucky keeps himself and his Twitter fans happy.
When measuring success, bigger always seems to be better. You want to have big numbers to show off the awesome work you’ve done. The bigger the better. To get numbers that look the best, marketers often look for the largest number they can find. The problem is, those big numbers often mean very little to the actual success. On social, reach is that over-inflated, almost meaningless number.
Reach is the ultimate potential of a Twitter message. It’s the total number of people that could have seen a message. Reach or potential reach is the number of people that follow you, along with the number of people that follow everyone that retweets your message.
If you have 1,000 Twitter followers and tweet once, your reach is 1,000. If you tweet twice, your reach is 2.000 and so-on. If you tweet once and someone with 500 followers retweets you, the message reach is 1,500. You can see how the reach of a message can quickly add up as the messaging quantity and retweets increase. This gives you big numbers in a hurry, but what does it really tell you?
Hashtags are a great way of finding related social content, organizing messages by topic/type, and furthering the reach of our social posts. Twitter’s own research shows that using hashtags can increase engagement for individuals by 100% (2x) and 50% (1.5x) for brands. With the ability to expand the reach of our messaging beyond our normal audience, using hashtags should be something everyone looks to do in their messaging. But like all marketing executions, research before deployment can be the difference between success and #fail.
On Wednesday, Twitter announced a new feature called “While you were away…”This new addition shows top tweets to less active users that they may have missed while they were away from their Twitter timeline. Like the announcement of most changes to social media networks, many marketers are already down about it and convinced it’s just anther way to make them pay-to-play and screw them out of reaching their audiences. Don’t be so quick to get down on it. Change isn’t bad.