The Twitter Effect
Hi! My name is Kristin Ardese and I am a professional Graphic Designer and Marketing Strategist. I hope that by sharing some of my expertise, I can help offer valuable insights and build an engaging community.
Although there are many effective and profitable social media platforms, Twitter is one that should definitely be included in a brand’s marketing plan. The platform offers a wide range of advantages that contribute to global consumer engagement. Because of its real-time nature and direct communication, Twitter has become an essential tool for interacting with customers.
Customer Experience
When a customer has a complaint, more often than not you will see them jumping on Twitter to discuss it. Twitter channels allow customers of the same product to rate and review what they bought. Because these forums are all posted publicly, a company needs to know what people are saying about them on Twitter. Responding to an issue quickly can prevent damage to the brand’s reputation.
Engagement
For example, in 2020, a Nike customer tweeted this:
“@Nike is there a reason you guys don’t sell tank tops? You clearly make ones similar for athletes, why can’t we buy them for everyday use?”
Because Nike is attentive to their tags on Twitter, they were able to answer this customer question quickly and effectively:
“We’ve got a wide variety of tank tops available on our site! Meet us in the DM with your size and location, and we’ll help you find what you’re looking for. Feel free to include any pictures if you’ve got a specific style in mind.”
This is a great example of a company focused on not only answering a question but also fostering engagement. By offering up a Direct Message conversation, the customer (who probably didn’t expect Nike to answer them in the first place), now is directly interacting with Nike Service. A simple way to solve a consumer problem while fostering brand loyalty.
Social Media Marketing
Now that we know how Twitter can help businesses directly interact with the customer, it’s time to explore methods of promotion. On Twitter, users can post a variety of “scroll-stopping formats.” These include:
Image ads: these will allow users to present their product, service, or promotion in a single photo.
Video ads: bring products to life and show usability.
Carousel ads: provide the option of posting up to six swipeable images or videos. This can help with showcasing more than one product at a time.
According to Twitter Business, using 3 or more of these formats can increase a campaign’s awareness by 20% and purchase intent by 7% (Twitter Business n.d). Twitter’s provided formats bring helpful tools for brand positioning and social media marketing.
Final Comments
Companies should certainly consider becoming active on Twitter if they want to improve their customer experience, engagement, and social media marketing. The global reach and connectivity benefits are undeniable and can make a massive impact on a company’s communication efforts. If you’re looking to gain a social media presence for your business, look no further than twitter.com.
