Here is a quick overview of Twitter marketing and how it works. You will get a basic idea of the functionality of this digital platform and would get an idea of terms associated with it

1. Twitter Marketing
Ch-7, Seema Gupta
Made By – Priyanka Gautam

2. Introduction
 Social Network Site (SNS) that allows inviduals, companies, governments, and other
organisations to view, tweet, and share ifnormation.
 The platform aims at connecting people with the moments that are happening at
that particular period
 Widely used for
 Building brand awareness
 Product launches
 Events
 Broadcasting, etc
 Powerful marketing tool
 Real time insights
 Engagement & Feedback to accelerate brand’s performance

3. Getting Started with Twitter
 @Username
 Profile Photo : 400x400 pixels
 Bio
 Header Image : 1500x1500
 Pinned Tweet
Tweet Elements
1. Text Box where to compose new tweets
2. Image Upload
3. Location share
4. GIF (Graphic Interchange Format) Image
5. Add Poll
6. Character Limit Indicator
7. Submit Tweet Button

4. Twitter Building Blocks
1.Hashtags (#) : topics or keywords in any tweet
1. User-generated – organic, evergreen trends
2. Events – brands try to associate themselves with the ongoing events
3. Always-On - #followfriday #throwbackthursday #longread etc
4. Branded – to improve brand reach, introducing new content series giving the audience
the reason to follow
5. Unbranded – slogan, mantra, or value rather than the brand name. Generate usage &
conversation
Digital Marketers use tracking tools (like TweetReach, TweetDeck etc) to measure
performance of hashtags/accounts/keywords or to understand the
keywords/hashtags that would work better

5. Example – www.TweetReach.com
- Estimated reach
- Exposure – total number of potential impressions
- Activity – overview of tweet volume over time
- Top contributors – top 3 influencers
- Contributors list – overview of all participants (tweets, retweets, impressions etc)
- Most retweeted tweets
- Tweet timeline – all tweets with timestamps
There is a fee of $20 to generate a full report for any Twitter handle

6. 2. Mentions (@) – used at the beginning of the tweet to mention someone
in the tweet whether the individual is followed or not
3.Search – specific tweets, users or ongoing conversations
Advance Search – identifying prospects, find exactly what you are looking for
Advance search – 1) Text Box, 2) Words 3) Poeple 4) Places 5) Dates & 6) Others (positive,
negative, question, include retweets, etc)
4. Trends – based on whom do you follow and your geographical location; at a
given time

7. Actions that could cause a user’s twitter handle to be filtered
from search or even removed for some time
 Adding one or more topics/hashtags to an unrelated tweet to gain attention inn
search
 Repeatedly tweeting the same topic/hashtag without making much sense to the
overall conversation to get the topic trending
 Tweeting about each trend to drive traffic to one’s Twitter handle or website;
happens mostly with brand advertising
 Listing trends in combination with a request to be followed
 Tweeting about a trend and posting a misleading link to something unrelated

8. 1) Tweet
2) Profile Picture
3) Account Name
4) @username
5) Hashtag
6) Follow
7) Reply
8) Retweet
9) Like
10)Tweet thumbnail

9. Why Trends are important?
 Trending topics increase the scope of the conversation
 When any tweet, special event, or prmotion of a brand goes viral through trends, it
gets highlighted and helps in business growth
 Trending topics can be specific to regions, cities or countries, ensuring the relevant
content locally

10. 5. Use Followers
Followers – people who receive a brand’s tweets after they follow the brand
Can even start private conversation with them using Direct Messages Features
6. Use Competitors
Competitor research helps in strategising better. Track competitors through twitter’s
advance search option

11. How is Twitter Different?
 Anyone can follow anyone – every tweet arrives at every followe’s feed, unlike the
filter of facebook’s EdgeRank
 Reach and Speed – Opinions are stronger on Twitter & spread faster due to
“retweet” option.
 280-Charcter Limit (as of 2019) – earlier it was 140 character : username, images,
links at the end of tweets are not included
 Create your list : Users can organise the followers into lists and can create a
separate list for customers, potential customers, etc.

12. Building a content strategy
Best Practices
1. Drive Participation : encourage followers to retweet, reply or favourite one’s tweet.
Introduce offers, or promotions & motivate them to take actions
2. Let Your Personality Shine : maintain brand authenticity, appear friendly & humane
3. Test and Learn : Instead of waiting for a perfect plan, try out things and see what works
and what not.
4. Get Visual and Creative : use images, photos, videos, and gifs -> higher engagement
5. Keep it short : Tweets with <50 characters drive highest engagement. The best practice
is to use one hashtag, one call-to-action, and one image in a tweet

13. 6. Entertain or Inform – Brands can be funny, surpirsing, and tell compelling stories,
and poeple will respond. Can also share tips, how-to, & other info
7. Share Exclusive Access – brands get to go places and meet people that regular
folks cannot
8. Philanthropy – twitter is a good venue to rally people for a cause or to donate
money to a charity
9. Promotions – Offers, deals, and contest have place on twitter
10. Use relevant hashtags – hashtags will help you in expanding the tweet reach into
the relevant conversation
11. Use Polls –asking questions via poll will help brands to interact with their
audience, bring them into the conversation, and understand their opinions

14. 14. Ask for what you want – brands should increase their reach by explicity asking for
retweets, replies, favourites, or mentions
15. Include a clear call to action – if advertisers want people to click on a URL, then it
is not recommended to use any hashtag, mentions, or photos, that could distract from
the link
16. Seize the moment – tap into popular discussions around critical, seasonal, and
industry events
17. Create a state of emergency – leverage twitter’s real-time nature to inspire user
action

15. Twitter Calendar
Example
1) Monday – Promotions
2) Tuesday – Behind the scenes
3) Wednesday – Helpful Tips
4) Thursday – customer spotlight
5) Friday – feature industry experts or news
6) Saturday – community or industry spotlights
7) Sunday – focus on your people

16. Twitter Usage
1) 1-1 Communication
2) Customer feedback
3) Influencer outreach programs
4) Promotions
5) Product launches

17. Thank You