Beyond 140 characters: How to stretch your limits is a document about using Twitter effectively for brands. It discusses that Twitter allows brands to deliver relevant messages to 255 million global users in real-time. Twitter is also where conversations about live TV and events happen. The anatomy of a good tweet is described as short, speaking to a specific audience, including a call-to-action, conveying voice with no more than 2 hashtags. Principles for paid media on Twitter include amplifying social content, creating agile and platform-appropriate content, and synchronizing with cultural trends. The document also discusses targeting and analyzing Twitter results to optimize for objectives.

1. Beyond 140 characters: How to
stretch your limits
Meghan Doyle, Twitter
Stephanie Fuller, R/GA
Kristin O’Halloran, R/GA

2. Agenda
• Why Twitter?
• Anatomy of a Good Tweet
• Using Twitter Paid Media
• Targeting the Messaging
• Optimizing and Analyzing Results

3. Why Use Twitter?
• With over 255MM global users, Twitter allows brands to deliver
highly relevant brand messaging to users in real-time.
• When events happen in the real world, they happen on
Twitter. Whether sports, entertainment, brand sponsored, or brand
owned - chances are the conversation is happening on Twitter.
• Twitter is the soundtrack to viewers' favorite shows. 90% of online
public conversation around live TV happens on Twitter.
• Twitter amplifies brand sponsorships. The Twitter Amplify program
partners broadcaster content with brand sponsors for distribution.
Each Amplify package offers premium content, native to the
platform with a range of sponsorship ad integrations.

4. Anatomy of a Good Tweet
Short & sweet
Speaks to a specific audience@
Includes call-to-action
Conveys voice No more than 2 hashtags
#
Copy complements &
doesn’t duplicate rich media

5. Using Twitter Paid Media

6. Principles for Success in Paid Social
Amplification:
Responsive media
strategies that amplify
social content
Agile Content:
Create and publish a
variety of interesting
platform-appropriate
content to fit desired
outcomes
Synchronize with
Culture:
Tune-in and be
responsive to the
culture’s ebbs and flows
and move at the speed
of these cultures

7. Targeting for Twitter

8. Analyzing and Optimizing Twitter
1 2 3
Set an objective for your
tweets. While Twitter
can achieve many
objectives, a singular
tweet cant meet all
objectives at the same
time
Measure your results
based on the KPI that
closely matches the
objective
Make optimization
recommendations based
on your findings. Do this
often!