Twitter allows users to post short messages up to 140 characters. It is primarily used by individuals aged 18-29 and males make up 66% of users. Businesses use Twitter to engage customers, share news, and build their brand. Optimal posting times are Mondays and Thursdays from 1-3pm. Promoted tweets and trends are effective advertising options and most users do not find ads intrusive. Analytics tools help measure engagement and understand audiences. While more focused on consumers, businesses can also use Twitter to communicate with stakeholders. Case studies found Wendy's uses Twitter successfully through engagement, responses, and comedy. Paid promotion costs average $1.35 per engagement.

1. Platform Presentation:
Twitter
Parker & Daryan

2. Value Proposition
● Users have freedom to “micro-blog” a maximum of 140 characters
to their followers as well as people they follow
● Create a conversation
● Quickest access to news

3. Who uses platform?
● 10% of the users on the site make for 80% of the tweets made.
● 37% users age 18-29
● 25% users age 30-49
● Male - 66%
● Female - 34%

4. Why use Twitter?
● Best platform to engage consumers and the general public
○ update consumers, shareholders, and the public about company news
● 77% of Twitter users feel more positive about a brand when their
tweet has been replied to
● Create brand awareness by purchasing
promoted tweets, or promoted trends

5. Optimal Days
For businesses to optimize their marketing expenses, researchers have
discovered the best time of day to post on Twitter.
● Highest CTR - Mondays and Thursdays: 1pm and 3pm
● Lowest CTR - Weekend evenings after 8pm

6. Is it worth using?
● 67% of Twitter users do not find the promoted ads to be intrusive
on their feed
● Marketers believe in Twitter to be the best platform to promote
and advertise as well as create engagement
● Promoted Trends
○ Direct access to target market
○ $200,000 for a day

7. Analytics
Twitter Analytics:
● Free through dashboard
● Measure Engagement
● Explore interests, locations
and demographics
● Cookies

8. B2B vs. B2C
● More B2C than B2B
○ Best platform for engaging with customers + general
public
● Provide updates about the company and what to expect
● B2B would involve tweeting content that could benefit
stakeholders as well as general consumers

9. Wendys & Twitter
● Post polls...engagement
● Responds to comments and complaints
● Following a fast food restaurant...comedic
Wendy’s has engagement because of their social media team and listeners who are very active, relevant and understand
trends.

10. Expected Cost
● Paid promotion on Twitter depends on the amount of engagement your
promoted post receives
○ More lucrative
○ Much different than paying for impressions
● $1.35 per engagement
○ $135 = 100 new followers
● Minimal time to post a tweet
● No resources necessary unless company wishes to produce a video ad
● Organizations can capitalize on Twitter to increase market share and also build
awareness while providing extremely timely customer service

11. Conclusion
https://youtu.be/vdEpeBI8RvU?t=92
1:30- 2:20

12. Sources
Kopoulos, Ari, et al. “Twitter's Value Proposition for HR (PART 1).” EmployeeConnect HRIS, 17 May 2016.
Intro to Twitter for Business.” Twitter, Twitter.
Petrov, Christo. “The Most Twitter Statistics of 2019 - How Dominant Is the Platform.” Tech Jury, 16 July 2019.
ThriveHive, Published. “How Much Does It Cost to Advertise on Twitter?” ThriveHive, 1 Nov. 2017.
Edmondson, Brian. “The Best Times to Post on Twitter for Maximum Effectiveness.” The Balance Small Business, The
Balance Small Business, 21 May 2019.
Perez, Sarah. “Pew: US Adult Twitter Users Tend to Be Younger, More Democratic; 10% Create 80% of Tweets.”
TechCrunch, TechCrunch, 24 Apr. 2019.