Among so many social media marketing channels, it can be challenging to choose just one. Good thing you don’t have to, but if you did, Twitter would be the key social media channel to promote your business, brand awareness, reach and engagement with your target audience. Twitter has over 300 million users from all walks of life. Its clean and user friendly site provides the perfect platform for community building amid its diverse population. Any business would do well to use Twitter as its prime social media marketing channel as part of their marketing campaign strategy since it has extensive potential reach. But just as important is the analytics that Twitter produces which is simply invaluable.
Twitter Analytics provides advantageous insight on how your audience is engaging with your tweets. The metrics have the capability of tracking followers, engagement, and tweet performance. This data when analyzed, gives your business inside knowledge about who your audience is. After all, this is the most important step when planning your marketing campaign; KNOW YOUR AUDIENCE!! Twitter allows you to not only see the number of times your tweet was retweeted or hash-tagged or company mentioned but it also tracks the number of new followers which shows a level of commitment and interest in your brand. Additionally, Twitter compiles data on your tweet’s performance. This is essential in determining if the tweets are engaging the audience which could lead to conversions and a return on investment. If they are not showing successful results, tweaking the tweets will be necessary. According to Hootsuite, “Twitter analytics can show you how your paid ads compare to your organic tweets, so you can see how much your ad dollars are expanding your reach overall.”
For example, in tracking engagement, the business can see the tweet that accomplished the most through its engagements, (i.e. retweets, links clicked, mentions, etc.). Why was one tweet more engaging than another? Was it a video, a photo, simple content, time of day? This information is vital to the campaign’s social media marketing strategy success.
The low cost of using Twitter as your key social media marketing channel in exchange for extensive reach, engagement, and valuable analytics will unquestionably be beneficial in achieving the overall social media marketing goals.
https://blog.hootsuite.com/twitter-analytics-guide/
https://statusbrew.com/insights/why-use-twitter-for-business/
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