Seven out of ten consumer marketers now use LinkedIn to distribute content, including brands like Mercedes-Benz, Fruit of the Loom, and Delta Air Lines.
According to our latest research, professional consumers are receptive to messages brands are publishing on LinkedIn — and they’re willing to pay more — presenting a rich opportunity for marketers to engage these “Pro-sumers” with relevant content.
B2C brands connecting with consumers on LinkedIn good example:
With its “Innovation Class” campaign, Delta Air Lines is giving current and future customers an opportunity to sit next to a leader in their field on a Delta flight to an industry event. Read more here
There are 600,000 daily users on Twitter in Ireland
30% of people use Twitter in Ireland!
1 in 10 people tweet daily
We send, on average, 1 million tweets each day
Ireland has the tenth highest number of Twitter users per capita in the world.
Twitter has an advantage over Facebook
Source: The next web
Social Media Examiner explains all, a tweet is like a short Facebook status update. However, with Twitter, every tweet arrives at every follower’s feed, unlike the filter of Facebook’s EdgeRank.
Twitter & SME’s
Since 2007 , businesses around the world have used Twitter to generate awareness, connect with customers and drive sales. With Twitter internal data showing that there are 271 million active users and 500 million tweets sent every day, it’s easy to see why.
Top 10 tips for using twitter to market your Irish SME
#1 Present your brand
Social Media Examiner breaks in down: Your Twitter account and profile are the foundation of your Twitter experience. It shows the world who you are, use it wisely.
It is important that your Twitter presence has the same look and feel as your other online tools. This helps people identify your business and builds trust. Choose an account name and images consistent with your other online presences and your brand
Choose Your Twitter Username: nothing expresses your brand on Twitter more than your account username. This name appears next to all of your tweets, and is how people identify you on Twitter.
Profile Images: Twitter uses two different images to represent your account.One should note your Twitter profile photo is a square photo that appears next to every tweet you send. Your Twitter profile header is a large background photo where you can tell a story about your business
#2 Build a strong foundation
It’s important that you complete your Twitter account profile completely. Each feature gives more details about your business that contribute to your business story. Such as location, website and bio.
#3 Start Following & Listening
Social Media Examiner explains your Twitter experience is defined by whom you follow, not by who follows you.Pay attention to your follow choices to give yourself a great Twitter experience.
How to Use Twitter for Business and Marketing
You will be able to connect with your customers because they themselves are using twitter.
If you have an unsatisfied customer you will hear them on twitter. This will help your company to help them. Note you can “spy” on tweets using free tools like twitter search.
Once you have grown your followers, so does the noise and according to The Social Media Examiner it becomes even harder to see the important messages. So what can you do?
Well it’s very simply by grouping different groups of important people and putting them into lists.
By creating and using Twitter lists, you can focus on tweets from groups of people and decide when you want to see them, so tweets from important people don’t get lost.
#5 Clear Objective
This sounds simple enough, but without a clear objective you will always be wondering what your next tweet should be about.
According to Writing my Destiny, define the goals that you want to achieve through it and tailor your tweets and profile accordingly.
#6 Content is King
Utilise the 140-character limit for each Tweet, share photos, links and video clips. Twitter is all about engagement with people.
REPEAT REPEAT REPEAT: Not everyone is online all the time so you need to make sure that your best Tweets are seen by as many of your followers as possible. Schedule your Tweets according to different time zones so that most of your followers get to see them.
Develop a strategy using a ‘Tweet Calendar’ and tweet regularly with helpful tips, promotions, along industry experts or news. Use the 80/20 rule !
#7 Keep an eye on the trends
The “Trends” sidebar on the Twitter desktop interface includes popular local topics, and usually includes the hashtags of the moment.
It’s all about the hashtag! Hashtags allow users to easily search for Tweets with a common topic.
Use the hashtags intelligently and make them a part of your Tweets.Use them to join in on a topic, to promote something or make your own one. Don’t end up looking awkward by using irrelevant hashtags at the end of every Tweet.
#8 Promote, Publicise & Advertise
Use Social Signals
Make it easy for people to find your business on Twitter by adding your Twitter username to all of your business materials such as
Your website (with a link)
Your email signature (with a link)
Your email newsletter (with a link)
Your business cards
Signs posted in your business
Paperwork you give customers (receipts, invoices, statements, etc.)
Menus and product information sheets
#9 Don’t be shy
It’s not like Facebook with rules it’s ok to ask your followers to retweet, mention or favourite your tweets, well for now anyway so start asking!!
#10 Expand the Twitter conversation to your blog
When you have a great conversation going on Twitter, or you find a topic that people respond to on Twitter, why not expand the conversation to the people who read your blog?
Twitter now makes it easy for you to embed a tweet into a blog post so it looks like a tweet and has the same interactive features it has on Twitter. In other words, you can write a blog post around a tweet and your blog visitors can interact with you on Twitter through your blog.
Need more help?
Watch 12 Twitter Marketing tips for small business owners & marketers
So to finish Why twitter?
Twitter is undoubtedly one of the most effective engagement tools on the internet right now. For small businesses, it’s almost a dream platform where they can get in touch with their customers with minimum costs.
According to the Small Business Customer insights study 2014 it shows that followers can help you achieve reach, sales and word of mouth.
Also stated that 70% of respondents retweet because they like a business’s content, 60% of respondents have purchased from an SME because of Twitter and a 30% lift is seen in recommendations after a respondent follows an SME.
In 2004 Facebook was created by a student for students, for college students to communicate. Month on month, year on year it has grown to be the number one social network . Facebook pages vary from personal pages to business pages and everything in between.
Facebook is the world’s largest social network with over 1.32 billion monthly active users according to TechCrunch
Statista state 1.32 billion people : that is more than India—the world’s second-most populous country has 1.24 billion people.
Business embraced Facebook – Facebook were smart they allowed Brands commit time and build up their brand pages with millions of followers (Likes). Then they hit you with the RULES. Suddenly business received less and less of the valuable customer contact that they had worked so hard to attract.
All the power is in Facebooks hands, if you want your business on Facebook you will have to play by their rules, if you do not they have the right to remove your page.
RULES RULES RULES!!!
Source: TSM (Total Sorority Move)
As Facebook say “We reserve the right to reject or remove Pages for any reason.”
Velvet Burger learned the hard way, read more on MarketingGum
Source: Marketing Gum
Big rule change: Facebook tweaked its news feed algorithm earlier this year
Newsfeed – was a critical aspect of Facebook’s early appeal to marketers. The opportunity of achieving engagement at scale motivated many brands and corporates to invest millions in developing communities and providing for care and feeding via always-on content. However this is now restricted !
Since this “tweak” brand posts have been appearing less often.
Why are they appearing less?
Organic reach was restricted!
What is organic reach?
Facebook describe organic reach as the total number of unique people who were shown your post through unpaid distribution. As opposed to paid reach as the total number of unique people who were shown your post as a result of ads.
Organic Reach – was restricted to 16% in February 2012.
Currently for large pages with more than 500,000 Likes, organic reach hit 2 percent. See Image below for more details.
It is not stopping at 2% – Facebook sources were unofficially advising community managers to expect it to approach zero in the foreseeable future, as stated on social ogilvy
What does this mean for Businesses?
You will have to pay to play – Increase ad buys.
Facebook promote marketers to consider paid distribution “to maximize delivery of your message in news feed”
What Facebook recommends :
Marketers should think about fan acquisition: as a tool for making paid advertising more effective.
Improve advertising effectiveness – through ads with social context, which is enabled by a substantial fan base and lower cost for paid distribution (since Facebook makes it cheaper to deliver ads with social context.)
“Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency” – Facebook
Adage break down the three page document by Facebook titled “Generating business results on Facebook”
However it is not all bad news for businesses
It is now easier to administer promotions on Facebook
Now, promotions may be administered on page timelines and in apps on Facebook.
I have started my MSc in Marketing Practice at Cork Institute of Technology. As part of my Masters there is a module called Strategic Digital Marketing in which I have to set up a blog, which you are reading right now Yay!! I am looking forward to developing my knowledge and skills in the area of Digital Marketing and Social Media. All feedback and Helpful tools/tips would be appreciated.