As of 2019, Twitter averages 330 million monthly users (Lin, 2019). From this number alone, it is needless to say that it is a missed opportunity if your business isn’t marketing on the platform. Besides the massive amount of users a company is able to reach, there are several reasons why Twitter is a key social media account for businesses.
First, Twitter is a beneficial for customer support. Many people take to Twitter to voice their complaints; if a company does not have an account, they are unlikely to see this (Hannity). It is easy to respond to tweets quickly, providing contact information or directing users to FAQ sections of your company website (Hannity). If your business isn’t solid on damage control, there is big risk for your reputation to be negatively affected.
Another advantage to using Twitter is the ability to connect with your audience. After a study conducted by Twitter and Market Probe International, it was found that 85% of followers feel more connected to a business when they follow the company’s Twitter account (Madell, 2014). Building a relationship with your audience is of high importance because the audience wants to know the company cares about their customers and is willing to communicate with them.
There are also many statistical insights that businesses can use to gauge the effectiveness of their marketing and better cater their posts to their target audience. In terms of overall data, a company is able to see things such as number of impressions, number of engagements, and engagement rate (Twitter, Inc., 2020). The activity regarding individual tweets is also offered. This presents the amount video views, retweets, link clicks, replies, photo/video clicks, details expand, likes and profile clicks (Twitter Inc., 2020). All of these tools are valuable to a company because without them, there is no way to see how their audience is receiving and responding to their posts. The business can gain an understanding of what kind of posts are most appealing to their audience, what type of posts receive the most engagement, and what kind of posts the audience is not responding well to.
Twitter is a must-have social media platform for companies in our world today. Digital marketing is only expanding, and it is important that brands maintain their presence in a strategic way as most competitors also have these profiles. The platform provides excellent opportunities for businesses to deliver customer support, connect with its audience, and learn how to maximize their marketing by examining the statistical insights of their account.
References
Hannity, C. (n.d.). 5 Reasons Your Business Needs a Twitter Account. Retrieved February 2, 2020, from https://www.jeffbullas.com/5-reasons-business-needs-twitter-account/
Lin, Y. (2019, November 30). 10 Twitter Statistics Every Marketer Should Know in 2020 [Infographic]. Retrieved February 2, 2020, from https://www.oberlo.com/blog/twitter-statistics
Madell, R. (2014, September 3). 10 Ways Twitter Can Help (or Hurt) Your Business. Retrieved February 2, 2020, from https://money.usnews.com/money/blogs/outside-voices-careers/2014/09/03/10-ways-twitter-can-help-or-hurt-your-business
Twitter, Inc. (2020). Tweet activity dashboard. Retrieved January 28, 2020, from https://business.twitter.com/en/analytics/tweet-activity-dashboard.html
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