What Separates Twitter from the Pack
At first glance, the business offerings of Twitter may not seem too different from those of Facebook or LinkedIn. Twitter’s promoted accounts, promoted tweets, analytics, and hashtags can all be found on other social media platforms. So why use it? Let’s look at some statistics:
- Twitter users are 3 times more likely to follow brands than Facebook users.
- 67% of brand followers on Twitter will purchase from that specific brand, as compared to Facebook’s 51%.
- Among social media networks, Twitter was the fastest growing with a 44% growth from 2012 to 2013.
In addition to these statistics, Twitter has some unique, helpful features that businesses can use. They include:
- Conversations. Twitter allows companies to converse with their customers, employees, and industry thought leaders more easily than any other platform. Comment threads on Facebook and LinkedIn can be extremely hard to follow due to a lack of specific connections between users’ comments. On Twitter, it is always easy to follow a conversation between two users, even if each user is communicating with multiple people at once.
- Keyword targeting in timelines. While Facebook and LinkedIn both allow companies to target their posts to specific audiences based on demographics, only Twitter provides the option to target posts (or in this case, tweets) based on keywords found in users’ recent tweets. For example, if a marketing firm in Boston wanted to discover new potential clients, they could target promoted tweets at Twitter users in Boston that recently used the keyword “marketing.”
- Lists. Twitter users can organize their timelines into customizable lists. Facebook has a similar feature, but it extends only to a user’s personal Facebook friends. Because Twitter does not separate personal accounts from business accounts, it is possible for businesses to organize their Twitter timeline into groups like customers, potential clients, competitors, employees, and industry thought leaders. This allows companies on Twitter to monitor more efficiently things like what competitors have been doing or topics potential clients have been discussing lately, thus giving them a competitive advantage.
Overall, this quote from Jason Miller of Marketo—a firm that has successfully utilized Twitter—sums up the importance of Twitter:
“Twitter is the water cooler for B2B marketers. It’s a vibrant community where businesses can prospect leads and congregate as thought leaders to discuss relevant industry topics. These individuals are starving for good content in an easily digestible and timely format.”
Do you agree? Has your firm used Twitter successfully to further its business?