twitter marketing

Using Twitter for business might sound odd to some, but it’s not that strange. That’s because the platform is one of the most influential social media channels, and can thus help brands reach audiences. However, the biggest problem that brands face on Twitter is the fact that they’re not sure how to leverage the platform the right way in their marketing strategies. 

Twitter has  over 300 million monthly active users, and produces over 500 million new tweets every day. These are the types of numbers that can become a real game-changer for brands looking to reach their target audience, both for B2B and B2C companies. 

Optimizing a Twitter Profile

The first step in leveraging Twitter in a company’s marketing efforts is to optimize the company’s profile.  Most businesses end up making a mistake simply by leaving their Twitter profile incomplete. While sharing content on the platform is important, branding is just as important on Twitter as it is on any other platform, and leaving that element out leaves customers wondering if they’re looking at a brand’s profile at all. 

Not only does optimizing a profile leave a long-lasting impression on anyone that visits it, but it also becomes a big deciding factor in connecting with consumers and building positive relationships with them. Adding relevant business information to the profile, such as a creative banner, a profile picture such as the brand’s logo, a bio, or  the official business website, can help customers learn more about the company’s products or services, and can help increase the company’s website traffic. 

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Building a Community

After a company optimizes its Twitter profile, it’s time to connect and actively engage with the platform’s users. However, that doesn’t mean connecting and engaging with every single user, as companies should stick to the people that are in a similar industry or market niche. They can also connect with colleagues, friends, customers, competitors, as well as industry-relevant influencers. After that, the brand can start creating meaningful relationships on the platform by interacting with the aforementioned people, engaging with other consumers by replying to their tweets, and talking about industry-relevant topics. 

As with most other social media platforms, Twitter is a great channel for companies to share valuable content and information with followers. Companies can share GIF’s, quotes that engage the target audience, images, videos, and links to blog posts. The biggest difference between marketing on Twitter and most other social media platforms is that Twitter requires a decent amount of content to be shared every day. Creating a large amount of content that’s specific to that platform can be time-consuming, which is why many businesses end up relying on content curation. Through content curation, companies can share content consistently while  engaging the audience over a long period of time.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.