Social Media Marketing - Chapter 6

verified accounts

help customers know which accounts they can *trust* to follow - appears next to the name on the account's profile and next to the account name in search results

Twitter content strategy:

1. Less Promotion, More Conversations 2. Keep Posts Short 3. Post Consistently, at Optimal Times 4. Post Visually Appealing Content 5. Use Twitter Lists 6. Ask Questions and Run Polls 7. Provide Customer Service 8. Use Emojis 9. Run Contests and Promotions 10. Host a Twitter Chat 11. Account Takeovers 12. Go Live 13. Use Direct Messaging 14. Cause Marketing 15. Advertise on Twitter

6 Components of a Twitter Profile

1. Username 2. Profile Picture 3. Bio 4. Cover Photo 5. Pinned Tweet 6. Gallery

components of a tweet

1. the original tweet 2. reply 3. retweet or quote retweet 4. a like with a heart icon 5. hashtags 6. mention with an @

Your Twitter Username can be up to _____ characters

15 characters

the recommended quality of your Cover Photo is _____x____ pixels.

1500x1500 pixels

Majority of Twitter users' age

18-29 years old

Twitter character count

280 characters or fewer

How should you upload videos to Twitter?

Better to *upload videos directly* to the platform rather than linking to a third party (Youtube) *because natively uploaded videos automatically play* in the user's timeline, *increasing overall engagement* with your tweet.

accounts are verified to...

increase - visibility - authenticity - ability to easily gain more followers

"Less Promotion, More Conversations"

keep *retweeted content* BELOW 20% of total tweets make 20-40% as *replies to other people*

Twitter allows businesses to *discover what's happening* by...

listening and contributing to conversations about the brand

"show the best tweets first"

ranks all the tweets from the accounts you follow *based on recency, overall engagement, the author, your past interactions with the author, and tweets you found engaging in the past*

Twitter allows businesses to *increase brand awareness* through...

regular communication with followers.

Twitter is the go-to social media platform for customers to...

share frustrations or to ask for help

SMS

short messaging service

"twitter chats" are a good way for brands to...

show that they are experts in their fields and build loyalty with followers

cause marketing

support meaningful causes

Twitter Chat example

Hootsuite engages with customers through a weekly "HootChat"

"Post Consistently and at Optimal Times

Monday-Friday 12pm, 3pm, 5pm, 6pm

twitter chat

a discussion that occurs with the use of a predefined hashtag that links tweets together in a thread or conversation

when you "Go Live," you should...

add a location

good method of interaction (on Twitter)

ask questions & run polls

how can you use Twitter Lists

businesses can create their own lists or subscribe to lists created by others

85% of Twitter users say it's important for businesses to provide ______________ on Twitter.

customer service

In 2017, Twitter changed character limit for tweets...

from 140 to 280 (doubled)

periscope

live streaming app owned by Twitter (live video option available)

Twitter users are open to interacting with businesses since...

many use the platform to search for *deals, customer service, product reviews, and purchase ideas.*

"Keep Posts Short"

under 100 characters

On tweets, you can tag...

up to 10 people per image

On tweets, you can attach up to _____ photos

4

Twitter profile picture is _____x_____ pixels

400x400

Gallery: post a minimum of ____ photos or videos relevant to your business.

6

% of Twitter users located outside of the US

79%

Twitter allows businesses to...

- discover what's happening - increase brand awareness - provide customer service - connect with customers, brand advocates, and influencers

You should add ~the following~ to your business's Twitter bio:

- location - business hours - phone - website link

Tweets contain

- text - photo - GIF - video - call-to-action link

Twitter Lists

a curated group of Twitter accounts

how do contests/promotions encourage engagement?

"retweet to enter"

Twitter's Algorithm

*ranks tweets with four features*: 1. In Case You Missed It 2. Show the Best Tweets First 3. Happening Now 4. Remaining Tweets (reverse-chronological)

Twitter Lists can...

- be private or public - monitor competitors - be "influencer lists" for businesses to monitor and build brand-influencer relationships

Twitter allows businesses to *connect with*...

- customers - brand advocates - influencers

Twitter's response to Covid-19

- verified reliable accounts - created a dedicated covid event page with resources - expanded the covid search prompt through a #KnowtheFacts search prompt - protected the public conversation by creating a more restrictive ad policy and removing misleading tweets - partnered with organizations - engaged with the public by providing resources, saluting healthcare heroes, working with the government to keep people safe, promoting handwashing, creating an employee donation matching program

Twitter Bio has ________-character limit.

160-character limit

Twitter users are _________x more likely than _____________ to follow a brand.

Twitter users are *3x* more likely than *Facebook users* to follow a brand.