Twitter is one of the top platforms for keeping up with the latest trends and conversations. It helps you figure out what TV shows people are watching, what social media challenges they are trying, and more.
You may already be using Twitter on a daily basis to follow your favorite brands and take part in trend conversations. But what about Twitter for your business?
Perhaps you understand the benefits of Twitter, but you are not sure how to use it for your business exactly. In this article, we’re going to give you a detailed breakdown of why Twitter is important to business and how you can get the most of it.
1. Gain valuable customer knowledge
Twitter sees 6,000 tweets every second. This relativizes how actively people use it as a discussion platform. And for businesses, these conversations can prove to be a valuable source of customer insight. You can use Twitter to research trends and topics that are important to your audience so they know how to reach them more effectively.
According to Joe Rice, Head of EMEA Data & Enterprise Solutions at Twitter, “Twitter is the world’s largest focus group because Twitter is at its core an engine for consumer insights. What do people think about a particular topic or trend? What are their needs, moods and attitudes? Everything is there on Twitter, and these insights can help brands do all sorts of things from introducing new products or services to improving those that already exist. It’s also a great place to connect with consumers in authentic ways and humanize your brand. “
Please visit the Twitter Explore page for an updated list of the topics and hashtags that are trending in your area and relevant to your interests. So this section is where you can identify the Twitter hashtags and conversations that are important to your audience.
2. Build brand personality and awareness
How you design your tweets and engage with your audience on Twitter is extremely effective in building your brand personality and increasing awareness.
One of the main benefits of Twitter for businesses is that you can quickly share information and start conversations with your target audience. In return, your audience would find your tweets and content valuable and ideally even share it with their followers.
Make sure you use a tone that matches your brand voice and personality. The types of conversations and topics you are interested in and the tone of your tweets will help you attract an audience whose views match yours. If you’re getting started or need an updated strategy, Twitter recently released an Organic Tweets Starter Kit worksheet that brands can use to set their tone of voice.
For example, Ben & Jerry’s may sell ice cream, but political and social topics are regularly talked about on Twitter. It uses the platform to promote social issues that are important to the brand and so could have a huge impact on people who care about the same issues. That’s why we even made a social spotlight on Ben & Jerry’s.
Today marks the 100th anniversary of the ratification of the 19th amendment to the Constitution, which gives women the right to vote. Cute right? Well, not so much for women of color. Take the quiz to test your knowledge of women’s suffrage: https://t.co/6a35BOQOTW pic.twitter.com/x9TQeXuaKD
– Ben & Jerry’s (@benandjerrys) August 18, 2020
Also, engaging with your audience’s responses and mentions will improve your chances of appearing in feeds from non-followers. These actions will help you increase visibility and brand awareness and thus prove to be a great benefit of Twitter. The most successful brands on Twitter have both paid and organic strategies. To illustrate, a follower campaign is more likely to be successful if your profile contains a healthy stream of engaging organic content. Conversely, promoting a tweet can add organic pizzazz to it.
In fact, the Sprout # BrandsGetReal survey found that the top three behaviors that help brands engage with consumers are:
- Customers like or respond to it
- Show brand personality
- Supporting a cause that consumers personally support
3. Deliver customer support and collect feedback
According to Rice, “The most advanced brands see Twitter as an important marketing, customer care, and research tool that can provide valuable insight into all aspects of their business.”
And rightly so. The platform makes it easier for customers to reach out to brands and provide their feedback or ask for help. Brands can then use this as an opportunity not only to gather critical feedback on improving their products, but also to provide the support their customers need.
Companies like Netflix have even set up a special Twitter account to provide support. The company provides support in multiple languages and in locations around the world through this site.
Hey, thank you for reporting this to us and sorry for the late reply. Our members report that the problem has been fixed for them. Can you check if your Netflix is working again? * CS
– Netflix CS (@Netflixhelps) August 7, 2020
Netflix also uses the same account to collect feedback on improving the service and user experience, which they then share with their research team.
Great! We received it and forwarded your data to our research team.
– Netflix CS (@Netflixhelps) August 23, 2020
4. Maintain a brand community
Because of the ease of conversation between brands and consumers, one of the main benefits of using Twitter is building and maintaining your branding community. Brands can use the platform to start and participate in relevant conversations, connect with their community, and build a loyal following.
Our #BrandsGetReal survey found that 55% of consumers would like brands to help them connect with like-minded people through social media. And 36% expect brands to build communities that consumers can belong to.
No wonder, then, that one of the primary benefits of Twitter for businesses is building a branding community and bringing people together for a common interest or cause.
Taco Bell has done an exceptional job promoting its branding community through Twitter. The brand regularly shares tweets from its customers and superfans to show appreciation and get others on board.
Unlock these Twitter benefits
Hopefully, by now you have a clearer idea of how these benefits of Twitter can add value to your marketing mix. If you’re not sure where to start using Twitter for your business, check out our guide on tweeting for some ideas.