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Do you need a Twitter social media marketing strategy?

Author's avatar By Rhian Harris 12 Nov, 2013
Essential Essential topic

5 key questions to help develop your Twitter strategy

Following the initial public offering for Twitter valuing the company at $140 billion, we now find ourselves wondering  how the social network will become profitable, and how it can help our businesses to profit.


The truth is, despite now having over 280 million monthly users, Twitter is not profitable - yet.

But there is opportunity for your business... The ability to share updates, disseminate content to prospects, customers, influencers or even just people who are interested in your brand, presents you with the perfect tool for real-time brand awareness.

Of course we know there are also many other advantages of Twitter including service, lead generation and relationship building, with many great examples of brands using Twitter for customer care.

So in fact the questions you should be asking are not only how does Twitter support our business objectives, but more so, do we have a Twitter marketing strategy?

How your business uses Twitter should be aligned as part of your social media marketing strategy, key questions you should ask before delving into it are:

  1. Is Twitter right for our audience? If yes, build up a persona of who your Twitter customer is and what will make them tick.
  2. Are our users already using Twitter? Conducing social media listening will help to establish conversations already happening about your brand.
  3. What are our goals for Twitter? Twitter can support marketing and sales, HR and recruitment, corporate communications, customer service, and many more business functions, but it is good to decide your approach and set KPIs beforehand.
  4. What will we share on Twitter, how often and who will be responsible for it? Creating content planners, training and providing clear guidelines on who should use the channel will help to create a consistent tone of voice.
  5. How will we measure the impact of Twitter? On a very basic level look at interaction with posts and traffic to your website(s). In more depth look at lifetime value of a customer, what they go on to do e.g. shop / sign up, and how Twitter improves the overall customer experience.

These are a just a few questions that we cover in our Twitter marketing strategy guide, recently updated to include smart and practical ideas to integrate Twitter into your business.

Click here to read more about the Twitter marketing strategy guide.

Author's avatar

By Rhian Harris

Rhian Harris is a copywriter and blogger helping businesses with content for their marketing collateral. Starting out in the shiny new digital world in 2004, Rhian gained experience in all areas of digital media and e-commerce, working in utilities, travel, charity and retail sectors. IDM qualified, Rhian is an online marketing all-rounder with a passion for words. She is a regular expert commentator for Smart Insights as well as other expert sites, as well as her own business Sparkly Content and her online community, Warwickshire Kids. You can follow Rhian on LinkedIn.

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