What’s the Twouble with Twitter Marketing?

The state of Twitter marketing

The enigma

  • People engage with Twitter like crazy. Maybe not with brands, but with each other. Twitter devotees expend a tremendous amount of time on Twitter Chats, following hashtags, providing opinions, and playing funny games with each other. The 1:1 and 1:many engagement on Twitter is very high. Why are brands failing?
  • There are a ton of people on Twitter. The official active user number is something like 350 million and over the last year growth has been accelerating. A recent analysis showed their daily average users to be higher than Snapchat.
  • Millions more consume Twitter content in stealth mode. Twitter estimates that 2x or 3x that official number of people consume tweets without logging into the platform. For example, before I began my Twitter renaissance I had consumed and published my tweets through Hootsuite, never signing into Twitter for weeks at a time. Most people “stalk” Twitter without posting, representing a huge audience that is not accounted for in the official numbers.
  • Twitter is the de facto “second screen” for media. Nielsen estimates the amplification of content through Twitter expands an advertising audience by 6 percent. Nielsen also demonstrated that Twitter conversations correlate directly to the general population attitudes about content.
  • Twitter lovers are more likely to follow, and buy from, brands that engage with them than those on Facebook, according to several studies.
  • I’ve had fun discovering the many new features Twitter has added to make it easy to share, consume, advertise and analyze. It is a world-class communications system, not just a broadcast channel for links.

Doubling down on Twitter

The core issue

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Mark Schaefer

Mark Schaefer

Keynote speaker, strategy consultant, Rutgers University marketing faculty and author of 9 books including KNOWN, Marketing Rebellion, and Cumulative Advantage.