The Surprising Lessons We've Learnt From Twitter

Much like shoulder pads and the humble VHS tape, there are those who believe that Twitter has seen it’s heyday. While there have certainly been whispers that Facebook killed the Twitter star, at Collaborative Marketing, we strongly believe that there’s still life in this old bird yet. With over 4 million active Twitter accounts in Australia alone, there’s no doubt that when it comes to marketing a business, it can be an extremely valuable (and sometimes overlooked) source for brands and companies alike. Australian research suggests Twitter users follow an average of 171 accounts. Yes, about 14% of people who use Twitter don't tweet - but they DO use Twitter to follow other accounts and keep up to date, which is encouraging news for businesses. We’ve been busy taking notes on it’s benefits and capabilities, and have discovered a handful of reasons why we might recommend integrating it into the strategies of our clients when the time is right.

First of all, Twitter has the potential to make your brand a little more human. In the days before the existence of the internet, it was very easy to imagine corporations and businesses as faceless, and it was highly unlikely that any communication you had with them would be personalized, instant, or intimate. In terms of business to customer engagement, Twitter has totally changed this game. 42% of people who engage with brands on twitter expect a response in 60 minutes or less, and 77 percent of Twitter users feel more positive about a brand when their Tweet has been replied to. Twitter is an incredible opportunity to build on your brand’s personality - and it’s ok if you’re not yet sure exactly what that is. Like any personality, chances are your brand’s has many sides to it, and the only way to find the best one is to experiment. Many brands in Australia use it as a change to convey their purpose to their customers. For example, ANZ bank was the first Australian brand to launch a branded emoji with its #GAYNZ hashtag in 2016, and in 2018 it came out with its #SoMuchYay campaign.

It’s very easy to mentally place Twitter on the “Social Media Platform” shelf, but in actuality, Twitter is listed as a news app in the app store, rather than in the social media category. Twitter is a place where you can connect beyond just your friends and family, to a global network to know what's happening, right now. A stranger across the globe can be your real-time eye-witness to tomorrow’s headline. In terms of how this can lend itself to the capabilities of a business, this purpose can be a little confusing. However, Twitter is a great place for you to break your own news - this might be something major, like a product launch, or smaller, like a picture of the resident #officedog. Using Twitter to share what’s new in your company’s world allows your followers to feel like they’re right there with you.

Twitter has also great capabilities in the realm of social listening. For businesses that are serious about gaining insight into their customers, the benefits of social listening can really pay off. For example - real-time intelligence on competitors, and instant and truthful (constructive criticism is often easier given behind the safety of a screen) feedback on how your own brand is being perceived. Twitter can help you figure out what your community is talking about, whether people are directly mentioning your brand or not, and what topics they are interested in. What kinds of content they respond to and who they engage with are also important factors to consider when generating insights into your target market.

If you’re interested in learning about how to integrate Twitter into your business’s marketing strategy, you’ve come to the right place. At Collaborative Marketing, we’re certified Twitter Tech Heads, ready to show you exactly how you can use the platform to transform your business and achieve your goals. If you’d like to find out more, reach out to Shea at shea@collaborativemarketing.com.au and prepare yourself for a total Twitter transformation.