UNIT 3

TWITTER MARKETING

INTRODUCTION
Twitter marketing is how businesses use Twitter to create and disperse
content to targeted audiences, build community interest for their brand—, and
hopefully generate sales. Twitter helps companies get in touch with a wide
pool of potential customers from around the world. In fact, more than 300
million monthly active users are on Twitter.
Building a targeted and effective Twitter marketing strategy is a
multistep process. The first step involves creating buyer personas for your
ideal customers. After that, it is a good idea to do Twitter research to get to
know how your target audience acts on the platform and what they are
interested in.
CREATING A TWITTER ACCOUNT
 Go to Twitter.com. On your web browser,
enter https://www.twitter.com and hit enter.
 Create an account for your organization. On the homepage, enter your
full name, email address, and preferred password on the given fields.
 Choose a Username for your organization. Make sure the username
reflects your organization; keep it short and simple so others will easily
notice it. After that, click on “Create My Account” at the bottom of the
screen.
 Confirm your account. Twitter will send you a confirmation email, so
check your email and look for the verification email from Twitter. Once
you open it, simply click on the link provided. Your account has been
verified.
 Manage the Account
  Customize your profile. Click on your organization’s username at the top
right of the Twitter homepage. Click on “Settings” and when you are in,
click on “Profile.”
 Upload an image. Here, you can put your logo or an image that will
perfectly represent the cause of your organization. Add a 140-character bio
for your organization.
 Customize the theme. You can choose from the wide array of themes that
Twitter offers or you can upload your own so your organization will be
better represented.
o Go back to the Settings page and then click on the Design tab just
under the settings icon.
o To upload, simply click on “Change background image” and upload
your preferred photo. Make sure it’s a high-resolution image.
o Click “Save changes.”
 Choose your first few followers. Twitter will prompt you to search for
followers. Look for some of your regular customers or other organizations
that you think will help you spread awareness for your cause. You can also
follow some of your friends to help spread awareness about your
organization.
 Start tweeting! Send out your first tweet and interact with the whole
Twitter community. Click on “Compose tweet” on the left side of the
homepage and tweet your message, then hit enter
OPTIMIZING A PAGE
Twitter profiles are minimal, so every element counts. There are seven key
parts:
1. Banner Image
2. Profile Picture
3. Name
4. @Username / Twitter Handle
 5. Description / Bio
6. Link
7. Pinned Tweet
1. Choose a Great Header Image
Your header image is often the first thing a visitor notices. So choose an
image that accurately represents your brand personality and value proposition.
You can also update it when launching a new product, service, or campaign.
2. Use Your Logo as Your Profile Picture
When using Twitter for business, it is best to use your business logo as
your profile picture. Why? Because this image is displayed next to every single
interaction, you make on the platform.
3. Input Your Name
When using Twitter for business, your profile name should simply be your
business name. You are only allowed up to 20 characters, so if you have a
particularly long business name you will need to find a way to shorten or
abbreviate it.
3. Choose a Twitter “Handle”
A “Twitter Handle” is the username each account uses on the site. Each
handle is unique to each Twitter account with no two being the same.
5. Write an Engaging and Benefit-Driven Bio
You get 160 characters, so make them count. In this short space, you will
want to describe what you do, and the benefit it provides for your customers.
Then, finish with a call-to-action (CTA) designed to move users onto the next
stage of the buyer’s journey.
6. Include a Trackable Link
Many marketers make the mistake of using a normal link on their Twitter
profile. Instead, take the opportunity to gather valuable insights into the way users
interact with your call-to-action by creating a trackable link.
7. Regularly Update Your Pinned Tweet
 Twitter allows you to pin one tweet to the top of your profile. In addition,
when using Twitter for business, this is a great opportunity to highlight your
current marketing campaign or promotion.
7 WAYS TO HARNESS THE POWER OF TWITTER FOR BUSINESS
SUCCESS
1. Understand Twitter’s Algorithm
With hundreds of millions of tweets being sent each day, it’s vital to
understand Twitter’s algorithm so you can ensure your tweets stand out.
Originally, Twitter displayed tweets in reverse chronological order. This meant
that every account stood the same chance of standing out in your followers’
timelines.
2. Make Genuine Connections
Twitter works best as a place for conversations, not broadcasting. For small
businesses, this is awesome. So when using Twitter for business, do not
underestimate the power of reaching out to individual people and brands directly.
Sure, it takes a little more time, but the benefits are well worth the effort.
3. Use Twitter for Customer Service
This is a great way to use Twitter for business. In fact, 85% of small and
medium-sized businesses on Twitter say it is important for businesses to provide
customer service using the network. It is easy to understand why.
Twitter’s personal, conversational nature makes it perfect for handling
customer service issues. In addition, the openness and transparency of
interactions also help to deepen community bonds.
4. Tweet Frequently
A few years ago, it was easy to overwhelm your Twitter following by
posting too many tweets. However, with so many tweets being shared these days,
it is far more acceptable to post multiple times a day. So, exactly how many tweets
should you post each day?
 CoSchedule compiled 14 studies on social media sharing to discover
exactly how much you should be posting on Twitter to maximize engagement.
According to their research, the optimum number of tweets, including retweets,
is 15 per day.
5. Automate Your Tweet Schedule
When starting to use Twitter for business, posting 15 tweets a day can be
intense. Nevertheless, thankfully, there are social media tools to make it easier.
6. Work with Social Media Influencers
Influencer marketing is a great way to harness the power of Twitter for
business. In recent years, influencer marketing has fast become an incredibly
powerful marketing strategy.
7. Get Started with Twitter Advertising
Aside from Twitter’s organic marketing opportunities, you can also
harness Twitter advertising. With Twitter advertising; you can target potential
customers and monitor the engagement of your ads to continually improve your
campaigns.

CONTENT TYPES
Content Type 1: Trending Topics
As a brand, it is important to remember that even though Twitter is a
platform where users engage with brands and businesses, it is also a community
where users engage with each other and share different opinions. Including
trending topics in your, Twitter Marketing Strategy is an effective way to not only
join in on the conversation but steer the conversation in the direction you choose.
When doing so, it is crucial that you understand your target market and what
interests them. Finding that balance between what is trendy and what is relevant
to your audience, is what will set you apart from the competition.
 An example would be to tailor your tweets and posts to your audience in
such a way, that it incorporates a message that resonates with your target audience
instead of just generic hashtags.
When including trending topics in your Twitter Marketing Strategy, it is
crucial that you understand your target market and what interests them. As a
brand, you need to find the balance between what is trendy and what is relevant
to your brand and audience.

SOURCE
Users appreciate brands and businesses with strong values, morals, and
opinions. So, be sure to keep in mind that you don’t always have to relate trending
topics back to a product or service.
If there happens to be a topic that your company feels passionate about,
voice your opinion or support. Doing so will allow your users to understand that
you are a company with a voice that doesn’t mind standing up for what is right.
Brands reach success through Twitter Marketing when they don’t just listen to
the conversation but use their influence to speak up when necessary.
Content Type 2: Competitions
Including competitions in your, Twitter Marketing Strategy is a great idea
if you’re looking to boost engagement and shares which can ultimately lead to an
increase in followers.
Ensure that you have clear business goals and objectives as to what you
would like to achieve through the competition you’re running. Twitter
competitions frequently follow the retweet and follow method. This method
 involves asking your followers to retweet something and then follow your
account to enter.

SOURCE
Retweet and Follow tactics
 Boosts your brand reach
 Encourages retweets
 Attracts new followers
 Increases mentions of your company’s Twitter handle.
Incorporating this type of competition can also boost cross-platform traffic
as you could link various other social media accounts to the terms and conditions
of entering your brand’s competition.
Retweet and follow competitions are the most popular types to include in
your Twitter Marketing Strategy. However, nothing is stopping your brand to
incorporate different, unique and creative ways to engage with customers through
competitions.
Alternatively, you could judge entries by most creative answers to
questions or ask your users to compete via using a specific hashtag, if your
business objective is for your Twitter Marketing Strategy to boost brand
awareness and the usage of your hashtag.
Content Type 3: Infographics
Infographics are effective and helpful tools that can massively influence
the effectiveness of your Twitter Marketing Strategy. By using Infographics in
your tweets, you expand on valuable information and create a picture that simply
wouldn’t be told as effectively in 280 characters.

SOURCE
Infographics add a visual component to important information and are typically
“liked” and shared on social media 3X more than other any other type of content.
Content Type 4: Video Content
 SOURCE
Video is one of the most popular content pieces in the world of social media.
Since Twitter allows for video content to play automatically, it is an
extremely effective and impactful way to not only attract new customers but
retain current ones. Video content has taken over as the top priority for many
brands.
According to the Video Marketing Statistics of 2017, 83% of businesses
believe that video gives them a good ROI. Twitter also owns a video
platform, Periscope, which allows you to take live videos or save them for your
users to watch later.
SOURCE
Video Content can include:
 Responding to Tweets
 Live Events
 How-to
 Announcements
 Advertisements
Content Type 5: GIF’s
GIFs aren’t just for fun and quirky social commentary but are extremely
beneficial tools to add visual and multimedia aspects to your content.
The benefits of using GIF posts is that it adds a similar element that image
posts have yet is combined with the creative and interactive elements of video.
Although they are smaller files in size as opposed to video content, they still offer
quality and drive attention to your posts.

Use GIFs for Promotional material

GIFs are an easy and cost-effective alternative to videos when your brand
is promoting new material. GIFs offer a middle ground, allowing you to add more
life and creativity to your Twitter posts.
Content Type 6: Quotes
SOURCE
Quotes, whether inspirational, funny or interesting, offer your audience
valuable and easily digestible snippets that stick with them during the day. By
incorporating quote posts in your Twitter Marketing Strategy, you are able to give
your brand a voice and a personality.
Including quotes can result in higher retweet volume as well as increase
your brand engagement.
Quotes can, however, also be used for promotional reasons. Quote posts
can be used to offer teasers on new products creating awareness and anticipation
for future product releases. Quotes are also a useful tool to incorporate short
customer testimonials to your Twitter account. Testimonials improve your brand
credibility and will show current and potential customers and followers that you
are a brand that they can trust.
Content Type 7: Tips & Tricks
 SOURCE
In an era of instant gratification, tips and tricks are a great form of valuable
content to include in your Twitter Marketing Strategy. Posting content like life
hacks or tips shows your target market that you care about them and that your
brand is there to help make their lives easier. This useful information will boost
users’ confidence in your brand.
Content Type 8: Links to Content
Longer form content pieces still give your brand the edge you need to stay
ahead of your competition. As a business, it is important that you make use of the
tool to link these longer form content pieces to your posts on Twitter. This will
allow you to tell your business story as well as increase traffic to your landing
pages.
Your tweet should entail a lead magnet or enticing headline that would
encourage the user to follow the provided link for more information.
This information includes:
 Blog posts
 Guides
 Interviews
By providing your audience with the option to engage in longer content,
you delve into the deeper benefit that is content marketing. Content Marketing
provides your target market with information that they previously wouldn’t have
had access to if they weren’t engaged with your brand. This increases retention
rates and customer loyalty.
SOURCE
A URL of any length can be copy and pasted into your tweet. Twitter will
automatically convert the link to only 23 characters. Pinning your blog URL’s or
other content forms is a technique many brands implement in order to redirect
their followers to other platforms of the brand.

SOURCE
Content Type 9: Fun Facts
Everyone loves fun facts; it is in the name. However, they can be much more
useful than pure fun and games when you include them in your Twitter Marketing
Strategy.
SOURCE
Including Fun Facts can improve the way you tell your brand story. Content posts
could include facts about your brand, team or products and provide you with the
ability to steer the conversation to your Twitter account.
Content Type 10: User-Generated Content
SOURCE
Usually, this contributor is a part of your audience or following. But,
what’s in it for your brand? User-Generate content gives your brand content that
tells users that your brand is trusted within the community of followers.
Potential customers are influenced by the opinions of their peers, rather
than the sole subjective view of a brand. By implementing content via users and
your audience, you create an authenticity between your business and the public.
It makes users feel involved, yet also provides your brand with useful customer
insights. Ask your users to take part in designing a new product, by asking what
they think you should add to your collection, for example.
Content Type 11: Twitter Polls
There are various ways brands and businesses can incorporate twitter polls
in their Twitter Marketing Strategy. The number one reason most brands use
Twitter Polls as a tool for marketing is for product research and promotion.
Content Type 12: Quizzes
This marketing strategy has taken Facebook by storm and range from
ridiculous topics like ‘What emoji are you?’ to ‘What career should you be in?
However, how do you use quizzes as a beneficial content type in your Twitter
Marketing Strategy?
By creating quizzes that are specific to your target audience, there are
multiple ways in which your business can benefit. Not only will your audience
receive valuable results, but you will also gain valuable customer insights. If the
results are interesting, trendy and relevant, the option to share the said results on
multiple social media platforms will also act as an easy way to create more
content.
Try sharing the results of the quiz via email, here you can get the details of
prospective clients and grow your email lists.

Content Type 13: Assessments

SOURCE
Assessment posts help your brand sift through your Twitter marketing
campaign in order to see what’s working and what isn’t. Nothing stays consistent
in the world of social media. Between competitors, updates and trends, it is crucial
that you evaluate and readjust your brand’s Twitter Marketing Strategy frequently
to stay up on the top.
Content Type 14: Q&A’s
Q&A type posts are incredibly beneficial for your brand to incorporate into
your Twitter Marketing Strategy.

SOURCE
By using Q&A type posts, you undeniably influence the effectiveness and
reliability of your client services. Q&A posts offer brands the chance to directly
communicate with the customers and collect research on which questions are
most frequently asked. This research could be valuable when doing product or
brand analysis.
Content Type 15: Favourite Resources
As a top leading brand, it is important to note that your brand is an influencer in
itself. A good Twitter Marketing Strategy isn’t about constantly fighting to stay
in the loop or to be part of the conversation. A good strategy also realises that you
are a conversation starter. Therefore, it is important to include networking and
B2B engagement in your Twitter Marketing Strategy.
Share some of your favourite resources or retweet relevant topics that your brand
resonates with.

SOURCE
This content type improves brand credibility, as your users will see that you stay
alert and up to date. By sharing other content, you also develop important online
connections with other big accounts who may return the favour of sharing your
content at a later stage, which will contribute to your brand’s visibility, awareness
and credibility.
Content Type 16: Step-by-step guides
Step-by-step guides and tutorials are absolute winners when it comes to providing
your audience with content they want to retweet or engage with. By having
identified the pain-points of your target market, it is now time to offer those
promised solutions. These solutions can come in the form of simple guides. Step-
by-step Twitter content types can either be tweets that link to a longer form guide,
short videos, or a series of images and text.
What is the goal of these guides?
Step-by-step guides aim at providing clarity and simplicity to your account. It
provides a seemingly effortless style of problem-solving to something that might
be quite complicated. Your audience will appreciate this notion.

SOURCE
What are the benefits?
It’s a clever way to increase organic reach, as it is filled with opportunities
to insert relevant keywords for SEO optimisation.
Content Type 17: Beginner’s Guides
Depending on the product or service your business provides, certain topics
might feel like second nature to you. If you are a specialist in a certain area or
field, it might sometimes feel difficult to relate to someone who does not quite
have similar expertise in that field. This is where the importance of beginner’s
guides come into play. Beginner’s guides, whether you create your own guide or
retweet other guides, brings it back to the core and basics of retaining your
customers and gaining new potential customers.
 SOURCE
Businesses work with people. People like working with other people – not
corporate companies. By providing Beginner’s guides to various topics, you are
adding a personal element back into your brand. These guides help show your
audience that you understand them and not only know what they are interested
in, but you want to help them achieve their goals.
Content Type 18: Behind-the-scenes
Behind-the-scenes posts offer a look at what makes the magic happen in
your business. Your audience want to feel like a part of something greater. By
sharing behind-the-scenes footage, you extend an olive branch of trust and
authenticity to your consumers. Once your clients feel like they are a part of your
brand, they are more likely to convert and follow calls to action.

SOURCE
Behind-the-scenes posts allow you to show off your creativity, voice and
company culture. These types of posts can include:
 Video content
 Sneak Peaks into your business
 Bloopers
 Meet the Team content
 A ‘making of’ post of your production process
Content Type 19: Share Data
Apart from collecting data and incorporating it into your business
objectives, it is beneficial to your Twitter Marketing Strategy that you share some
of this data. Your audiences will be very interested to see what results your brand
has gathered, especially if the data is something your audience had a role in
creating. If you had recent questionnaires, Twitter polls or competitions, be sure
to share the overall collected data with your following.
You can do this in creative ways, like graphs and statistics.

SOURCE
Sharing your data is also a vital part of leading thought generation, as your target
market will find information about themselves too compelling to resist, especially
if it’s accurate.
Content Type 20: Case Studies
Case studies all boil down to one fundamental element: To learn by
example. Case studies are effective content types to include in your Twitter
Marketing Strategy as they provide an insightful look into a competitor analysis
and also provide your audience with real-life examples of business-related
content and how these case studies could apply to their own lives.

SOURCE
Content Type 21: Latest News

SOURCE
One of the most talked about topics regarding news and Twitter has been the
crackdown of bots and the spreading of fake news affecting political elections.
The importance of authentic and transparent news is thus more important than
ever.
 If you are looking to include this content type in your Twitter Marketing
Strategy, you need to provide news that is relevant and trustworthy. By staying
up to date with the latest news in your industry and within current affairs, you get
a better idea of the world around you and how to incorporate that world into your
Twitter Marketing Strategy. In this scenario, ignorance is far from bliss.
By providing industry news and announcements, you can also strengthen
the sense of community within your following. By providing your audience with
insights and latest news, you keep them in the loop and create brand transparency.
Latest news can also be tweeted with links to other landing pages or company
announcements.
Content Type 22: Live Tweets
Businesses often use live-tweeting to keep their audiences in the loop when
there is a certain event or conference taking place. This allows for more people
to participate and engage in the event, as tweets will have a higher visibility reach
as the number of people who can physically attend.
Live-tweeting also allows customers to get updates and insights into
important current affairs that they either cannot or may not attend. Live-Tweeting
allows members from Twitter to engage with the event through asking questions
through Twitter. These questions are often responded to in real-time and create a
way for various people from different countries, time zones and mediums to
effectively communicate with each other. This not only broadens the reach of
your brand but opens up doorways for alternative suggestions and opinions from
all around the world in real-time.
 SOURCE
Some tips when live-tweeting:
 Focus on quotes from speakers or presenters.
 Use relevant hashtags.
 Use image templates to share photos of the event.
 Retweet other tweets from event.
 Retweet insightful comments.
 Post BTS images and updates.
Content Type 23: Twitter Chats
SOURCE
Twitter chats are a successful Twitter Marketing Strategy tool as it
increases the number of followers who actively engage with your brand, rather
than merely increasing your generic (possibly irrelevant) follower count. Get
started by searching for Twitter Chats that are relevant to your industry. If there
aren’t any – start one yourself.
It is important to remember that every business has their own unique way
of interacting with their audiences and engaging with their following. By
including some of these content types into your Twitter Marketing Strategy you
won’t have to worry about missing out on any possible ways to create content
that resonates with your customers and aligns with your business goals. Take it
one step at a time; you’re already on the right path!

POSTING CONTENTS
 Limit to 1-2 hashtags per Tweet
 Be conversational
 Keep your copy short and sweet
 Use images, GIFs, and/or videos whenever possible
 Test, test, test (and use analytics to see what works)
  Monitor events and trending conversations

INTEGRATING A PERSONAL BRAND ON TWITTER

Key Steps to Building Personal Branding on Twitter

Building personal branding on Twitter is not challenging if you follow
some key steps listed below.
1. Choose your Twitter handle carefully
Your Twitter handle is your identity; after a while, people will most likely
start referring to you by your handle and not by your real name. This is because
your handle appears every time you tweet something, which registers in your
followers’ minds.
 Twitter advises you to use your real name, but it may not be available at
times due to the vast population using Twitter, who may have the same name as
you do. What do you do then? Well, choose variables that define you the best,
and most importantly, adhere to them. Changing handles frequently will only
confuse your followers and cause you to lose backlinks. Hence, it is essential to
pick the perfect handle for your account because it is the key that helps you build
a personal brand on Twitter.
Here are some recommended ways to find the best handle for you.
1. Retain your identity across all your social media platforms. Your name or
business name is recommended.
2. Keep it simple and easy to remember.
3. If your name is long, try and shorten it; try using your initials
4. Incorporate keywords if you can to come up faster in searches.
5. Use an underscore symbol to club two or more elements and design your
unique name.
2. Design and pick your brand image
Once you find a perfect handle, you need to showcase who you really are
to the world. They need to relate with you, understand your style, and register
your image in your minds. Like your Twitter handle, your Twitter profile picture
also appears on all your Tweets.
The other important factor is the cover photo of your Twitter account. It
holds a prominent position and WILL grab the attention of everyone who comes
to your profile. Add a quote, your business logo, your USPs, or just a picture of
you in a natural setting that reflects your personality. If you are a model, you can
pick an image from a recent shoot; if you are a chef, upload pictures of your best
dishes; if you are a motivational speaker, put up a picture of you speaking to a
crowd. A picture does speak 1000 words when it comes to your personal branding
on Twitter.
3. Build a perfect bio
 You have 160 characters to tell people who you are; make the most of it.
Your bio should describe what you do, your title, the companies you work with,
and where you operate. When people come to your profile, they first see your
handle, then your profile pictures, and next, they read your bio. People are reading
your bio because they are already invested in your Twitter profile. So make sure
these 160 words are the strongest weapons in your artillery to use Twitter for your
personal branding effectively.
4. Tweet with a picture

Source
Have you ever imagined why image-based posts work on all social media
platforms? Apart from the algorithm that gives more push to images, people like
seeing what they are reading. Because of this, AI found that people love seeing
pictures, and hence it pushes posts/tweets with photos. Not all your tweets can be
picture-based, but #goodmorning can offer a picture of what your morning looks
like, with a glass of milk and cookies or simply the image of the sky. This will
also influence your followers to follow your lifestyle and make you a thought
leader.
5. Avoid spamming and using black hat tools
Success on social media comes a little late; it takes a lot of time and effort
to get there. While you are on that journey of building your personal brand on
Twitter, you will be tempted to use black hat tools, like increasing your followers
with bots adding more retweets or likes. It might be tempting at the onset of your
journey of using Twitter for your personal branding, but you know it’s not real.
This brings us to our next point – you cannot keep managing the same fake ratio
all the time. Also, a person with 1000-2000 retweets is definitely an influential
person. Your followers are smart; they know the difference between fake and real
followers. So, it is in your best interest to stay real on Twitter. Pretending to be
someone you are not will only hamper your journey of building a personal brand
on Twitter.
Most importantly, don’t spam your followers. Imagine someone coming to
your face and telling you something every single day. That’s exactly how it feels
like. Tweet them once in a while but don’t spam; you might lose a follower or
two. If you intend to post frequently, make sure your content is engaging, and
your followers will enjoy it.
6. Think before you tweet
Twitter is an ocean; millions are tweeting right now as you read this. Your
key to a good tweet is to think before you tweet. What you tweet plays a big role
in your personal branding on Twitter.
Ask yourself these questions:
 Does this go with my brand image?
 Am I adding any value to the life of my followers with this tweet? Is it
relevant to my audience?
 Does this tweet help my followers and potential followers to know me
better?
 Once you have the answers, you can start using Twitter for your personal
branding. It is better to avoid posting controversial comments and opinions unless
you believe negative publicity is also publicity. There have been instances when
10-year-old tweets have come to light and hampered the careers of influential
people. A recent example is James Gunn, whose tweets suddenly surfaced on the
internet when he took over a movie.
You don’t want that to happen. Make sure you think twice before tweeting
anything that might damage your image, today or tomorrow.
7. Strike up a conversation
Twitter is a great place to start a conversation with your peers. Everyone
on Twitter is sharing their opinions and thoughts. So it is easy for you to build
your personal brand by sharing your own thoughts and opinions on relevant topics
of your interest. If people relate to your ideas, they will retweet them.
Apart from getting more followers, you can reach out to people organically. Your
followers are your brand ambassadors; they will cover half of your marketing
efforts. Make sure you strike a conversation with them by retweeting,
commenting, or at least liking their quotes.
Twitter is also the easiest way to connect with your potential clients or investors.
Make optimum use of hashtags, Tweet on current topics, and strike a conversation
with people.
Source
8. Follow the leaders

Source
It matters who you follow; every time you like someone’s tweet, it appears
on your follower’s feed. Make sure it is something that doesn’t make them frown.
Apart from that, following the industry leader keeps you updated about your
industry and ongoings. Over time, from just observing them, progress to engaging
them. They might not reply initially, but eventually, they might follow you or,
even better, mention you in their tweets. This will help you reach out to their
audience, who also make your target audience.
9. Promotion to personality ratio
Make sure you don’t go all out to promote yourself; an overdose of
promotion is a little off-putting. Your tweets should be just more than a straight
promotion about your skills or art. Make your content a combination of
personality and promotion, and it needs to be fresh if you are to make effective
use of Twitter for your personal branding.
People who follow you on Twitter get to know about you as a person. Make
sure they like the person. You are building yourself as a brand on Twitter; you
should promote yourself, but let there be a balance.
10. Following to follower ratio
Unfortunately, many people on social media are judged by the following-
to-follower ratio. If you follow more people than your following number, it might
seem like you are someone who’s just not that influential. Again, this can be
solved by uploading good content via tweets and drawing more attention.
Source
Key Takeaways
 Choose your Twitter handle with care; remember to include your name or
a keyword for your identity, and stick to it.
 Make sure your bio is an introduction to your personality and work
 Visuals create impact, tweet with a picture.
 Frequency is important, but be careful not to spam and remember to strike
a conversation.
 Keep your promotion to personality ratio in check; people connect with
your personality and get put off with over-promotion.
 Make sure your number of followers is higher than the people you follow.
 Getting verified is possible and straightforward if you go through Twitter’s
criteria.
 Your personal brand can help you make money with sponsored tweets, so
build it with care.

TWITTER ANALYTICS & ADS

Since Twitter has a ton of great ad products and campaign options, there
are several metrics you could be tracking based on your campaign:
 Audience measurement
 Incremental reach
 Viewability
 Brand lift
 Website attribution
 Mobile app measurement
 Location measurement
 Buy-through rate
 TV tune-in
  Sales impact
 Marketing mix modeling

1. Audience measurement
Get a demographic breakdown of your Twitter Ads campaigns and use those
insights to help ensure you’re reaching your target audience.
Audience Measurement allows you to see:
Age
Gender
Location
Gross ratings points metrics, and more.
2. Incremental reach
Get a detailed look at how much additional reach your Twitter Ads
campaigns are delivering, in addition to your TV ad buys.
Key metrics include incremental reach on Twitter, cost per reach point, and more.
3. Viewability
Find out if your ad was seen by accessing view ability metrics in Twitter’s
Ads Manager or by collaborating with a third-party view ability vendor. Get stats
on measured ads, in-view ads, fraud rate, and more.
4. Brand lift
Understand how your campaigns are driving brand lift using Twitter Brand
Surveys. Measure campaigns (big and small) and see how your ad is swaying
brand metrics like awareness, favourability, consideration, purchase intent, and
more.
Survey insights can also help you pivot your strategy to better drive brand
goals. Twitter also partners with third-party brand survey vendors to provide you
additional flexibility.
5. Website attribution
Measure how much your Twitter Ads drive website traffic using tools like
the Twitter Pixel, the Conversions API, or leverage our third-party partner to
compare performance across platforms.
Measure link clicks, site visits, conversion events, and more.
6. Mobile app measurement
Enable mobile app measurement to measure installs, in-app purchases, and
other in-app events. With this measurement tool, mobile marketers can see how
their Twitter Ads spend leads to conversions and use those insights to create more
cost-efficient, optimized campaigns.
Advertisers can also opt into our Advanced Mobile Measurement (AMM)
to receive expanded device-level data, which can be used to develop a more in-
depth analysis of performance.
7. Location measurement
Quantify the impact of Twitter Ads in driving in-store foot traffic.
Understand outcomes like number of incremental store visits, visit rates, and
more.
8. Buy-through rate
Understand how exposure to Twitter Ads correlates with car sales and use
the insights to adjust your marketing spend towards the most effective channels.
The key metric measured is units purchased by the exposed served group.
9. TV tune-in
Measure the effectiveness of Twitter in driving TV tune-ins. Use this
measurement to find correlations between Twitter engagement and tune-ins
across primetime broadcasts, cable programming, streaming series, and more.
10. Sales impact
Through sales impact studies, marketers can measure the impact of Twitter Ads
campaigns on driving lift in online or offline sales and penetration across various
 targeting and creative strategies. Key metrics include lift in sales per household,
return on ad spend (ROAS), and more.
11. Marketing mix modelling (MMM)
MMM quantifies the impact of several marketing inputs (e.g. media
activity, pricing, promotion, etc.) on sales and market share. Measure your
Twitter Ads campaigns’ return on investment (ROI) by partnering with Twitter
to gather and share data requested by your MMM vendor. Then, you can use the
insights to help you effectively allocate budget across channels.

POST ASSISTANTS AND AUTOMATION FOR TWITTER.

I. Ground Rules
Do!

 Build solutions that automatically broadcast helpful information in Tweets.

 Run creative campaigns that auto-reply to users who engage with your
content.
 Build solutions that automatically respond to users in Direct Messages.
 Try new things that help people (and comply with our rules).
 Make sure your application provides a good user experience and performs
well — and confirm that remains the case over time.

Don’t!

 Violate these or other policies. Be extra mindful of our rules about abuse and
user privacy.
 Abuse the Twitter API or attempt to circumvent rate limits.
 Use non-API-based forms of automation, such as scripting the Twitter
website. The use of these techniques may result in the permanent suspension
of your account.
 Spam or bother users, or otherwise send them unsolicited messages.

A. The Twitter Rules and the Developer Agreement and Policy

You should carefully review these policies to ensure that your automated
activity is compliant. Automated applications or activities that violate these
policies, or that facilitate or induce users to violate them, may be subject to
enforcement action, potentially including suspension of associated Twitter
accounts. We may also rate limit, suspend, or terminate developers’ access to
the Twitter API based on violations of these policies.
Although all aspects of the Twitter Rules and the Developer Agreement and
Policy apply to automated activity, you should keep the following rules top of
mind:
Spamming: You may not send automated Tweets or Direct Messages that are
spam, or otherwise engage in spamming activity. Some examples of spammy
behavior to avoid with automation include:
 Trending topics: You may not automatically post about trending topics on
Twitter, or use automation to attempt to influence or manipulate trending
topics.
 Multiple posts/accounts: You may not post duplicative or substantially
similar Tweets on one account or over multiple accounts you operate.

Duplicate accounts: You may not create and/or automate multiple accounts for
duplicative or substantially similar use cases.
 However, automating multiple accounts for related but non-duplicative use
cases is permitted.
Misleading links: You may not send automated Tweets or Direct Messages
containing links that are misleading, including links that maliciously or
deceptively redirect through landing pages or ad pages before displaying the
final content.
 Sensitive media: Automated Tweets and Direct Messages must comply with
the Twitter media policy, and you should mark your account as potentially
sensitive if you intend to post graphic, pornographic, or potentially sensitive
media.
Abusive behavior: You may not engage in any automated activity that
encourages, promotes, or incites abuse, violence, hateful conduct, or
harassment, on or off Twitter.
Private information: You may not post private or confidential information
about a person without their prior express authorization.
B. Other Ground Rules for Automated Activity
In addition to the policies above, the following ground rules apply to all
automated activity on Twitter:
 Don’t surprise or mislead users: Automated activity should honor users’
expectations. Ask for the user’s permission before taking an action if you
aren’t sure.
 Mature content or profanity: Don’t Direct Message, mention, or reply to
users with potentially sensitive content (including profanity), unless they’ve
clearly indicated an intent to receive it in advance.
 Be thoughtful about the information you request or exchange on Twitter