Social Media Workshop: Twitter Overview
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A general overview of the current best practices for posting to Twitter to garner engagement and build an audience. May 2018
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Social Media Workshop: Twitter Overview
- 1. SOCIAL MEDIA WORKSHOP: TWITTER Presented by Plaid Swan
- 2. TWITTER ALGORITHM’S CORE VALUES 1. Engagement 2. Timing 3. Media Types Twitter only recently introduced their algorithm while showing their tweets chronologically up until that point.
- 3. OVERVIEW OF TWITTER BEST PRACTICES Keep your handle simple and short, it needs to have connection with your brand, to be identical if possible. Optimize your bio. Insert relevant hashtags for your industry, a link where users or followers can find you. Us a maximum of two relevant hashtags per tweet to increase reach. Display a pinned Tweet on your feed. Tweet daily at least once. Take 5 minutes each day to engage on Twitter: to reply, retweet and like. Ask relevant questions and run polls. Respond immediately, retweet and @mention others. Tweet trending events and breaking news. Insert images, gifs or videos in your Tweets to increase your engagement rates.
- 4. TACTICS TO INCREASE ENGAGEMENT ON TWITTER Use Relevant Hashtags If you want to reach a broader audience, using relevant hashtags is a must. Hashtags describe what your content is about and can even establish an emotional connection with your followers. Using trending hashtags will bring even more attention to your tweets, so do a search and see what’s trending. Use up to 3 hashtags in your posts and keep them short. Use easy to spell keywords and more memorable words.
- 5. TACTICS TO INCREASE ENGAGEMENT ON TWITTER Use Images Adding photos to tweets significantly increases the likes and shares they receive. Memes and Gifs are a plus. Pin Tweets Pin your best-performing tweets in order to boost this content even more. Include a call-to-action and use this feature which works almost like a free advertisement on your profile.
- 6. TWITTER ANALYTICS OVERVIEW Twitter has a great built-in analytics platform that provides excellent insights. Tweets: Track Impressions, Engagements, Engagement rate of every Tweet and see your top performing Tweets. Check your average Tweet likes, retweets, replies, and link clicks. Audiences: Summary of how your followers are growing and you can also compare them to all Twitter users to get a better idea of their demographics, interests, income, buying behavior. Events: Browse events and recurring trends on Twitter. More: You can add tracking code to your website and track conversion from Twitter.
- 7. TWITTER METRICS THAT MATTER Account Metrics Top Tweet: The tweet that earned the most impressions in a particular month. Top Mention: The tweet with the most impressions in which another Twitter user mentions your username. Top Follower: Your follower with the greatest number of followers of their own. New Followers: How many new followers you gained in a given month.
- 8. TWITTER METRICS THAT MATTER Individual Tweet Metrics • Click Statistics: Embedded Media Clicks: # people clicked on a photo or video in a tweet. Link Clicks on a URL or card in the tweet User Profile Clicks on your Twitter name, @ handle or profile photo • Engagement: Clicks and the number of times users interacted with a tweet by retweeting, replying, following, or liking. • Engagement Rate: The number of engagements with a tweet divided by impressions. • Tweet Reach Percentage: How many of your followers saw any given tweet.
Editor's Notes
- 1. The Twitter algorithm knows which accounts you engage with the most and shows you those tweets accordingly. Twitter also considers the engagement of your individual posts. According to this, those posts that receive the highest engagement are most likely to get boosted that those which don’t. Furthermore, if your tweet gets even more engaging and popular, the algorithm will prioritize it even more. 2. Twitter has made sure that the chronological part is still highly relevant. Twitter continues to be live and real time. Users can always use the feature “while you were away” to see the newest tweets they might have missed while being away of the platform. 3. Twitter prioritizes media types (photos, videos, etc.) that individual users find most interesting.
- Your bio is the first thing on your profile that users will check on. Engagement, in general, is triple for visual Tweets, so exploit them.
- This intriguing section will give you insights on holidays, events, sports and what kind of audience these events are reaching. You will also know which trends are picking up in which countries, so you can use the right hashtags. You can also promote your mobile apps and track conversion for them. In all, it has all basic abilities to give you a good overview of your Twitter profile.
- Top Tweet: This tells you at a glance which one of your posts gained the broadest exposure for the month—an important record to track over time. Your top tweet is also a good candidate for testing a promoted tweets campaign. Top Mention: The Twitter user who expanded your reach the most is someone you should definitely reach out to. Look for opportunities to connect and work together, possibly through an influencer campaign. Top Follower: While this person has not necessarily shared your content yet, they have the largest potential audience. This is another key stat for finding connections and potential influencers to reach out to. New Followers: Tracking this over time and mapping any changes to your activities on Twitter will show how your various campaigns and posting strategies affect your overall follower count.
- Click Statistics: Measure how much people want to know more about you. Engagement: Tracking the tweets that generate the most user response is a good way to know what’s working for your brand. Engagement Rate: Provides a clearer picture of how engaging a tweet is because it also factors in how many people swathe tweet. Tweet Reach Percentage: To calculate, divide tweet impressions by your total followers.