The first and most valid question you could have reading the
headline of this articles is.
Who cares?
I mean, that in the most literal sense of the word, who
cares about twitter? Who is using it and are your target audience using the
platform?
Since that this is both vital and valid question we will
first go through some data and numbers of who is using twitter and how is
twitter being used?
Then we will go through the list of 5 different ways to use
twitter (other than a micro blogging platform) to benefit your Dubai based
business both in the MENA region and globally.
Let’s look at the numbers shall we..
In the most recent report http://bit.ly/2coDD4d
the state of social media marketing 2016, Marketing profs published the
following states about twitter:
A-
Twitter came in the second
place right behind Facebook as the social platform that marketers use in both
B2B and B2C focused markets.
B-
Twitter came third as the
paid social media platform right after Facebook and Google ads (technically we
can considered it second since Google ads is not a social media platform ) .
C-
In terms of number of
worldwide social network users Twitter came with a sizable number of audience
of 320 million users.
(That was right behind Instagram aka Facebook’s
gallery sidekick, which came with 400 million users).
Now you might be thinking this is only on a global level
which is great for branding reasons like building an online reputation or brand
online existence or even gaining global online traction and traffic yet how
will that benefit a Dubai based business targeting the MENA region ?
Well let’s look at regional numbers shall we?
According to the Arab social media report published last
year http://bit.ly/1Ux2M93 there are some interesting facts about
twitter:
A-
39% of the Arab users
access twitter on a daily basis.
B-
In terms of subscription
KSA and UAE were the highest countries from the Arab region with (53% and 51%
respectively) .
C-
In terms of accessing
Twitter through an app, the highest were UAE and Bahrain (45% and 40%,
respectively).
There is a very important point that needs to be addressed
here before we go further, these numbers and stats are not to stay drop
everything and implement a radical paradigm shift to both your business and to
your marketing plans toward twitter based campaigns, yet these facts show that
twitter as a platform has both regional and global influence that needs to be
addressed and added to your marketing tool kit.
And here are 5 different ways you can harvest the power of
social media through twitter for your business.
1-
Customer
service tool.( monitor your own handle or handles)
If you are wondering should I have an online presence or not?, or if you are wondering should I interact with negative comments or not?
Your
customers are not.
They are both
online and active,
According to
the Microsoft’s 2016 Global State of Customer
Service Report 55%
of consumers’ customer service interactions now begin online rather than on the
phone or in person. This percentage jumps to 65% for consumers ages 18 – 34.
That is why brands responsiveness
on twitter has increased from 14hrs to 9hrs in 2014.
Some of the tactics that you can use to enhance the customer service
side of your brand.
A-
Monitor your brand twitter
handle and set up an alarm for quicker respond.
B-
Monitor your brands
services and products as your customers might not be aware of your twitter
handle , yet they might have experienced your products and services.
C-
If you have the
funding for it set up a situation room
for your twitter accounts (https://www.quora.com/Which-companies-have-physical-social-media-listening-centers)
2-
Competition monitoring.(
adding competitors)
Some of the tactics that you can implement
to monitor both your market and your competition are:
B- Monitor Key words that relates to your
industry in general.
c- Monitor trends and new buzz campaigns
even especially if it’s not yours.
3-
Establish thought
leadership in your field.
Facebook has mark zugerburg, Apple Had
Steve jobs, Microsoft has Satya Nadella who do you have?
In other words who is the face behind your band and
how is that face interacting with the public. Twitter can help humazing your
brand and engage in creating your brand identify here is how:
A-
Set up an account for your brand
ambassadors and your brands leadership team.
B-
Engage in twitter chats and twitter
conversations.
C-
Link back to your Brands account from
the bio of your ambassadors and your thought leaders account.
4-
Social listening and Market
analysis tool.
Twitter lists is an option that your brand
can benefit from , lists gives your brand the option of social listening option
to a specific need or your market potential needs and letting your target
audience know that you are listening , monitoring and interacting. Here are a
couple of lists that you can create:
A-
List of a market need
either actual or potential.
B-
List of key words that
relates to your market.
C-
List of other partner
markets for example of you are in hospitality you might need to listen to (referrals
programs- customer service complaints – tourism and destinations).
5-
Creating a social buzz
around a specific campaign.
The final and one of the strongest
strengths of twitter is events, twitter feeds on that being a mico blogging
website and the average lifetime of a tweet is about
18 minutes if you have an event for your brand you need to feed your tweet
to the platform with the highest volume of tweets as you can here are some
effective tactics that you can use to maximize your reach during an Event:
A-
Live video coverage during
the event especially that now twitter allows
longer videos .
B-
Create a hashtage dedicated
to the event and drive traffic to it.
C-
Encourage conversations by
having a showcase screens in the event with the live coverage of the
conversations.
D-
Transfer the offline
atmosphere and environment of your event online through creating a story
telling narrative of the event duration.
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