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Video: How to Optimize Your Social Media Program for Twitter

Are you optimizing your social media program to take advantage of Twitter's active and growing user base? This latest video in RKG's #socialseries discusses best practices for marketing on Twitter. Learn how to craft a strategy that captures your audience and helps achieve your social marketing goals.


Price Thomas: Well, it looks like you're going to have to pay attention to me after all. Price again, this time to talk about Twitter, the social network that's been forcing people to decide between creativity and good grammar since about 2007.

Now, Twitter lacks a user base as broad as Facebook, but the world's second most popular social network is no slouch, boasting about 255 million monthly active users, and these users are producing about 500 million Tweets a day. For you math majors out there, that's about 5700 tweets per second. (I did that in my head.)

Now, unlike Facebook, there's no algorithmic barrier to Twitter, so all your content appears freely in your followers' timelines. Twitter provides brands with an avenue to broadcast easily digestible, low-cost, but highly shareable information to an engaged audience by leveraging some of Twitters key features, like the integration with Vine and Instagram, inline image preview, the ability to post... is it gifs or jifs? Jifs, like the peanut butter... and also Twitter cards.

There's also promoted tweets, and while these tweets enable enhanced targeting and give brands the ability to distribute more contextually relevant content to their followers, brands with limited resources can still take advantage of Twitter's free functionalities to publish concise and compelling material.

According to Chris Riedy, a senior sales manager at Twitter, who recently spoke at the 7th annual RKG Summit here at Charlottesville, Virginia, recently voted the happiest city in America, 78% of Twitter users engage via mobile device. Now, these on-the-go users are sharing content more frequently than their desktop counterparts.

Twitter gives brands the ability to interact and engage with their users in real-time, wherever they may be. Retail brands can take advantage of this with calls to action to share in-store experiences and also by being active and agile in responding to trends and major events. One famous example of this agility is the Oreo Tweet during the 2013 Super Bowl. Instead of paying millions for a pre-made, 30-second spot, Oreo responded to the unexpected power outage and created content that went viral by capitalizing on Twitter users' sharing behavior, basically for free.

Twitter is also a valuable vehicle for managing customer service complaints. While I'm sure you guys don't have to field any customer service issues, brands who aren't so lucky have even gone so far as to create dedicated Twitter handles in order to quickly and also personally address any customer service needs.

Lastly, there's hash tags. While they're basic, they're an easy and effective way to amplify the reach of all your well-thought-out content. They're also a great way to organize, curate, and join larger and often unbranded conversations.

Now that I think about it, you guys should probably be tweeting about this video right now. Tweet this link, make sure to subscribe to the RKG blog, and our YouTube page, RKGDigital, and stay tuned for our next social video, where George will be back to guide you deeper into the Twitterverse.

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