Twitter's Joe Wadlington is back with some more simple, effective tweet copy tips.
Twitter's Joe Wadlington is back with some more simple, effective tweet copy tips.
100’s of popular twitter hashtags…
How can you increase Twitter reach and engagement?
That’s something that many marketers are thinking about, including Rand Fishkin, the founder of SparkToro, who has been wondering if Twitter gives tweets with a link less visibility than tweets without a link. And recently I’d been wondering the same.
Then I heard about Aytekin Tank’s 17-million-impression tweet.
Just a few months ago, Aytekin, the founder of Jotform, repurposed one of his popular Medium posts into a Twitter thread. He also promoted it with Twitter ads to see if he could increase the reach of his Twitter thread — and the engagement rate was as high as 20 percent!
So he continued to promote the Twitter thread. Eventually, it received 17 million impressions and the original Medium post (linked in the thread) got more than 35,000 visits.
When I learned about this story, I started wondering how Twitter threads could help marketers. Could this be the new way to reach more people, drive more engagement, and get more referral traffic? Could Twitter threads be effective without ad promotion?
We ran a small experiment to find out.
The objective of the experiment was to test if repurposing our blog posts into Twitter threads can 1. increase our Twitter reach and engagement, and 2. drive more traffic to our blog than tweets with a link.
Our plan of execution was very straightforward:
The next step was to draft out the threads and publish them. For this, I worked with our amazing social media manager, Bonnie Porter. I repurposed 10 blog posts into threads while she published them at our best times to tweet.
Here’s what our collaboration document looked like:
So how did the experiment go?
I think there’s an evidence that Twitter threads perform better than tweets with a link!
Here are the patterns I see from our results:
The number of impressions was higher for all the first tweet of the Twitter threads than for the tweet with a link. On average, the threads received 63 percent more impressions.
Perhaps Rand Fishkin is right in that Twitter gives more prominence to tweets without a link. He found that “Tweets without URLs definitely correlate to more engagement+amplification (but this could be a result of user behavior, not intentional network design)”.
The respective link was not included in the first tweet of the Twitter threads but mostly in the last tweet of the threads. Threads could be a good way to increase your reach on Twitter while still sharing a link.
The number of engagements was mostly higher for the first tweet of the Twitter threads than for the tweet with a link. On average, the threads received 54 percent more engagements.
An interesting pattern I spotted is that engagement tends to be the highest for the first tweet of the threads and would decrease until the last tweet, where there would be a spike in engagement. My hunch is that most people only engage with the tweets when they first saw the thread (i.e. the first tweet) and when they finish reading the thread (i.e. the last tweet), and not when they are reading the thread.
The higher number of engagement could have also caused the Twitter algorithm to surface the threads to more people, and hence, more impressions.
This is where the experiment didn’t go as expected.
While the Twitter threads, on average, received eight percent more link clicks than the tweets with a link, most of the threads received fewer clicks. (If you were to look at our data, you can see that the average was skewed by two threads that received much more link clicks than the respective link tweet.)
Here’s my guess: For the Twitter threads, the link was attached to the last tweet or in the middle. Our followers don’t see the link immediately and have to scroll through the whole thread before seeing the link. This might have caused the lower link click number.
But as Twitter threads seem to get more impressions than a link tweet, it might be possible that Twitter threads would get more link clicks. More data is needed to verify this.
On average, the Twitter threads received more impressions, engagements, and clicks than the respective tweet with a link.
While this is true based on our data, our sample size is tiny and the number of clicks fluctuated quite a bit. I wouldn’t say it’s conclusive that Twitter threads always perform better than tweets with a link in all aspect. But it seems fairly plausible that Twitter threads get more impressions and engagements.
Does this mean you should post only Twitter threads from now? Not quite.
One of the key takeaways for me is the importance of experimenting with different or new content formats. While it’s the easiest to share a link, it might not always be the best way to get results. Twitter threads are one of the many things you could test. Others include images, videos, live videos, GIFs, and retweets.
For example, we recently found that retweeting our top tweets is an easy way to extend the lifespan of the tweet and increase its performance.
We found that it takes much more effort to publish Twitter threads than simple link tweets. You have to craft multiple tweets rather than just one. You have to manually tweet the threads while you can schedule link tweets.
But I think that might be why Twitter threads seem to perform better.
I believe that the content itself plays a big part in determining whether a tweet/thread does well. Crafting Twitter threads forces me to narrate a story over several tweets, and that might have encouraged me to write better tweets. On the other hand, I’m so used to sharing a link tweet that it’s easier for me to unintentionally craft a less-than-perfect tweet.
From her experience, Bonnie found it helpful to have the Twitter threads plan out in advance in a document. It makes publishing threads less of a hassle when you have everything ready to go.
Brian Peters, our Strategic Partnerships Marketer, once said how social media platforms should be viewed as the destination for your content rather than the means to get to your content.
How does your audience want to consume your content? Do they prefer getting all the information they want through your social media posts, or do they want to click on a link and be directed to another page before they can find the information?
It depends on the content but my hunch is most prefer the former.
That might be why native content (e.g. Twitter threads, videos) tends to perform better than social media posts with links. People want the easiest way to consume content, and social media posts like Twitter threads and videos make it much easier than for them. They can get more information through the native content before deciding if the link will be relevant and valuable enough for them.
Will you experiment with Twitter threads?
If you will or if you have, share your best-performing Twitter thread in the comments section below. It’ll be great to learn from one another’s experience. Thanks!
Keep reading to see a full breakdown of this experiment and how you can implement it for your own Twitter accounts…
In February 2018, Twitter updated its rules to prohibit sharing tweets that are identical or substantially similar to one another.
Before this rule change, re-sharing top tweets (sparingly) was one of our favorite strategies for increasing our Twitter reach and engagement here at Buffer. And while it was a shame to forgo this strategy, we understand the rationale behind the new rules and are fully supportive of them.
So, rather than dwelling on what used to work, we started searching for other strategies to try.
Here’s one experiment we’ve been working on (and our results in full)…
After Twitter had made its rule changes, I noticed that Matt Navara and a few other accounts had started retweeting their own tweets as a way to boost top posts.
This made me wonder if retweeting my own top tweets could be a good way to increase my reach and engagement on Twitter.
So I tested this idea — retweeting my best-performing tweet the following day — with my own account.
And it worked!
According to my Buffer Overview Report, my tweets in June received, on average, 2,356 impressions, 93 engagements, and 30 likes. Whereas this particular tweet received 9,697 impressions, 203 engagement, and 94 likes after I retweeted it:
So with my teammate, Bonnie’s help, we ran a more formal experiment with our Buffer Twitter account…
The goal of our experiment is to see if retweeting our best-performing tweets could become part of our Twitter strategy. We had two success criteria:
We had a very straightforward plan:
We started the experiment in June and concluded it in July. Over the period of about a month, we retweeted 10 of our best-performing tweets. And we are very excited to share the results!
I think it was a resounding success!
On average, our retweeted tweets received 122 percent more impressions, 87 percent more engagements, and 90 percent more link clicks. The three tweets with video also had an average boost of video views by 92 percent.
(We didn’t get many replies for these tweets both before and after retweeting them. I thought I would mention this for completeness.)
Besides the increase in reach and engagement, we were also glad that our followers seem to have found the retweets of our own tweets acceptable. (Or perhaps they just didn’t voice their objections. If you saw our retweets and have an opinion, we would love to hear from you!)
Overall, the experiment validated the idea of retweeting our best-performing tweets to boost their reach and engagement, and we’re excited to integrate this into our Twitter strategy going forward.
So how can you do this for your brand’s Twitter account?
There are two ways to retweet optimally. When I say “optimally”, I mean retweeting your top tweets at the right time to obtain the best result.
The easier and better way, in my opinion, is to use Buffer. With a combination of the analytics in Buffer and our browser extension, you can quickly identify the best tweets to retweet and schedule them for the perfect time.
Step 1: Tweet as per usual
Easiest step. Done?
Step 2: Find your best-performing tweets
Your Posts Report will first show you your recent tweets, with the latest tweet at the top. You could scroll down and identify your best-performing tweets with a “TOP TWEET” label. An easier way is to click on the “Most Popular” filter, and we’ll show you all your top tweets in the past 90 days in the order of descending performance.
If you are on one of our Business plans, you can adjust the timeframe in the upper-left corner.
Step 3: Schedule your retweets
Next, click on the timestamp of the tweets you want to retweet. The tweet will be opened in a new tab.
Then, with the Buffer browser extension installed, you’ll see an additional Buffer button at the bottom of the tweet. Click on it.
You’ll see the Buffer composer with a preview of the tweet you want to retweet. You could add a comment to the retweet but for this purpose, we just want to retweet the tweet. So select the right Twitter profile and hit “Add to Queue”.
And you’re set!
The helpful thing about using Buffer is that you can schedule retweets in advance without having to wait until a particular day before you can retweet a tweet. If you have found your best times to tweet and added them to your posting schedule, your retweet will be published at one of your best times.
My other favorite advantage is that you can easily rearrange when your retweets will be published (or tweets retweeted), along with your other scheduled tweets.
If you don’t use Buffer, no worries. This can be done manually through Twitter, too.
Step 1: Tweet as per usual
Step 2: Find your best-performing tweets
Whenever you want to retweet your best-performing tweet, go to your Twitter Analytics’ Top Tweets. (Direct link to your Twitter Analytics: https://analytics.twitter.com/)
Twitter will show you your top tweets in order of descending impressions for the past 28 days. If you wish, you could adjust the timeframe in the upper-right corner.
Step 3: Retweet
Click on the timestamp of the tweet you want to retweet. A good rule of thumb is to pick tweets with a high engagement rate.
(Note: You have to click on the timestamp. Clicking on anywhere else will only bring up a window of the tweet’s activity)
The tweet will be opened in a new tab. Click on the retweet icon, and you’ll be asked if you want to retweet that tweet to your followers. Select “Retweet”.
The tweet will be immediately retweeted so you would want to time your retweet. Try to wait a few days or weeks from the day that the original tweet was published and preferably choose a different time from the original published time.
If you wish to schedule your retweets, we would love for you to give Buffer a go. Here’s a 14-day free trial.
And that’s it!
Whilst we loved re-sharing our top tweets, it’s best to avoid doing that now since Twitter has updated its rules. The next best alternative we have found is to retweet your top tweets. A simple, well-timed retweet can increase the reach and engagement of your tweets, without annoying your followers. This is a strategy that few brands are taking advantage of right now. So I would recommend experimenting with this and see how well it does for your brand (especially before this becomes a common practice!)
Let us know how it goes for you?
(If you disagree with this practice, we would love to hear from you, too. It’s always helpful to have thoughtful discussions, and we can learn together.)
Please find a Twitter marketing tip to get you standing out from the competition:
Create a Lead Generation Card or Lead Generation Cards!
Every tool reducing the number of steps in capturing a lead should be explored, and while links that get people to your site or landing page are great, why not get people subscribing to your mailing list with one click in Twitter?
These lead generation Twitter cards will allow you to capture an email address and the Twitter account attached to it. If you like, you could use an offer to entice people to sign up.
Other users of Twitter cards have found that open rates and click through rates on their email Newsletters are much higher on their Twitter leads, than other recipients of their newsletter.
Lead generation cards are easy to set up, and encourage visuals to attract your audience’ attention.
They could be used for promoted Tweets, or even pinned to the top of your feed to capture visitors to your profile.
If you like this Twitter Tip you might also like these hashtag tips.
This Twitter Marketing Tips was posted “By Mike Armstrong”
The average business has 200 followers on Twitter. To be above average you therefore need more than 200 followers on Twitter.
If you follow up to 2,000 *targeted people on Twitter your almost certain to have a lot more than 200 followers on Your account by the time people follow you back.
*If you need help with a strategy on how to target the right followers please give me a call on; 07517 024979 or email: @firstname.lastname@example.org
The How to be above average on Twitter page is posted “By Mike Armstrong”
Twitter gives you the ability to follow up to 2,000 accounts – Use them!
Follow your real world customers, suppliers and partners as well as Industry Trade Bodies, Associations and thought leaders.
With all the follows you gave left, follow the types of accounts that represent your target market so that when a large percentage of them follow you back, you will have the correct audience to communicate with!
*If you like this Twitter Tip you might also like these Twitter Tips:
The Twitter Marketing Tip for Beginners page was posted “By Mike Armstrong”
Follow and engage with real world Friends, Business Partners, Associations, Suppliers, Customers and Partners and use some of their @names in your tweets to help the tweets go further (as your real world contacts will usually retweet your tweets for you).
Additional Tip: This works even better if you use @names of real world contacts who already have lots of followers.
*If you like this Twitter Marketing Tip you might also like this Web Marketing Tip:
This Twitter Marketing Tip was created & posted “By Mike Armstrong”
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What You Need To Know About Twitter And Your NPO
Is Your Non-Profit on Twitter?
Twitter is a great platform for any non-profit organization. It’s not always the first platform people think off – that would be Facebook.
Facebook is a great place to connect with many people, share videos and images and have in-depth discussions and conversations with your audience. Twitter, however, can be just as powerful as Facebook yet needs to be looked at a bit different. With only 140 characters to work with and a much shorter post life than a Facebook post, tweets can be a powerful networking tool for your NPO.
In this article you will learn
How Twitter works for a non-profit
How to set Twitter goals
How you can create a Twitter strategy for your non-profit
How Does Twitter Work?
Twitter is a fast-paced social media platform. People tweet all day long, all hours of the day and night and there’s always a conversation to be had. Twitter users live all over the world, therefore tweeting around the clock allows you to reach and connect with a diverse and international audience. Many tweets contain links to industry-related articles and research. Twitter is a highly searchable platform and thus high in-demand by bloggers and industry experts.
Some great Twitter uses for NPOs are to
reach potential supporters and sponsors
support a fundraising campaign
How can your NPO use Twitter knowing what Twitter can do? That depends on your Twitter strategy.
Twitter and NPOs
Would you run a marathon without training? Would you be able to complete a marathon successfully, without a training plan? You wouldn’t be successful; you might not even finish the race. Just like training and planning for a marathon, it’s imperative to your social media and Twitter success that you start with a plan. The plan you create should start with goals; what social media goals are you trying to accomplish? Need help?
Find 15 social media goals for non profits in this article.
Next step will be to combine your social media goals and what Twitter has to offer and create a strategy and get to work.
How You Can Create Your Twitter Strategy
To show you how to create a working Twitter strategy, I am taking one of the goals mentioned in the linked article and I will use it as an example of how to turn a Twitter goal into a strategy. I want to show you how a goal can transform into actionable steps to attain that goal.
Example – Strategy to get local recognition and media attention using Twitter.
Step 1 – Research!
Find and connect with local news stations, journalists and reporters. *Twitter lists are very helpful in connecting with a large group of people like this. Check to see if any of the local journalists have such a list.
Follow other local non-profits.
Find one or two locally used (and active) location hashtag(s).
Find a local calendar of (charity) events.
Take your list of all your local sponsors and supports and follow them.
Take note of what is currently being tweeted, locally, about NPOs. Is it human-interest stories? Events? TV appearances? Charity giving? Pleas for help?
Step 2 – Update Twitter Branding for local recognition.
Make sure your bio reflects your location.
Display your website and your NPO status.
Display your logo.
Personalize your Twitter background and colors.
Step 3 – Converse and be consistent.
Start sharing local stories, highlighting local events and mentioning other non-profits, making sure to use the local hashtag(s) you found. Mix those in with your regular scheduled tweets.
RT relevant stories from the new connections you’ve made and answer their tweets if they ask questions or try to engage.
Offer help in spreading awareness, event promotion and tweeting out content. Then do it. Consistently and happily.
Be present on Twitter to monitor and respond to local conversations. Add to the conversations when appropriate.
Step 4 – Pitch/Launch Your Story/Event/Fundraising Campaign on Twitter
Tweet out content re: your story, event or fundraising campaign and ask for RTs.
Tweet @ local news stations and journalists, asking for support.
Use a call-to-action in your tweets.
Be specific in what you will ask your audience to help with
Support your Twitter campaign with email marketing, post of your other social media platforms and other types of marketing.
Step 5 – Follow Up!
Thank each and every one of your Twitter supporters.
Continue to support other NPO and local events.
Ask how you can help your community.
Analyse your tweets and their effectiveness.
You can easily substitute a different social media goal and come up with a new Twitter strategy.
Leaving Twitter on the Back Burner Leaves Money There as Well!
I strongly believe that Twitter and non-profit social media strategy go hand in hand. One of the main goals of any NPO is to get money and funding, am I right? Let me ask you this: who has money? Companies! Ding ding ding; you got it right! And where are companies and local businesses connecting on social media? Twitter! And just like you (should be), local businesses are connecting with news outlets and journalists. Therefore, if you connect with one, you connect with the other.
Having been part of a relatively small non-profit right here in Myrtle Beach, I’ve seen the power of Twitter work several times, turning tweets into opportunities and opportunities into money for the non-profit. One example that comes to mind it a law firm who responded to our tweet (tweet was a call-to-action asking for sponsorship money). They responded and became a sponsor for our event. Another time we asked for donations and items for our golf tournament goodie bags and again we got a response and we got results. The same non-profit also established connections with local reporters on Twitter and when we announced that our board president won a national award, he was interviewed on TV. That opportunity, being able to be on TV, directly resulted in more sponsorships. (‘we saw you on TV and want to be part of your mission’)
Now that you’ve read my account on how Twitter could help your non-profit with just one strategy and one goal, do you think that if you had several goals Twitter could be even more powerful?
Let me know your thoughts!
Do you think using Twitter can enhance your social media strategy?
Do you see potential for using Twitter for your non-profit?
What goal do you want to start with and what tactics will you use on Twitter?
Dorien Morin-van Dam
Owner at More In Media
Dorien is the face behind the orange glasses and is founder of More In Media, a social media consultancy. She consults with clients in the non-profit sector, retail and service industries, as well as PR and community associations. Besides social media consulting and management, she enjoys teaching, speaking, blogging, networking and running marathons. Proud to be Dutch by birth and American by choice, Dorien makes her home in Myrtle Beach, SC with her husband, 4 kids and 3 labradors.
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The Twitter tips for NPO’s page was posted “By Mike Armstrong”
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The 5 Biggest Twitter Mistakes You Are Making Today
About 50 percent of my week is spent on Twitter (This falls under my job description. Seriously.) Both personally and professionally, I’m drawn to the openness of the network and the ability to find and connect with people from all over the world. I spend my Twitter time browsing my feed for current events or trending topics, interacting with my connections and participating in (or running) Twitter chats. I’ve come across my fair share of really amazing and successful activity on the network. I’ve also seen quite a few missteps along the way.
I realize not everyone is a Twitter expert, but there are certain standards that all should know to truly stand out and best connect on the social channel. In this post, I’ll outline the five mistakes I most often see others make as they engage on Twitter:
Avoiding Twitter chats or not engaging in the correct format
Not giving due credit
Absence of lists
Ignoring tactics used by influencers
Avoiding Twitter chats or not engaging in the right format
Twitter chats are an often-overlooked tactic that can greatly benefit a person or organization. They are happening all the time: every day of the week at just about any hour. Here is a great, ongoing list of all the chats around. I jump in two to five chats per week. While a chat usually lasts a full hour and can be a big time suck if you’re participating in many each week, that doesn’t mean you shouldn’t give it your full attention. Even if you do jump into the chat late, do your best to catch up by searching for the discussion questions and getting up to speed.
The Twitter chat format is pretty straightforward. The moderator of the chat phrases the first question with “Q1” in front of it, then participants are supposed to use “A1,” “A2,” etc. at the beginning of their answer (do not use the “Q” unless you’re the one moderating.)
The connections you can make from joining these weekly conversations are unlimited. The bond formed from routinely meeting online produces the same rewards as doing this in person. With so many times/dates/topics, not joining in a chat here and there is certainly a missed opportunity.
Twitter’s inherent openness can seemingly encourage eavesdropping (both warranted and creepy). This kind of listening can be invaluable in finding new prospects or members of your community, but rudely butting into conversations and self-promoting is not welcome by anyone’s standard.
If you come across a dialog that you want to jump on, first do a little research. Make sure you’re not assuming your brand is a good solution. Do your due diligence to find out that person’s situation and needs. If so, take a lighthearted approach and don’t speak in absolutes. Offer your input and then wait. If the person is not interested, politely see yourself out of the conversation.
Not giving due credit
When an individual gets published, whether they’re a writer or not, it’s a big accomplishment. Writing takes research and attention, not to mention dozens of edits. It’s really rewarding to see others take notice and share content via social channels.
If a site is set up for easy sharing, the handle of the author, publication or both populates in the tweet. If not, it might take a quick search to make sure you’re referencing both correctly.
Mentioning the individual and/or publication is best practice for giving credit where it’s due. Plus, it alerts the author that you found the post valuable and wanted to share it with your community. Just a mention might trigger a new relationship leading to new opportunities.
Absence of lists
Twitter lists can be a time intensive endeavor to create and maintain, but are useful to keep track of the vastness of Twitter. Twitter allows you to openly connect with just about anyone and this leads to a great number of connections. Lists help keep a sense of order.
Lists can be made public or private- public to allow others to utilize the group or private to keep personal tabs on users. Public groups can be a great way to show your community that you see them as an expert in a certain category. If maintaining lists really is beyond your reach, start by subscribing to a few. You can see how others curate them first, then follow suit.
Ignoring tactics used by social media influencers
Reputations don’t just magically appear. Social media influencers are just that because they’ve worked hard to get there. Check out what Jay Baer, Gary Vaynerchuk or Mari Smith have to say about engaging on social. They have the experience and the stats to support their tactics.
Follow their advice, but always take it in stride as to how you can apply it specifically to your brand. Research other experts in your industry and follow and engage with them on Twitter. Often, these influencers will be listening and may even respond right away!
Avoid these Twitter pitfalls and you’ll be on your way to mastery of the social network. I’m always happy to chat and help guide your way through the craziness- tweet me @sprout_sarah!
photo credit: ktpupp via photopin cc
Social Marketing Specialist at Sprout Social
Sarah Nagel is passionate about bridging online and offline communications. She is dedicated to providing value to others through knowledge, advice or job opportunities. Sarah appreciates the ever-changing landscape of social media and loves learning about new tools and platforms. She is a strong advocate of brands using social as a recruiting, sales and as an R&D tool, among other functions, and sees the incredible value of social business. Sarah works as a Social Marketing Specialist at Sprout Social Inc. in Chicago, Illinois and focuses on outbound, proactive marketing efforts across social media channels.
The post The 5 Biggest Twitter Mistakes You Are Making Today appeared first on SteamFeed.
For more on this Twitter article or other marketing see:
The 5 Big Twitter mistakes page is posted “By Mike Armstrong”