Twitter, originally utilized for people to connect and engage with their interest has evolved into quite the marketing machine. It’s rare these days not to find a company or business in the “twitterverse”. It has developed into a tool for companies to use to connect with their customers and to create relationships. It has taken word of mouth to a whole new level and has provided an opportunity for the consumer to have a voice.
Once it has been decided that Twitter is the right platform for your company there are plenty of options and ways to maneuver Twitter to reach a larger following. Twitter offers various marketing methods through paid engagement. This can be a promoted tweet, a promoted account or a promoted trend. A promoted tweet will be seen by an audience that you target but has a short lifespan. Promoted trends can be expensive but offer the widest audience being seen by millions of global Twitter users. Lastly, the promoted account advertises brands, creates awareness and presence that has a longer shelf life. Depending on what your goals and objectives are having the right plan and method can benefit your company or business.
To start you will need to set a budget, how much would you like to spend per engagement? Once this is decided you’ll have a better idea on the overall ROI you will receive. Let’s say you set a budget of $2 per follow. If your budget is $25,000 your overall following would increase by 12,500 people. (If this were to reach the total budget) You have to think now, is 12,500 new followers worth $25,000?
If you think about whom you follow it would likely be things or people you are interested in. If you have the interest of the people step one is already complete. For example, if Sportchek is having a sale on winter items and decides to use a paid engagement to spread the word you are not only reaching potential followers, these are also potential customers. This creates awareness to drive business to your stores. Even if you reach your $25,000 budget, engagement and awareness will continue through retweets. It also allows you to keep the followers you’ve gained and they will continue to receive information past the campaign.
While paid engagement can be a great tool it does have to be a good fit for your company and factoring in all these items will assist in helping to determine if it will work for you. Although you may see a bump in your following you also have the option to review the analytics. Although the measurement process isn’t a perfect tell all you can take a look at your reach, fan engagement, view your increases and see what ads really hit home with your audience. When used the right way I would say that paid engagement has a lot of potential value if done the right way.
http://adexchanger.com/data-driven-thinking/the-case-for-twitter-investment-an-roi-focused-attribution-approach/
http://www.quora.com/How-much-is-a-Promoted-Tweet
https://business.twitter.com/solutions/promoted-tweets
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