Twitter is arguably one of the harder social media platforms to master. With 284 million active users, as of August 2015, it’s one of the largest social media networking hubs, beating Google+ and Skype, and only losing out to Whatsapp and Facebook, as well as Chinese equivalent social media sites, such as QQ.
Twitter revolves around short sharp statements, known as microblogs, and the use of hashtags. Because the amount of text that can be placed on a tweet is limited (140 characters), the words chosen must be considered and concise, and the hashtags must be original, but memorable. This all sounds obvious, Twitter’s been around for a few years now and most people have a fair idea how to use it. However, Twitter is one of those things that’s easy to use, but hard to master. For example, if the hashtag used is already a popular one, then it could be lost in a sea of other people using it, or it could be met with anger because it’s unoriginal. On the other hand, a popular hashtag spreads far faster, and can spread the tweet to a wider audience. Furthermore, an original hashtag might be a popular, but not reach a wide audience.
Since hashtags are now used on most social media sites, it’s crucial to be an expert in their use and appropriateness, especially on Twitter. However, remember to use the right hashtag, otherwise you could find yourself in hot water. Pizza company DiGiorno used #WhyIStayed, not realising that this was originally used by sufferers of domestic abuse. Naturally this was met with a huge backlash, but it does illustrate the point that using the wrong hashtag can be just as significant as using the right one.
Because Twitter is very much an immediate social media site, it’s important to keep up to date with what’s happening in the wider world. Possibly the most famous, and one of the most successful, examples of this was done by Oreo. During the 2013 Superbowl, there was a blackout. Oreo capitalised on this situation with the tweet stating ‘you can still dunk in the dark’, which proved hugely successful, being retweeted 15,000 times within 14 hours.
Finally, it’s important to get your audience to engage with whatever it is you’re trying to do, as this encourages the reach of the tweet to grow organically. In 2012, Domino’s Pizza ran a one-off campaign with the promise that if people used #letsdolunch in their tweets, Dominos would knock £0.01p off their large pepperoni pizza, but the campaign would only run over lunch. The pizza was knocked down to only £7.75 from £15 and proved a huge success. The campaign went so well because it engaged with its audience by giving them incentive to spread the word.
Obviously, some tweets naturally soar and others come crashing to the ground, but if you follow these simple tips, then you’ll be on your way to running a successful twitter campaign in no time!