The following post was featured on Mediavataar. you can view the full post here.
In this series, let’s focus on Twitter strategy.
Do you really care about Follower/ Follow Ratio these days ? The strategy doesn’t hold good these days to just follow for the sake of it if you have no intention of reading what they say. Don’t fake it !
But what really would matter is the total number of retweets. A great way to measure efficiency and value provided and people voting with their clicks - an all in one metric is # of Retweets per Thousand Followers
Follower Retweet% is also a great metric to identify if you are appealing to a larger community than your own.
A myth that this series aims to break for all those aiming to move ahead is that Twitter is not a broadcast channel. It’s not like TV/ Radio/ Magazine Ads or Press Releases. It’s a conversation channel where an audience relevant to your brand engage in a conversation with you. You may want to re-read the next line.
Twitter is not for pitching. Twitter is not for pitching. Yes, that’s written twice because it cannot be emphasized enough. Many people make the blatant mistake of promoting and pitching on Twitter. That’s the first step to signing off your twitter death. Twitter is for enriching the value of the ecosystem by participating, the key here is PARTICIPATING!
In our last series, we spoke about various Klout metrics. We can choose the metric reflecting the twitter strategy and monitor progress using that to ensure the strategy is a success. Every individual/ brand’s strategy is different and there is no one shoes fit all!
Have you taken the time to look at the analysis table with trend indicators that Klout provides ? That’s an interesting metric to go by as it shows where you are headed.
With Facebook and other platforms now realizing that platforms are getting bloated with fake and spammy users, its a wake up call for marketers as well. Twitter isn’t an exception to this rule either. If your followers are following more than 2,000 people, the chances are they are non legitimate and not really monitoring your feed!
There are 4 important metrics that can aid as a guidelines to a great strategy -
2. Churn Rate
4. Sentiment/ Intention
If you were reading this to pick up some shortcuts, you are going to be disappointed. But the good part is with hard work, the structured approach, tools and metrics you have a formula for success here.