Twitter marketing is increasingly mainstream, and businesses using the platform need to do more to ensure that their social media content stands out. According to a study from researchers at Carnegie Mellon University, the Massachusetts Institute of Technology and Georgia Tech entitled Who Gives a Tweet, just one-third of Tweets have relevance to followers.
While Who Gives a Tweet suggests the share of Tweets that users find compelling is relatively high given the myriad uses of Twitter, social media marketing campaigns must be centered on content that appeals to ideal followers and prospects. Any material that does not add value or create interest is a wasted opportunity and could negatively impact a prospect’s opinion of a company.
Other rules for social media marketing campaigns to live by include brevity, positive tones and adding a brand’s unique perspective to trends or developments, the report suggests.
Brafton recently reported that social media marketing has provided businesses with several benefits, but the most frequently cited was improved brand awareness. Lead generation (cited by 81 percent) and website traffic (cited by 88 percent) were also top advantages.
