Your brand marketing could have been more successful on Musk's beloved Twitter
In the process of doing market research for our clients recently, we were asked this question: "Why is Tesla active on Twitter instead of Facebook? Isn't Twitter the platform with the lowest user adoption rate now?"
From the data results, it is correct. According to the latest survey from the Pew Research Center, only 23% of surveyed users in the United States use Twitter, the least of all major social media platforms, and Facebook the most.
But if we can see from Tesla's social media matrix settings, Tesla does not have a Facebook homepage, the Twitter homepage is its earliest established brand homepage (2008), and now has 15.8 million followers; while its boss Musk is Super influencer with 97.2 million followers on Twitter.
Data Global Social Media Data Marketing Management Platform - Marketing Cloud
The Tesla-related brand + founder’s personal IP has gained a terrifying 110 million followers on Twitter. What lessons and guidance does this phenomenon have for brands’ social media marketing?
First and foremost, don't ignore the power of Twitter.
Nowadays, many brands use Twitter as a "micro-official website" to publish official brand information when doing overseas social media marketing. This is due to the limitation of the number of users on the Twitter platform and the limitation of gameplay (such as the lack of AR, VR, filters and online games, etc.), resulting in that the marketing methods on Twitter are not as diverse as other platforms, and the brand's expectations for the effect of Twitter marketing will not be too high.
However, it is also introduced in the first domestic "Overseas Social Media Marketing White Paper" that through more comprehensive and in-depth social media data and management methods, it can help overseas brands to release the main value of social media for performance growth and brand growth. The same goes for Twitter marketing.
While Twitter is not currently the most adopted social media platform, it was also the platform with no change in adoption for three consecutive years in the Pew Research Center's survey. That is, Twitter users are affectionate and loyal.
Just as Musk frequently posts three or four times a day on Twitter, Twitter marketing is very important for brands and their personal IPs.
Data Global Social Media Data Marketing Management Platform - Marketing Cloud
Secondly, let's take a look at how to stimulate the effect of brand marketing on Twitter?
Feedback from 4 core data to optimize Twitter marketing and posting.
Knowing yourself and knowing your enemy can help you win a hundred battles. If you only care about followers and interactions for Twitter marketing, you will never be able to unleash the true power of Twitter marketing. Based on years of overseas social media marketing experience, Marketing Cloud hopes you can monitor the following 4 Twitter data more closely:
Average interaction per post: This data is a measure of the average level of Twitter operations in a certain period. First of all, clarifying this data can help operators establish a "baseline" and become a reference for measuring subsequent operation effects.
Thousand fans interaction rate: Thousand fans interaction rate is the key data provided by Marketing Cloud, which can help brands and competing products horizontally compare marketing effects. Under the premise of different posting volume and fan size, how the Twitter homepage’s operating effect compares with competing products is an important reference data.
Fan growth rate: The number of fans is an important goal of brand social media marketing. It is also an increase of 1,000 fans. For a homepage with only 100 fans and a homepage with 10,000 fans, the effect it represents is different. Therefore, through the marketing cloud, you can directly draw the growth of fans in a certain period (nearly 28 days/month/quarter/year, etc.) compared with the previous period.
Popular post data: The data performance of posts is always changing. Screening popular posts through different dimensions and analyzing them in a targeted manner will help brands understand user preferences and prepare content closer to users’ needs. Through Marketing Cloud, you can view the changes in the popularity of posts by using the most interactions (sum of likes and comments), and the data of individual likes, comments, and retweets as filter conditions.
Posts with high likes: direct interaction
Posts with many comments: Building a bridge to communicate with users
Pilaf posts: Expanding the reach of branded content
And optimize the content of the post according to different marketing goals.
The above four core data of Twitter marketing can be mastered with one click through the "social account monitoring" function of marketers. Different time periods (day/month/quarter/year/custom) can be freely set, and the corresponding data reports can be viewed in real time and regularly generated to save time and allow marketers to focus more time and energy on in-depth data analysis and strategy optimization.
Tesla's Facebook page was deleted in 2018, due to Tesla boss Musk's denunciation and distrust of Facebook's fake news, political networking and other issues.