Top 3 Social Media Marketing Goals for Twitter

Twitter, the highly popular 140 characters microblogging platform, currently has over half a billion active users. Twitter’s CEO, Dick Costolo, has the ambitions to make the social network the “world’s first global town square”. The social network has great potential to drive traffic to your site and turn potential leads into actual customers. However, it’s often difficult to set realistic goals to help grow your social presence on Twitter.

Before you start setting measurable goals, implement mobile usage first in your social strategy. With most users only turning to Twitter’s mobile app to keep them updated, any brand should leverage mobile into its Twitter strategy. For example, it’s important to insert links to mobile-friendly sites. Adding enough relevant hashtags is another way to find out more about a topic without having to browse a new window.

But, what are the top 3 social media marketing goals for Twitter?

1. Boost Engagement

Most brands still use Twitter for broadcasting or blunt marketing messaging instead of engaging with their audience. Many marketers say boosting your engagementis actually the most important goal of all. Address your Twitter following in a personalized manner with your own great content rather than just sending out meaningless tweets.

Have you ever considered tweeting over the weekend? Many brands haven’t yet, and it’s said to increase engagement more than on week days. Through automation, it’s easy to schedule these tweets without having to put in extra time.

So, how can you measure how well you’re engaging on Twitter?

• Replies

Keep a close eye on the frequency in which people send tweets to your own corporate Twitter handle. This will give you a great view of how many people are willing to interact with your brand on Twitter.

Note: although your Twitter account should incorporate a certain degree of automation whenever you reply to tweets, be sure to limit the amount of automated, scheduled interactions.

• Retweets

Retweets are the best possible way for a tweet to drum up an audience and get more people to visit your links (which is one step closer to visiting your website). To help promote retweeting, oddly enough, you actually have to ask for a retweet and spiff up your language with clean wording and a catchy headline. Add links to your tweets, keep it short and simple, and don’t be afraid to ask for a retweet.

• Mentions

The number of mentions can be seen by everyone, and, unlike replies, they’re actually very valuable because everyone in your following can see them. Investigate how often tweets include your company’s Twitter handle inside the tweet. Mentions are a great means to help increase brand awareness and social credibility.

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