According to a recent study done by RBC Capital Markets and Ad Age, Twitter could challenge Google and Facebook in terms of advertising potential in the coming years. In a recent Forbes article, Mark Mahaney of RBC states, “Twitter has displayed very robust growth in key metrics and we have confidence that this momentum can continue as the company develops its advertising platform. What’s more, Twitter is one of the best plays off two of the biggest secular growth trends in the internet space: the rise of the mobile internet and the migration of TV ad budgets online.” As most companies are looking to move their advertising online, Google and Facebook continue to be major players in the world of advertising because of its use of ads within the interface. Ads are always placed at the top or side of the screen on both sites but Twitter has the unique distinction of existing between the space of commerce and conversation.
A good example of this is the recent Game of Thrones twitter campaign from HBO. Using the hashtag #Roastjoffrey last week, HBO created a virtual internet roast of one of the most hated characters on the show: King Joffrey Baratheon. Season Three of Game of Thrones ended earlier this year and Season Four won't start until next year so HBO brilliantly used twitter to keep the show and its characters on everyone's mind by simply tapping into the pent up feelings of its viewers. The range of funny comments were phenomenal and it ended being a great a case study on how effective twitter could impact advertising in a non-traditional way.
So how can you use this information to get the most out of your twitter account?
Start with these 3 tips:
Learn how to create a persona on twitter that goes beyond selling a product. Don't always go for the quick sale. Rather, try to foster relationships with consistent content and customer service.
Laughter is always the best medicine and this is especially true on Twitter. Whether it's a viral video or a witty response to a question, people love to share humorous things. Even if you never watched Game of Thrones, the content of the online roast is very funny and it simultaneously provides proper context for those who want to learn more about the show and why that character is hated.
Don't think of Twitter as a one-way avenue for advertising because that often leads to a dead end. Instead, think of Twitter as a two-way street. Start by asking your readers questions or responding to their personal concerns. If your company wants to be known for customer service, developing a call and response system on Twitter can be very helpful to your brand identity.
Finding the sweet spot between commerce and conversation on Twitter is difficult but the reward of successfully navigating the two is well worth it.