Twitter is not dead, you’re just doing it wrong


Are you meeting customers where they have conversations? Where they go to unwind? Where they go to educate themselves? In this day and age, the elusive location that will harbor most of your customer service inquiries is the many platforms of social media.


Just like kids’ cereal commercials circa the 1990s, social media is an important part of a nutritious breakfast media mix. And yes, that includes Twitter. The platform has recently experienced a resurgence in relevancy. Paired with Instagram, it’s where the youths and millennials typically hang out online. Looking at Americans who are 18-29, according to Pew Research Center: 40% of them use Twitter,  and 64% use Instagram.


If those folks aren’t your target audience, it can be seem hard to justify spending time on them, but you need to.



It’s really easy to focus just on Facebook. But trust us when we tell you Facebook is saturated with brands vying for easy attention. Users are now so bombarded by ads and sales-oriented messages it’s tough to cut through the noise, even when throwing cash at the algorithm with boosted posts. So why waste your budget when there are genuine conversations happening elsewhere?


Regardless of the industry, no matter the product you’re trying to sell, there’s a constituency of dedicated tweeters who follow along.



Our proof lies with our client Equipment Technologies and their flagship brand Apache Sprayers. In Q1 2019 (January-March) we began boosting our Twitter efforts as a means to further brand loyalty among existing customers, and to join in on the conversations within Apache’s industry and our results improved dramatically.


Apache Sprayers Twitter Results



This isn’t the most revolutionary thing you’ll read this week. But its value alone bears repeating. Investing time and money on social media means meeting your customers where they have conversations, where they go to unwind, and where they go to educate themselves about the things they need to know in order to do their jobs. Here are few things we did to increase our impact:

    • More than doubled the amount of tweets sent
    • Followed key media figures in the industry
    • Engaged with relevant posts and brand-adjacent hashtags


While these tactics won’t bring in an immediate avalanche of new website traffic, for the Apache Sprayers social channels we’ve seen a huge shift in enthusiasm among fans, prospective customers, and in a few cases, people who own products from competing brands. When comparing engagement rates of 2018 Q4 to 2019 Q1 our retweet count increased by 200% and favorite count increased by 242% for an overall 78% increase in our impressions.



The key takeaway: Don’t give up on your brand’s Twitter account and if you’re going to have a presence, have one. Twitter is great for building relationships and finding brand testimonials. Be active and engaged and use this platform for the things it’s good for — publish breaking news updates about your products and services, respond to customer service inquires or complaints, connect with potential brand advocates and social media influencers who can promote your business. As long as people are still tweeting, you should be tweeting back.


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