Assessing the True Value of a Twitter Strategy

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For most of us, even though Google+ made it’s appearance, Facebook is the acclaimed poster boy of social networking, and we normally channel all our efforts and resources to improve our social connections through Facebook. Twitter remains a far second, and at times taken just a notch higher than YouTube and LinkedIn.

The challenge turns into a nightmare if the Internet marketer makes attempts to broaden his marketing perspective and include in the campaign equation Twitter and other social media networks. Amid all the discussions and claims regarding the true value of these social media networks by so-called experts and gurus, it is best for those who are engaged in serious marketing campaigns to take a brief break and decide which network gives you the best value.

Targeting a Single Network

Given its level of activity and growth, Twitter is definitely the current buzzword. When planning to channel your resources to just one specific network, you have to consider several key parameters.

You have to assess the social network’s growth over a period of several months and compare the trend with that of the previous years. Try to determine the direction it is taking and its relevance in the near future. You must also focus on the value that you can obtain from such social interaction through the network by taking a close look at the quality of engagement from the user’s perspective. Will it make a positive difference? That is what you need to determine.

Assessing the Value of Twitter

The true value of Twitter can be determined by considering the CTR. As far as the performance of your Twitter strategy is concerned, it is all about the clicked links within the tweets that matter. In an informal study that was performed by an Internet marketing service provider, it was noted that 8 in every 10 engagements at Twitter involved clicking on the link within the tweets.

Aside from the high points obtained on this particular performance metrics, we must also focus our attention to the larger picture, and take into account the current trends on the Internet. Everything is now going mobile.

In a recent industry survey, results showed that 13 percent of adults who are online own a Twitter account, and more than half of the users who own a cell phone access their Twitter account through their mobile gadgets. The same survey also showed that the usage level of Twitter users that belong to the 30 – 49 years age bracket has increased by more than 100 percent since November of the previous year.

Additionally, Twitter posted a growth of 182 percent in terms of the total number of mobile users compared to the same period last year. This translates to an average of 460,000 new Twitter accounts created on a daily basis. To date, the average tweets sent per day is now at 140 million, which is 90 million more than the number for the same period last year.

Conclusion

These numbers are strong indications that we need to push for a stronger Twitter strategy, and devise a program that will harness the full potential of this social network. And while going through the specifics of your Twitter campaign, you must always think mobile.

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