Probably we have one of the best marketing technologies in the future.
Quite a scary experiment conducted by scientists from the University of Michigan (USA) Steven R. Wilson and Rada Mihalcea – they were able to teach the neural network to predict the actions of social network users in real life (not online!) on the basis of information about their past actions.
Despite the fact that the experiment was difficult and time-consuming, the researchers were able to ensure that the results of neural network predictions come true more often than simply guessing.
Using the public Twitter API, scientists have collected data about users who wrote in their accounts things like “eat pizza”, “watched a documentary”, “a walk with the dog”. It assembled a huge set of data based on the posts 200 thousand users. It was able to identify that they make about 30,000 daily activities. They were split into “activity clusters” in groups and began to train the network to distinguish between a high-level group. For example, “caring for Pets and playing with them” or “consumption culture through concerts, exhibitions, cinema” etc.
Additionally, a survey was conducted among 1000 U.S. Twitter users about their activities in real life for one week in order to clarify the classification of activities.
Only the phrases with an exact match to structure type, “I went to the gym.” were taken into account. All messages that could be interpreted in different ways, were cut off. Each user profile has managed to gather information about 3 200 posts – so much to explore Twitter allows third-party companies and scientists.
Then the neural network for user profiles was to predict their further actions in the near future. And that some problems were implemented. Not all prediction models that were built, scientists were able to overcome the indicators of “random guessing”. But in some groups, activity classes of the neural network was the best predictor, then “at random”.
What does this mean for marketers and users of social networks
The work of the Michigan researchers foreshadows the technology “targeting the predicted activity.” If the development of “predictive neural networks” will continue, soon we will be able to see in social networks a function of targeting audiences like “people who next week will go to the dentist” or “people who gathered at a football match”.
But users of such social networks may not like, if the knowledge that information about their online activity used by advertisers, Internet users started to get used to tracking their movements in the offline and the bombardment is in accordance with future actions and planscan scare them.
It all seems fantastic at first glance, however, ongoing research makes reality not so. Maybe today it is worth considering – and whether to report to Twitter, Instagram or Facebook that yesterday you “went on night and day hobo-bikers” or “let the orange clouds on the window sill”?
It is curious that described the study was funded by including money DARPA – the Management of perspective research projects of the Ministry of defense. As you can see, the military is also experiencing some interest in machine prediction of the actions of people in real life based on data from social networks.
Over the past few years, an increasing number of brands have decided to invest money and time on Twitter – for many companies, a popular social network is becoming a key component of a Social Media Marketing strategy. Despite the fact that many posts have already been written on how to maintain your profile, many companies still make mistakes and do not get the expected result from Twitter. Therefore, it’s by no means superfluous to remind once again, properly behave in tweet space.
Do not drop the case halfway
Setting up a Twitter account “just like that” is a bad idea. After six months, tweets will cease to appear, users will gradually unsubscribe, the account will be abandoned and will slowly grow into a web. And what could be worse than the official profile of the company, where the last tweet was made several years ago?
So once again, think about which social networks you really need accounts for and which ones you can pay attention to.
Do not put anyone at the helm
It’s not a fact that a young man who hangs all day in social networks will be able to competently maintain a Twitter account of the company. Look for a competent specialist who can communicate with the audience, and not just post a photo and make an appointment.
Take care of the look
A Twitter profile is another face of your brand, so treat it with due care. Take the trouble to choose a beautiful background and a suitable profile photo.
Don’t be a soulless robot
Users do not want to communicate with the brand, they want to communicate with a person! – memorize this phrase. A faceless account is not interesting to anyone. Not sure how to add character to your account? Take an example from accounts of already known companies.
Think first, then write
In order to succeed on Twitter, you need to stand out and not be like everyone else. However, do not rush into expressing your original, contradictory and sometimes confusing thoughts – formulate your tweets very clearly and clearly.
Make useful contacts
Twitter is not only fun posting photos. Subscribe to people who may be useful, interesting to your company – in this way, it will be possible to establish communication that will positively affect your business.
Do not buy followers
Quality should be ahead of quantity – do not chase left and unnecessary users. Focus on a real audience.
Do not think only about yourself
You plan to use Twitter to promote your own content, right? Wrong! If you want to get truly loyal subscribers, you should be useful to them, and first of all, the content that you post. Sadly, a fact – your own will not always fall under this definition. And therefore do not be greedy and do not be lazy – post links to blogs of other companies, interesting notes in the topic, etc.
Listen to others
Keep track not only of what is being said about your brand but of all the discussions that are somehow related to your area.
Sell, but do not impose
On Twitter, as in any other social network, the attitude to spam and advertising can hardly be called positive. However, if you talk about your services, for example, when answering a user’s question, hardly anyone will be glad.
Twitter has grown to nearly 500 million users. Making the most of ad revenue, according to eMarketer, Twitter will earn $ 259.9 million this year.
An advertisement on Twitter, wrapped in 140 characters, integrates with the user experience (user experience), allowing you to customize relevant displays, choose payment methods.
Ad relevance is based on the similarity of user interests.
A unique feature of advertising on Twitter is that users can interact with ads at various levels: click on links, retweet, @ reply to messages, add to favorites.
Twitter advertising can address some common marketing goals, including:
Promotions: recommended for urgent events.
Brand Awareness: Allows advertisers to interact with a potentially new audience.
Followers: Pay-per-follow grows a follower base and uses this audience for future promotions and dialogue.
Twitter has three types of ads:
1. Promoted accounts
When an advertiser promotes an account, Twitter identifies accounts that are similar to an advertiser’s account. The social network can recommend Promoted Accounts to users who follow similar accounts.
The price of each follower depends on the demand for a specific audience (more demand, more expensive follower). This allows the brand to quickly build its own base of subscribers – friends who are ready to read its messages on Twitter.
2. Promoted Tweets
Promoted tweets appear right in the general stream, among ordinary tweets. The brand selects keywords and when searching for a user on Twitter, he will be shown an advanced tweet. Payment is made for interaction (click, reply or retweet).
3. Promoted Trends
Promoted trends are displayed in the list of Hot Topics (Trends) by popular hashtags and keywords marked “Promoted”.
Promoted trends – not the cheapest type of promotion, but it is one of the most effective, allowing you to collect a huge number of impressions in a short time.
Despite the opportunities that Twitter provides in India, such advertising is still not a popular promotion tool among online agencies.
As long as Twitter exists, so many users think about how to correctly publish messages in the service so as not to be considered a spammer and not lose followers. It turns out that there are certain rules that allow the Twitter user to “save” their face in the microblogging service and not become too intrusive. So, putting together the advice of a Social Media Marketing guru, we get the following list NO:
Direct messages work well and please users if they do not look automatic. When sending someone a message, try to make it as personalized as possible. You should not use tools to send new automated direct messages. Do not forget that social media is about a person and for a person. And if someone started a dialogue with you, support him, do not leave messages unanswered.
Following on the mechanics
You should not blindly follow everyone who has followed you. This will not add to your popularity, but the tape can clog pretty much.
Hashtags allow you to organize tweets around one common topic. But agree, read a message like:
“It is interesting to read bit.ly/)N*(Y^@78 #seo #social #searchengineoptimization #laseo #nyseo #search”
is not very comfortable. When users get bored with seeing such three-story piles of hashtags in the stream, they unsubscribe. No chance to follow again.
In addition to hashtags, users are not able to endure for a long time those whose posts are entirely composed of inspirational quotes. Be more original, create something of your own (even if it will be a link to some website). As it turned out, Twitter users are much more relaxed about the links than the constant tweets of “smart thoughts of smart people.”
When you send 10 tweets at a time, this does not increase the likelihood that you will be noticed. It also does not increase the chances that someone will click on one of your links. But the likelihood that your tweets will be ignored or follow you up increases significantly. You can somehow understand and forgive the high concentration of tweets in the mornings, but even then, more than 5 tweets published right away greatly annoy subscribers. By the way, studies show that the number 1 reason you can follow is that you tweet too often.
However, among my list of “no” in the first place are the check-ins. Until now, I can’t understand the users whose messages all consist of the location where they are currently located. What do they want to say by that? And what do those who fall asleep on the tweet feed with links to Instagram plate photos want to say? In general, automatic services that allow you to broadcast messages on Twitter are a clear evil for the microblogging service.
What Twitter habits annoy you? Let’s discuss in the comments.
A few years ago, words like Twitter, tweet, hashtag, and retweet were part of a dictionary of a limited number of people on social media. But today, the social network, with 140 million active users who make 340 million tweets per day, has established itself as a key player in the social space.
Buddy Media and global research company Booz and Co, submitted a report according to which, 2.77% of marketers call Twitter one of the three highest priority social platforms. 78% of users interact with brand tweets in the form of retweets, and only 2% of participants leave the answers that form the basis of the conversation.
From December 2011 to February 2012, Buddy Media analyzed the activity of users with the largest brands on Twitter. We present to your attention a small tweet cheat sheet based on the results of the study:
Weekends are good for relaxing and tweeting
User engagement on Twitter brands is 17% higher on Saturday and Sunday compared to weekdays. But brands do not take advantage of this. Only 19% of all branded tweets are published on weekends, spending time posting on Wednesdays and Thursdays when engagement is lowest.
The key to success is content planning. Use various auto-posting tools to tweet on weekends, even if no one is in the office.
The best days for tweets depend on the field of activity
Clothing Brands and Fashion: Perfect Time – Saturday and Sunday
Although follower engagement is highest for the industry on weekends, only 12% of brands tweet on Saturday and Sunday. In fact, weekends bring a 30% higher engagement rating than the average rating for this industry, and Thursday has the lowest participation rating.
Entertainment: Key Days – Sunday and Monday
Compared to the rest of the week, tweets published by entertainment brands on Sunday and Monday receive a 23% higher engagement rate than the average, and on Thursday the lowest.
Media Companies: Saturday is the best day
Publishing brands are often unable to interact with followers on Saturdays. User engagement on Saturday is 29% above average. Perhaps users want to know the news and events over the past week. However, only 7% of publishing brands tweet these days.
Sports: Tweet on weekends, especially when big games are taking place.
Unsurprisingly, people are much more likely to interact with sports brands on Twitter over the weekend (52% more than on workdays).
Monday is in third place in terms of interaction activity. This reflects the fact that most sporting events are held on weekends, and they are actively discussed on Monday. However, only 9% of brands tweet on Saturday.
Tweet when followers are busy
When brands tweet during the so-called “peak hours” ( from 8 a.m. to 7 p.m. ), they get 30% more engagement than during free hours (from 8 p.m. to 7 a.m.). This even applies to tweets posted on weekends.
Twitter is a source of real-time news, so followers use this social network to be the first to be in the know. Fortunately, brands succeeded here, and 64% of them tweeted at that time.
When free – post to Facebook
While Twitter’s highest user activity is evident at peak hours, Facebook is showing the opposite trend. On Facebook, messages in “free time” (from 8 pm to 7 am) interact 17% more than during peak hours. This is because messages in the Facebook feed can remain at the top of the user’s news feed, even if he has not visited the social network all day.
On Twitter, a huge number of new tweets quickly squeeze one another out of sight, making it difficult to find them if you don’t regularly follow them throughout the day.
Plan the schedule and frequency of your tweets
Tweet more often in the days and times that are best for you, but do not overdo it. There is an inverse relationship between daily publication frequency and engagement. Optimal – tweet four times a day, no less.
Tweets work better when they are short. Are you disappointed that only 140 characters are available to you? In fact, you need to write even less! Messages with less than 100 characters have a 17% higher engagement. In addition, by leaving little space on Twitter, you allow followers to add their own text when replying.
Links attract more retweets
A link with a short tempting description gives followers an irresistible urge to click. Messages containing a link receive 86% more retweets than without them.
But the interaction dies when the links are broken. Check links: 92% of them may be inactive, forcing users to copy and paste the link into the browser.
Use the hashtag and watch how engagement grows
Tweets using # hashtags double the user’s engagement on tweets. However, only 24% of branded tweets contain hashtags.
But do not abuse them! Not more than 1-2 in the message. Such tweets get 21% more engagement compared to those who use more hashtags. When using more than two hashtags, a 17% drop in engagement is noted.
Despite the fact that followers cannot immediately see the image, like on Facebook, the regular publication of pictures increases user engagement by 2 times.
Ask for retweets
Sometimes it’s enough just to ask your followers to retweet the message. Of course, you should not do this very often, but such messages receive 12 times more retweets.
Retweeting is an easy and very effective way to get ahead of your competitors on Twitter. However, only 1% of brands use this opportunity.
At the same time, the appeal made in full: “RETWEET”, is shared 23 times faster than with the abbreviation “RT”.
Tweet cheat sheet as above:
Use Facebook and Twitter to constantly interact with Twitter followers during “peak hours” (7 am – 8 pm), but Facebook posts during “free time” (8 pm – 7 am).
Tweet four times a day, no less.
Use less than 100 characters in your message.
Add Twitter links to boost retweets.
Make sure clickable links.
Use hashtags in your tweets, but no more than two in each post.
Use pictures to increase engagement.
Use calls to action: write Retweet rather than RT. This increases the chances of retweets.
Twitter is a great opportunity for brands to quickly and easily engage a huge audience in two-way communication. Let this cheat sheet help you better understand and use Twitter effectively to interact with your followers.