Increasing social media fondness
has given a boost to social media marketing. Twitter, one of the favored social
media channels for business, has seen rapid growth in recent times. But Twitter
marketing also comes with a few drawbacks. Marketers many a times do not consider
the inefficiencies and focus only on the advantages which result in failure in
the promotion strategy. Here we have listed some of the advantages as well as
disadvantages of Twitter Marketing for a business.
Pros
Multiplicities of Ads
Twitter lets a business promote
its brand in various forms, for example, “promoted tweet”. A promoted tweet
lets a particular tweet to be pushed on to the timelines of users that match
your target segment, which encourages them to follow the handle and can even
click on the links on the tweet landing up to various business pages of your brand.
Businesses can also promote trends, which appear in the search box in the app
and on the left side of the timeline on browser.
Reach
Reaching millions of twitter
users is a benefit for any particular business looking for reach. Thanks to Twitter’s
segmented databases it reduces time for companies to narrow down their segment
and can hit their targeted section’s timeline in no time.
Shortened URL:
Twitter allows shortening the URL
for any target webpage of your brand on which you need users to land up. It
also saves the characters being used in a particular tweet giving more space
for the message as well. With the recent update on twitter, it shortens the URL
as much as it can just by updating the number of characters used in the URL and
inserting into the post. Simple huh!
Scheduled Tweets
Businesses now can schedule
Tweets to be posted in the future. Both
organic and promoted-only Tweets can be scheduled for future delivery, and as
needed, coordinated to go live with new or existing campaigns. Anything that
can be planned in advance can be scheduled, such as new product releases or
regular updates. In addition, you can use this feature to publish Tweets on the
weekend, evenings, or other inconvenient times — to keep your Twitter presence
lively around the clock. Tweets can be scheduled up to a year in advance and to
1-minute regularity. Apart from it, several online tools are available such as
Hootsuite, Twittimer etc. which allow you to schedule tweets when you are unavailable
for tweeting. Very helpful!
Cons
Expensive
Not to forget that the twitter
promoted trends cost very high in comparison to other social media ad cost. The
high cost of twitter marketing can be one of the major drawbacks for the
companies that want to promote their brands on twitter!
Difficult to derive the correct ROI
It becomes a challenging job to
derive the ROI for investment made in Twitter Ads. For example, say someone
clicked on the ad by mistake and it gets counted in the data as a click for the
ad but that’s a wasted click for your business!
Spamming
Promoting on twitter rigorously
can prove a business as a spammer too! Once a business is on twitter the
behavior of that particular handle is being judged and if that is too
disturbing for the people less interested in your product/services they can negate
your business’ reputation even without your knowledge. Tough thing!
Marketing on social media is easy
and fun but it comes with many disadvantages and hence before stepping up social
media activities you must be aware of all the possible consequences. Twitter is
one of the most widely used social media platforms and has a user database that
can boost any business at any given point of time. But to choose twitter for
promotion one must have patience for interacting and engaging with users
honestly, which will help the business in the long run.
