To tweet or not to tweet? Make the most of every 140-character missive with these campaign strategies.

Facebook has been dominating the social media landscape for what feels like forever, but in recent years, Twitter has become just as valuable for digital marketers. As with any marketing tool, there are easy ways to gain overnight Twitter popularity for your brand. You can pay various services to see a quick boost in followers, clicks, or app installs, but keep in mind that you are strictly paying for numbers — not viable leads or engaged consumers. Take a step back and look at social media for what it truly is: an opportunity to build meaningful relationships with your target audience.

Twitter, in particular, presents a unique opportunity to interact directly with real consumers who have a genuine interest in your products or services. But how to engage, you ask? Start with these five tips:

1. Establish Clear Objectives

Before starting any campaign, you must establish clear objectives. After all, it will be impossible to accurately assess the success of your marketing efforts without determining tangible goals by which to measure it.

Think about the action you ultimately want your social followers to take, and plan your Twitter campaign accordingly. Do you want to increase followers, encourage engagement, or promote user-generated content? Outline your brand goals, and build a social strategy that will help you achieve them.

2. Encourage Engagement

Effective use of social media is all about consumer engagement. The more you can encourage interaction, the better. Whether it’s a contest, Q&A session, or live tweeting event, directly communicating with fans gives your brand a human face and shows people you genuinely appreciate their support.

3. Do Your Research

“Conducting thorough research is vitally important to your social campaign,” says Shayna Robinson, L&T’s Public Relations Manager. “Don’t put money behind promoting on Twitter (or anywhere for that matter) unless there’s a good chance of a return on your investment.”

One of the most common mistakes a brand can make is to blindly throw advertising dollars towards social campaigns with no data to back up their decisions. Taking the extra time to research keywords, campaign types, hashtags, and target audiences, for example, will pay off in the long run.

4. Conduct A/B Testing

A/B testing is an essential to help you make all those important data-driven decisions. Robinson tells us that running ads with different copy, images, headlines, and CTAs for each campaign “will help you understand the type of tone and visual media that resonates with your target audience.”

5. Adjust Your Bid

Bidding is a great way to win visibility over competitive ads, but don’t be too set on how much you should spend.

Increase or decrease your bids, gauging how each change affects your reach, engagement, and conversions. You may be surprised to find you don’t always have to bid high to see results. While the value of your bid is certainly a factor in determining your eligibility for ad space, quality and relevance of content also play a large role.

Above all else, keep your Twitter campaign fun and relatable. Social media platforms give you a chance to converse with fans and increase brand awareness. Make the most of this opportunity by establishing goals that are backed by thorough research and data-driven decisions.

Longneck and Thunderfoot offer social media management services to build a vibrant audience for your brand across all media channels. Learn more about social media and PR here.

Author Adela Fine

After graduating from Wesleyan University with a BA in psychology, Adela ​joins L&T​ as the newest member of our​ social team. She has previously ​worked at startups in San Francisco and New York Cit​y, specializing​ in social media management and content generation. In her free time​,​ she enjoys exploring New York and is currently on a quest to find the best donut in all five boroughs.

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