Marketers Tailor Twitter Pitches to Conversation Types

by | 3 minute read

If you’re work­ing with clients on their social media strat­e­gy, it’s like­ly that you’ve dis­cussed Twit­ter. The microblog­ging site lim­its mes­sages to 140 char­ac­ters and is extreme­ly pop­u­lar with spe­cif­ic con­sumer groups. More mar­keters are check­ing out Twit­ter and twitterusing the site’s tools. One way to improve tar­get­ing with Twit­ter may be to under­stand the types of con­ver­sa­tions con­sumers are hav­ing on the site. Pew Research recent­ly out­lined 6 dom­i­nant types of Twit­ter con­ver­sa­tions.

Over­all, Twit­ter reach­es about 14% of the total U.S. pop­u­la­tion and these users com­prise 18% of online con­sumers. Pre­vi­ous Pew research has shown that these con­sumers are like­ly to be younger, on aver­age. In addi­tion, Twit­ter does very well with His­pan­ic and African Amer­i­can con­sumers. When con­sumers turn to Twit­ter, spe­cif­ic con­ser­va­tion­al pat­terns emerge. Pew ana­lysts have noticed that the inter­ac­tion between lead­ers and fol­low­ers is impor­tant and has sig­nif­i­cance for a vari­ety of rea­sons, includ­ing mar­ket­ing:

  • Polar­ized Crowd: Con­sumers may belong to 1 or 2 groups that are on oppo­site sides of an issue. Researchers say these Twit­ter users ignore each oth­er and use dif­fer­ent hash tags to fol­low what is hap­pen­ing on their side of the issue.
  • Tight Crowd: Twit­ter often expe­ri­ences a surge when a small­er group of peo­ple con­nect because of  a spe­cif­ic top­ic or time-lim­it­ed event. Exam­ples of these instances are pro­fes­sion­al con­fer­ences or con­sumers who enjoy a spe­cif­ic hob­by. These peo­ple may be close­ly con­nect­ed and inter­act with each oth­er.
  • Brand Clus­ters: Con­sumers who are fans of a spe­cif­ic brand – prod­uct or ser­vice, or a celebri­ty may inter­act with Twit­ter. These con­sumers are gen­er­al­ly ‘dis­con­nect­ed’, espe­cial­ly if the group is large.
  • Com­mu­ni­ty Clus­ters: Con­sumers who are inter­est­ed in infor­ma­tion hubs and are often influ­enced by a thought leader. These groups could come from around the world or the local com­mu­ni­ty.
  • Broad­cast Net­work: Twit­ter has proved to be pow­er­ful on the break­ing news front. These folks may not be con­nect­ed to each oth­er or inter­act with each oth­er because the main focus of these com­mu­ni­ca­tions is to obtain infor­ma­tion.
  •  Sup­port Net­work: Some mar­keters are using Twit­ter ser­vice accounts to man­age their cus­tomer com­plaint issues.

As mar­keters explore Twit­ter, they might want to con­sid­er the type of con­ver­sa­tions they want to tap into with their mes­sages. As mar­ket­ing grows more per­son­al­ized, some mar­keters might try to tar­get lead­ers in spe­cif­ic con­ver­sa­tion­al hubs in an attempt to get their mes­sage to go viral. Twit­ter has recent­ly expand­ed its TV ad tar­get­ing prod­uct line to help mar­keters reach con­sumers who are tweet­ing about spe­cif­ic shows.

To learn more about Twit­ter users, check out the Audi­ence Inter­ests & Intent Report avail­able at the Research Store on ad​-olo​gy​.com.

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-own­er of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.