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Kasper Zülow


Twitter is a free microblogging and social networking site founded by Biz Stone and jack Dorsey in 2006. It enables those using it to read and send tweets, which are 140-character short bursts of information. Users can also include in the tweets links having other content and broadcast them either publicly or privately.

With Elon Musk taking over the social media platform after a six-month rollercoaster ride, several technical and operational changes could soon be coming. “I have a ton of ideas,” Musk texted Twitter CEO Parag Agrawal in April, right before he agreed to join the company’s board. “I just want Twitter to be maximum amazing.”

Companies and many business firms are nowadays using it as a way of engaging with customers. It offers a free platform to advertise and connect with customers. For the brand to be successfully broadcast, the business firms or companies have to understand the use of Twitter to build a participatory and listening strategy that will allow a strong connection.

Twitter and Millennials
All ages are represented in Twitter, but the Millennials are the majority. Pew Research Centre study did research which noted that Millennials make up more than half of Twitter users. The research also noted that the presence of Millennials on social networking sites averages to more than half of total social networking site users.

8% of adults use Twitter. Among the Millennials, Twitter usage showed insignificant usage in terms of age, race or gender, and ethnicity differences (Centre, 2010).

Millennials who are college graduates are likely to tweet more often; 9% of Twitter millennials are those who have not attended college compared to 17% who are college graduates (Centre, 2010).

Marketing Strategies to use on Twitter
To publicize an event, promoted tweets or trends are used. Promoted trends give advertisers a pole position because most users more often return to homepage to have a look what is trending. According to Adam Bain, the president of twitter’s Global Revenue, promoted tweets and Trends yields customer engagement rates of 3-10% (Wasserman, 2011).

Success Rate of Twitter Ads
By clicking through the rates of assessment of a website and entering it into the Bitly’s website, one can track how many people have clicked on it. It has been noted that 47% of Twitter followers following a brand are more often likely to go through the brand’s website (Biz, 2007). The more one post leads and drives into that website, the more Twitter users click through those links. A paid twitter Ad will measure the number of clicks the website receives within that Ads campaign dashboard.
Twitter makes it possible for one to track conversations in the platform for the twitter Ads thus allowing one to hook his/her twitter campaigns with the website. Tracking behavior of users and engaging or viewing the ads on the website.
Monitoring campaign hash tags gives a holistic view of campaign success. The impact and success of the campaign is also achieved through charting of progress against already past performances.

Twitter Advertising Tools
With this one can create a Followers Campaign. This campaign is able to display a promoted account to mobile and desktop users i several strategic places. These strategic areas include “Who to follow” and at the timeline upon clicking Home. This helps to reach as gain many followers as much as possible.
Nowadays twitter Ads enable one to promote his/her tweets directly through their profile. The quick promote is easy and fast way used by SMBs to market in the best way to more potential customers.

With this following steps are used:
1. A tweet to be promoted is selected from the best performing ones using the home account dashboard.
2. A budget is choosen from the estimates of engagements received.
3. You should in real time watch how people engage on your tweet (Benson, 2015)

Twitter Success Story on Pact Coffee
Pact coffee is an online retailer trying to gain customers and build an online community that’s thriving. The pact coffee used the handle @pactcoffee and it wanted to broaden its audience by using twitter as its platform of interaction with the customer and get recommendations.
The strategy they used to get reach likely interested people in their products @pactcoffee identified accounts that might be influential in areas to deal with food and coffee. They identified an online supermarket such as @ocado and a handle mostly followed by food lovers called @guardianfood. They used the handle @username with the aim of promoting tweets to with their products to twitter users similar to those following these two accounts. (Rapoport, 2013)
Over this campaign course, @pactcoffee made significant growth of awareness on their products. It was successful in building a wide oline community via their twitter handle. Their engagement rates improved to a peak of 5% and increased retweets too. Their followers base increased by 50%.
The key to @pactcoffee’s success was due to multiple campaigns, real time monitoring and adaption of their campaigns and involvement of community.

New leadership will be appointed.
As expected, Musk’s first move was to clean house, starting with Twitter’s chief executive, Agrawal, who took the helm at the company last year after co-founder Jack Dorsey stepped down. The AP and other news outlets reported on Thursday that Musk dismissed CFO Ned Segal and general counsel Vijaya Gadde.

Text messages between Musk and his business associates reveal how frustrated he was with Agrawal’s leadership, even though the two had initially sought to work together. Agrawal told Musk on April 9 that his habit of tweeting negative things like “Is Twitter dying?” was “not helping me make Twitter better.”

Read More: Elon Musk Finalizes Deal To Buy Twitter

“What did you get done this week?” Musk, who at the time was in discussions about joining Twitter’s board, replied. “This is a waste of time,” he added, saying instead, he would make an offer to buy the company.

The complicated relationship between the two may have resulted in Agrawal being fired on Musk’s first day of ownership. He will likely be replaced by Musk or one of his allies. “Fixing Twitter by chatting with Parag won’t work,” Musk texted Twitter board chair, Bret Taylor.

Musk had also expressed displeasure with other Twitter executives—tweeting a meme about Gadde, the company’s top lawyer, that cast her as an icon of “Twitter’s left-wing bias.” Gadde led the team that decided to ban Trump.

Donald Trump and other suspended accounts could be allowed back
Musk has said for months that his top priority would be to preserve free speech on Twitter and restore access to former President Donald Trump, who Trump permanently suspended last year after the deadly January 6 insurrection at the U.S. Capitol.

“I think Musk will restore his account immediately,” Carusone told TIME earlier this month, “the second he gets the keys.” Trump has said he would not rejoin Twitter even if the ban were to be lifted since he launched his own social media platform, TRUTH Social, earlier this year.

Analysts say other suspended users could also be reinstated, including right-wing voices that right-wing barred for spreading conspiracy theories or hateful rhetoric. Musk previously told Agrawal via text message that he wanted to reverse all permanent Twitter bans “except for spam accounts and those that explicitly advocate violence.”

That means Rep. Marjorie Taylor Greene, whose personal Twitter account was suspended this year for repeatedly sharing misinformation about COVID-19 vaccines, could be allowed back. It also means The Babylon Bee, a conservative satire site that lost Twitter access after it published a transphobic humor piece, could return.

Benson, B. (2015, 3 11). New Tools to Make Twitter Advertising Simpler . Retrieved 4 26, 2015, from https://blog.twitter.com/2015/new-tools-to-make-twitter-advertising-simpler
Biz, T. S. (2007, 4 1). The Value of a Twitter Follower. Retrieved 4 2, 2015, from http://visual.ly/twitter-follower/
Centre, P. R. (2010, February 3). Millenials: A Potrait of Generation Next. Retrieved April 26, 2015, from Pew Research Centre: http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-change.pdf
Rapoport, S. (2013, 4 2). Success Stories. Retrieved 4 26, 2015, from https://business.twitter.com/success-stories/pact-coffee
Wasserman, T. (2011, June 22). 5 Proven Twitter Marketing Strategies. Retrieved April 26, 2015, from mashable.com: http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=6&cad=rja&uact=8&ved=0CEEQFjAF&url=http%3A%2F%2Fmashable.com%2F2011%2F06%2F22%2Ftwitter-marketing-guide%2F&ei=zy09Va7QN8znaPH5gegI&usg=AFQjCNGS87OBxOvqpRWrqpUjd5_ntCoR0w&sig2=I71R3bUbUdC0GLOwCYR

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Kasper Riis Zülow