Twitter is one of the most actively used social media platform in the World. It allows users to share news items, gossip and opinions relevant to events of the day. Messages and tweets can contain videos, text, images and hashtags within a limit of 140 characters.
2 main activities businesses gain influence
- Indegree Influence
Number of followers = Size of the audience
- Retweet Influence
Number of retweets = ability to generate content with pass-along value
So, how do businesses improve their influence?
Let’s look at how these four areas of communication on Twitter and how this can be used to gain influence.
- Message formulation and language,
- Native platform behaviour,
- Reciprocity and
1. Message formulation and language
A message’s formulation is inclined to relate to how it is perceived by the audience. Examples of such communications are the use of
- exclamation marks – indicates strong feelings or high volume
- question marks – engage and interact with consumers
As seen on H&M tweet, H&M tweeted a video with a rhetorical question on their caption. This creates emotions on their followers.
2. Native platform behaviour
It refers to the use of communication tools native such as posting of photos/videos, using hashtags. Using such tools, businesses are able to draw their content with larger audiences. Not only will they catch the attention of their followers, but also to their followers’ followers with the increase number of retweets. Hashtags also make it simpler for users to search for a specific information. Providing help to users to find what they are looking for may also be perceived as maven-like behaviour and related to influence.
As seen on Fenty Beauty’s Twitter, Fenty Beauty advertised their new product by posting a tweet. It contains an image of their product with #profilterconcealer. Tweet has over 1.8K retweets.
Reciprocity is the total number of followers, retweets and likes.
NARS has a relatively huge amount of followers, retweets and likes. This shows that NARS is paying attention to the content posted by their consumers and a form of interacting with them.
The twitter variables for persistency are the month & year joined and the total number of tweets. The number of followers and retweets grows over time. Higher volume of tweet increases likelihood of more consumers following and sharing the content.
Victoria”s Secret has created their Twitter profile back in 2009. Over the years, they managed to accumulate to 11.2 million followers with their frequent updates on Twitter.