Tag Archive | "Twitter"

Here’s how to use Twitter to dominate the Google search results

If you want to displace negative content or build a strong brand identity, Twitter can help, says Contributor Chris Silver Smith. Here are 10 ways to use tweets to dominate page one on Google.

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Digital Marketing News: YouTube Beats Facebook, Twitter Verify for All, Gen Z Bailing on Social

Social Media Statistics 2018

Social Networking Platforms’ User Demographics Update 2018 –  The most widely-used social media platform in the US isn’t Facebook. It’s YouTube. This new report from Pew Research explores data from the top social networking platforms for 2018 including YouTube, Facebook, Instagram, Pinterest, Snapchat, LinkedIn, Twitter and WhatsApp. MarketingCharts

Forrester Says Only 15% of B-to-B Marketers Are Fully Compliant With GDPR – According to results of a report released this week by Forrester, only 15 percent of b-to-b marketers are fully compliant with the General Data Protection Regulation (GDPR), while 18 percent are still wondering what to do. In fact, of the 66 marketing professionals surveyed in January, less than half of marketers had even even assessed all points from which they collect data. AdWeek

Why Consumers Leave E-Commerce Sites and Apps Without Purchasing – An item’s price and its shipping costs, along with not being able to find the right item are among the top ten reasons why consumers have abandoned a brand’s online shopping system, according to an Episerver report compiled from a survey of over 4,000 consumers worldwide. Ayaz Nanji of MarketingProfs takes a look at this report in his recent piece “Why Consumers Leave E-Commerce Sites and Apps Without Purchasing.” Marketingprofs

Twitter may eventually let anyone become verified – Someday Twitter may allow any user to get a verified account, If the intentions company chief executive Jack Dorsey recently made come to pass. During a recent livestream Dorsey expressed a desire to allow more Twitter users to achieve the blue checkmark giving to verified profile, as part of a goal to increase openness through the firm’s health metrics proposal. Colin Lecher explores Dorsey’s statements in his recent article in of The Verge, “Twitter may eventually let anyone become verified.” The Verge

Twitter moves to boot meme stealers and accounts that force tweets to go viral – Twitter has taken suspended the accounts of several users with hundreds of thousands and up to millions of followers in an attempt to counter so-called “tweetdecking” and other methods for gaming the firm’s current system. Adam Rosenberg takes a look in his Mashable piece, “Twitter moves to boot meme stealers and accounts that force tweets to go viral.” Mashable

Gen Z is quitting social media in droves because it makes them unhappy, study finds – Generation Z consumers may be spending less — or in some cases no — time on social media, because the platforms can make them unhappy, according to recent research from Hill Holliday, despite nearly 80 percent of participants in the study noting generally more benefits than drawbacks to social media site use. Oliver McAtee takes a closer look in Campaign US’s “Gen Z is quitting social media in droves because it makes them unhappy, study finds.” Campaign

‘An engineered feel-good factor’: Why autoplay video will persist – Autoplay video ads may be one of the industry’s biggest collective sins yet are not likely to go away anytime soon, according to a survey explored by Lucinda Southern in her recent Digiday piece “‘An engineered feel-good factor’: Why autoplay video will persist.” Digiday

Content Marketing Statistic

The 5th Wave Of Branding: Brands That ‘Do’ – The latest insight into five waves of branding first begun by emotional branding pioneer David Ogilvy are being continued and expanded in Ogilvy & Mather chief executive Miles Young’s newly-released “Ogilvy on Advertising in the Digital Age.” Joe Mandese takes a look at some of the book’s new research in MediaPost’s “The 5th Wave Of Branding: Brands That ‘Do’” MediaPost

Why So Many High-Profile Digital Transformations Fail – Harvard Business Review examines the failure of several high-profile firms to successfully implement meaningful digital transformations, laying out the lessons we can learn from strategies that didn’t pay off. Thomas H. Davenport and George Westerman explore the details in “Why So Many High-Profile Digital Transformations Fail.” Harvard Business Review

AI, Content & Search: 5 Macro Market Trends for Micro Marketing – AI-enhanced content marketing campaigns, personalization, and increased awareness of the customer journey are all pieces of today’s online selling puzzle, each explored in the new piece by Andy Betts in Search Engine Journal’s “5 Macro Market Trends In AI, Content & Search.” Search Engine Journal

Google Images update: Captions added to images, pulled from the page title tag – Google Images has moved to show captions alongside mobile search results, and Michelle Robbins of Search Engine Land takes a look here. Search Engine Land

Google search results page displays answer without any search results – Google is showing answers in the search results without showing any organic listings or ads or anything but the answer. Search Engine Roundtable

On the Lighter Side:

Microinfluencers
Welcome to the world of “micro-influencers” and “nano-influencers” – Marketoonist

Amazon Says It Has Fixed Randomly Laughing Alexa Speakers – Bloomberg

TopRank Marketing (And Clients) In the News:

  • Steve Slater – Top 3 Tools For SEO – Digital Kaizen
  • Rachel Miller & Lee Odden – Top 100 Social Media and Marketing Influencers – Digital Scouting
  • Lee Odden – Top 30 Marketing Influencers for 2018 – ExoB2B
  • LinkedIn – Hotter than Hot: Introducing the New Secret Sauce Recipe for Marketing on LinkedIn – LinkedIn Marketing Solutions Blog

Be sure to check in next week when we’ll be sharing all new marketing news stories or you can follow us at @toprank on Twitter for daily news. Also, be sure to check out the full video summary on our TopRank Marketing TV YouTube Channel.


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Digital Marketing News: YouTube Beats Facebook, Twitter Verify for All, Gen Z Bailing on Social | http://www.toprankblog.com

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After 12 Years of Losses, Twitter Finally Turns a Profit

Even seasoned Wall Street analysts were a bit surprised by Twitter’s latest financial report for the fourth quarter of 2017. No, the surprise was not really in the amount of profit it made for that quarter but on the fact that the company made a profit at all—a first in its 12-year existence.

In an announcement, the San Francisco-based social media company revealed that it earned a profit of $ 91 million for the fourth quarter of 2017. This is a very big improvement for the firm which announced a huge $ 167 million loss for the same period during the previous year. In addition, its quarterly revenue was reported to be $ 732 million or a 2 percent increase from 2016’s fourth quarter level.

However, the company still posted a net loss of $ 108 million for its entire 2017 financial performance. But the figure is still viewed as a favorable development considering that the company posted an even bigger annual loss of $ 457 million in 2016.

“We’re pleased with our performance in 2017 and our return to revenue growth in the fourth quarter,” Twitter CFO Ned Segal explained. Aside from the 2 percent increase in the fourth quarter total revenue, he also highlighted that advertising revenue rose by 7 percent. He attributed the growth to improved user engagement and revenue products as well as better sales execution and higher advertiser ROI.

As expected, the market reacted positively to the company’s announcement. Twitter’s shares rose by more than 20 percent following the announcement.

While Twitter announced that its monthly active users grew to 330 million, up 4 percent from the previous year, there are still many issues that could hamper the company’s future growth. For one, it’s facing increased scrutiny after an exposé by The New York Times revealed that the social media website is populated with millions of fake accounts created for users who are willing pay to artificially boost their number of followers.

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Search Engine Land’s Community Corner: Staff changes at SEL, a new Google Twitter account to follow, and an awards reminder

This week brings a warm hello and a fond goodbye within the Search Engine Land team, along with another channel to stay up to date on Google search info, the Search Engine Land Awards and more honors for the search marketing community. Search Engine Land staff changes Good night and good luck, Jess…



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7 Examples of Brands Mastering Twitter for Social Customer Care

Twitter Customer Care

These days, there’s little doubt that social media is plays a pivotal role in a brand’s marketing strategy. After all, with roughly 2 billion internet users on social networks and counting, there’s massive reach and resonance potential.

But couple widespread adoption with shifting consumer preferences and expectations—and the smell of major change is in the air. Social media is no longer just a marketing tool and a space to encourage positive engagement with your audience, it’s a customer service opportunity that deserves every marketer’s attention and action.

As Dan Gingiss, McDonald’s Corporation’s Senior Director of Global Social Media, told me in his Behind the Curtain interview a few months back: marketers need to stop thinking that customer service is someone else’s problem:

“When we interrupt people’s social media feeds with marketing messages, we hope that they will engage with our fun and interesting marketing content. But sometimes, all we do is remind them that they had some other problem with our brand. Since social media is the first and only channel where customers can talk back, marketers need to listen and engage.”

Twitter presents one of the most unique and challenging social care opportunities. It’s real-time, fast-paced environment seems to be a go-to place for consumers to air grievances, call out for help or sing a brand’s praises—something Twitter itself has recognized.

“Fifty years ago, the 1-800 number revolutionized customer service. Customers suddenly had a free, live connection to companies from the comfort of their homes,” Twitter says in its Customer Service on Twitter Playbook. “We are at a similar inflection point for how brands deliver customer service: today, people are contacting brands via Twitter with the expectation of a helpful and human response; all on stage for the world to see.”

With that said, over the past few months, several B2B and B2C brands with social customer care programs have caught my eye on Twitter. Below I share some those brands and respective examples.

#1 – Amazon

From children’s books to groceries for tonight’s dinner menu, there’s no question that Amazon is revolutionizing the way we shop for nearly everything. So, it may not surprise you that they’ve stepped up to meet consumer demand for fast and personalized customer service on social media. In fact, like many brands are now doing, Amazon has a dedicated support account on Twitter: @AmazonHelp.

But what’s really impressive is that the Twitter helpline is equipped to offer support in multiple languages including English, French, German, Portuguese and Italian. In addition, customer service agents include their initials on all communications, which adds a human element. Finally, it appears that Amazon helpers are also on the lookout for opportunities to engage with happy customers who haven’t even engaged them directly.

This example is sort of a roll up of these traits. With a customer expressing his happiness for being able to watch a series on Amazon Prime, Amazon responds with a question to continue the engagement and a GIF to make a splash—and all in Spanish, with the conversation carrying on for a few tweets.

Amazon Social Care Example

To me, all this signals their deep commitment to meeting their customer’s needs and building relationships. And from a marketing perspective, this certainly strengthens the value add of their brand and reinforces loyalty.

#2 – UPS

Like every courier service, UPS has an important job to do: get every package delivered to the right location, at the right time, and without any damage to the package contents. However, on a daily basis, UPS is tasked with delivering roughly 19.1 million packages and documents around the globe—so mistakes most certainly happen for one reason or another.

But for anyone who’s ever been waiting on a special package, mistakes really rile us up and we don’t really care what the circumstances are. After all, couriers are in the business of delivering—so if things go wrong, we expect a quick fix. To provide that fast service and meet their customers where they’re comfortable, UPS has established a customer service Twitter account: @UPSHelp.

What stood out to me, is that UPS utilizes Twitter’s private messaging feature. To resolve any issue, UPS needs the tracking numbers for the packages involved, which is private customer information. So, more often than not, you’ll notice a “Send a private message” option at the end of a tweet. This makes it easy for customers to take the next step to get their gripe resolved and protect their information.

UPS Social Care Example

#3 – Intel

While any organization engaging in social care is bound to field customer complaints, sometimes providing a great social care is answering simple questions and real-time troubleshooting.

Intel is a great example of a brand delivering precise recommendations and resources to help their customers troubleshoot a range of issues. In addition, like UPS, Intel also leverages the “Send a private message” feature when appropriate to take a public conversation private. In the example below, Intel gives this customer everything he needs to solve his issue.

Intel Social Care Example

#4 – Constant Contact

Constant Contact has built its business on helping their customers communicate effectively with their respective audiences. So, it’s only right that they’d make easy and fast communication a priority by engaging in social care.

Like others on our list, Constant Contact has a dedicated customer service account on Twitter: @CTCTHelp. What I found interesting here is the proactive communication that’s happening. Customer service reps aren’t just responding to inquiries and complaints, but also sharing important information and reminders—from holiday best wishes and grammar tips to links to the latest product updates and bug fixes.

Constant Contact Social Care Example

#5 – Starbucks

After nearly 50 years in business and with thousands of stores worldwide, there’s no question that Starbucks has cultivated a massive and loyal following of coffee fanatics around the globe. But while the deep brand affinity Starbucks has built is a testament to their product and service, like any business, fans can be just as easily dismayed as overjoyed.

So—from a customer lamenting the end of a seasonal drink’s annual run and bad service experiences to a happy customer indulging in her first Peppermint Mocha of 2018—Starbucks embraces all feedback and makes it a point to respond to (apparently) every engagement with the brand on Twitter. To really drive it home, Starbucks appears to be continually monitoring related hashtags and even non-tagged mentions of the brand, to level up its “we’re here for you” persona in real life and on Twitter.

Starbucks Social Care Example

#6 – Buffer

The award for calming, empathetic and personalized social care goes to Buffer. Whether someone is throwing out an idea for improving the platform or experiencing a performance issue, Buffer helpers make a serious effort to let folks know they understand their frustration, are there to help and can work to find a solution. Also, whoever is responding to a request or complaint always signs their full name within the Tweet, adding an extra human touch and level of transparency.

Below is a great example. The user is asking for some scheduling information guidance, and Buffer’s Octavio delivers with a detailed, personalized and upbeat response.

Buffer Social Care Example

#7 – LinkedIn (client)

There may be no better endorsement of the importance and benefit of embracing customer service on Twitter than other social networks taking part in it all. Such is the case with LinkedIn. Through its dedicated @LinkedInHelp account, the LinkedIn Customer Service team is standing at the ready to offer guidance and help troubleshoot issues.

As with others mentioned in this post, LinkedIn helpers provide personalized responses to users, signing each message with initials or a full name. While the example below is a simple and easily remedied issue, the service rep attached a screenshot to make it easy for the user to find the menu item they’re looking for, but also added additional troubleshooting instructions just in case.

LinkedIn Social Care Example

Great Social Care = Better Brand Experiences

While most social customer care programs are likely administered by a brand’s customer service team, the marketing department can and should be a dedicated partner. At the end of the day, more and more people are using Twitter and other social media sites to share their brand experiences—and those experiences not only have the potential to impact a brand’s identity, but they’re also gold mines for marketing insights.

The bottom line? If your brand isn’t on the path to providing social customer care, now is the time to consider making moves. As social media becomes increasingly embedded in our daily lives and culture, brands have the opportunity to use social care as a marketing advantage and relationship building tool.

What brands have caught your eye on Twitter for their social care efforts? Tell us in the comments section below.


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Twitter Doubles Its Character Limit for Select Languages

Twitter is about to address one issue that has annoyed users of the social media platform for the longest time – its restrictive 140-character limit per tweet. On Tuesday, the company finally announced that it is now doubling the character limit per tweet from 140 to 280 characters.

However, the expansion to the new 280-character limit will not be applicable to all languages supported by the platform. The new cap will be imposed on select languages such as English, French, Portuguese and Spanish but the 140-character limit will still be used for other languages like Chinese, Japanese, and Korean according to Tech Crunch.

Apparently, some languages like Japanese, for instance, only require fewer words to express the same amount of information as compared to other languages such as English. According to company data, 9 percent of English tweets reached the 140-character mark while only a minuscule 0.4 percent of Japanese tweets were observed to reach the threshold, Business Insider reported. In addition, most English tweets have 34 characters compared to the 15-character tweets common for Japanese users.

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SearchCap: Bing Ads keyword tool, SEO cost & Twitter AMP

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Biz Stone’s Return to Twitter Boosts Stock

Twitter’s prodigal son has returned after six years, and shareholders are sitting up and taking notice.

According to multiple reports, shares of the social media company were boosted by the return of co-founder Biz Stone. Following the announcement, midday trading saw stocks climb by 2% before closing at 1.35% to $ 19.49 in New York. Company shares have surged by 21% in the past three months.

The rebound was a welcome development for Twitter, which took a blow last year after the exodus of its top executives, retrenchment of 9% of its total workers, and a stock plunge. The company hit rock bottom when acquisition talks with Salesforce collapsed.

Apparently, Stone accepted the invitation of Jack Dorsey, another co-founder who returned to the front office two years ago, to usher the company into the future amid the threat posed by growing competition.

In a blog post, Stone revealed that he’s not looking to replace anybody in the company. Instead, he will be resuming the role that he played before he left Twitter in 2011.

“My top focus will be to guide the company culture, that energy, that feeling,” he said. “It’s important that everyone understands the whole story of Twitter and each of our roles in that story. I’ll shape the experience internally so it’s also felt outside the company.”

But a bump in Twitter’s market value after Stone’s return doesn’t necessarily mean a bright future ahead for the company. In fact, there are a few reasons why the Jelly founder probably won’t make much of a difference.

Aside from his ambiguous role in the company, which can still change in the future, things were really not that great when he was there. The issue with Twitter has always been its continued struggle with user growth. Only 60% of its 100 million monthly active users actually post a tweet.

The fact that Stone’s baby, Jelly, folded up and sold to Pinterest in just three years also does not provide much inspiration.

Finally, it’s unclear how Stone will be able to reverse Twitter’s fortunes, particularly when the company hasn’t significantly increased its social media footprint in recent years, unlike Facebook, Instagram, or even Snapchat, for instance.

Nevertheless, Stone is confident about Twitter’s future. As he wrote in his Medium blog, “Twitter has woven itself into the fabric of our global society. The world needs Twitter, and it’s here to stay.”

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Twitter Considering Premium Subscriptions for Marketers

The 11 year history of Twitter is a compelling model of how a simple and free user-centric content service, supported by advertising, can grow to have tremendous reach and an huge impact on culture. Facebook is another example on a larger scale. But the key difference between the two services is ad revenue. Unlike Facebook, Twitter just hasn’t been able to attract the ad dollars.

Journalist Andrew Tavani’s scoop a few days revealed what may be Twitter’s new initiative to drive revenue not from paid ads, but from paying users:

Tavani also noted that the ‘advanced TweetDeck’ monthly subscription fee Twitter is exploring in the survey is $ 19.99 and would have a list of marketer-centric features.

Shortly after Tavani’s sharp-eyed reporting took over the Twitterverse, company spokeswoman Brielle Villablanca confirmed with Reuters that Twitter is conducting a survey “to assess the interest in a new, more enhanced version of Tweetdeck. We regularly conduct user research to gather feedback about people’s Twitter experience and to better inform our product investment decisions, and we’re exploring several ways to make Tweetdeck even more valuable for professionals.”

This move is very similar to LinkedIn’s paid premium memberships and could prove to be a successful revenue booster for the Twitter. But as pointed out here, it won’t cure what fundamentally ails the business of Twitter.

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Trump Has Made Twitter Relevant Again — Twitter Should be Ecstatic — Instead They Are Conflicted — Blinded by Political Bias

Up until the campaign, Twitter was in my opinion fading from public consciousness, with Facebook starting to dominate as the place to go for breaking news. Trump single handedly changed that. Twitter is on top of the world with every news network, at the top of every TV news broadcast it seems they are referencing a tweet by President Elect Donald Trump.

Every company in the world would love this free attention, except maybe Twitter itself. Why, because they are a collective of leftists run by an extremely leftist CEO Jack Dorsey. They are at the cutting edge of banning those they disagree with, such as Breitbart reporter and gay conservative libertarian nationalist activist Milo Yiannopoulos. Twitter permanently banned MILO in July 2016 for what the company cited as “inciting or engaging in the targeted abuse or harassment of others.”

There are numerous other bans of conservatives and it’s clear that Twitter bans conservatives with one standard and leftist with another. For instance, BlackLivesMatters, which makes pro-communist tweets, says fuck capitalism, says police are dangerous and tells kids not to trust them and calls ex-Breitbart CEO and primary Trump advisor a white nationalist without any evidence… is alive and well on Twitter.

The question is… Is Twitter a business anymore, or just another leftist political site? If it is, then it needs to take legal responsibility for ALL posts from its users. If it’s going to edit out political speech from those it disagrees, then it’s starting to move into the territory of being a news site rather than a platform. Right?

At the Recode conference yesterday, Twitter CEO Jack Dorsey said per the Guardian:

Asked how he felt about Trump’s use of the service, Dorsey said: “Complicated”.

“I feel very proud of the role of the service and what it stands for and everything that we’ve done, and that continues to accelerate every single day. Especially as it’s had such a spotlight on it through his usage and through the election.”

It sounds as if he really meant… Conflicted. Conflicted by his and his employees leftist views at possibly (eventually) the expense of his companies shareholders?

Can you imagine if Twitter banned a President Trump? I can.

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