Increasing social media fondness has given a boost to social media marketing. Twitter, one of the favored social media channels for business, has seen rapid growth in recent times. But Twitter marketing also comes with a few drawbacks. Marketers many a times do not consider the inefficiencies and focus only on the advantages which result in failure in the promotion strategy. Here we have listed some of the advantages as well as disadvantages of Twitter Marketing for a business.
Pros
Multiplicities of Ads
Twitter lets a business promote its brand in various forms, for example, “promoted tweet”. A promoted tweet lets a particular tweet to be pushed on to the timelines of users that match your target segment, which encourages them to follow the handle and can even click on the links on the tweet landing up to various business pages of your brand. Businesses can also promote trends, which appear in the search box in the app and on the left side of the timeline on browser.
Reach
Reaching millions of twitter users is a benefit for any particular business looking for reach. Thanks to Twitter’s segmented databases it reduces time for companies to narrow down their segment and can hit their targeted section’s timeline in no time.
Shortened URL:
Twitter allows shortening the URL for any target webpage of your brand on which you need users to land up. It also saves the characters being used in a particular tweet giving more space for the message as well. With the recent update on twitter, it shortens the URL as much as it can just by updating the number of characters used in the URL and inserting into the post. Simple huh!
Scheduled Tweets
Businesses now can schedule Tweets to be posted in the future. Both organic and promoted-only Tweets can be scheduled for future delivery, and as needed, coordinated to go live with new or existing campaigns. Anything that can be planned in advance can be scheduled, such as new product releases or regular updates. In addition, you can use this feature to publish Tweets on the weekend, evenings, or other inconvenient times — to keep your Twitter presence lively around the clock. Tweets can be scheduled up to a year in advance and to 1-minute regularity. Apart from it, several online tools are available such as Hootsuite, Twittimer etc. which allow you to schedule tweets when you are unavailable for tweeting. Very helpful!
Cons
Expensive
Not to forget that the twitter promoted trends cost very high in comparison to other social media ad cost. The high cost of twitter marketing can be one of the major drawbacks for the companies that want to promote their brands on twitter!
Difficult to derive the correct ROI
It becomes a challenging job to derive the ROI for investment made in Twitter Ads. For example, say someone clicked on the ad by mistake and it gets counted in the data as a click for the ad but that’s a wasted click for your business!
Spamming
Promoting on twitter rigorously can prove a business as a spammer too! Once a business is on twitter the behavior of that particular handle is being judged and if that is too disturbing for the people less interested in your product/services they can negate your business’ reputation even without your knowledge. Tough thing!
Marketing on social media is easy and fun but it comes with many disadvantages and hence before stepping up social media activities you must be aware of all the possible consequences. Twitter is one of the most widely used social media platforms and has a user database that can boost any business at any given point of time. But to choose twitter for promotion one must have patience for interacting and engaging with users honestly, which will help the business in the long run.
