Connect with us

MARKETING

Does a Twitter Professional Account add value for brands?

Published

on

Does a Twitter Professional Account add value for brands?


Twitter Professional Accounts are now available to any user who comes to Twitter to do business. Converting is free and businesses, brands, creators and publishers who make the switch will gain access to advanced profile features, promotional tools and new features.

Buy what can you really expect if you convert? Here’s how to make the switch if you think it’s worthwhile.

How to convert

First, make sure you qualify for a Professional Account. Here are Twitter’s rules:

  • You must not have a history of repeatedly violating the Twitter User Agreement.
  • You must have a complete profile with an account name, a bio, and a profile picture.
  • Your authentic identity must be clear on your profile. Your profile must not feature another person’s identity, brand, or organization, nor does it use a fake identity intended to deceive others. Profiles that feature animals or fictional characters are ineligible unless directly affiliated with your brand or organization. Parody and fan accounts are not eligible for Professional Accounts.

Qualified? Congratulations.

Step 1. Click on  (More) > Twitter for Professionals. You’ll see a popup that promises “access to the tools you need to better connect with your audience, grow your brand, and increase your profits.” Click Agree & Continue.

Step 2. Select a category. You have more than 30 options. 

Pick the one that best describes your account. This will appear on your public profile.

Step 3. Select an account type. Your options are Business or Creator. You can change this later. If you manage a page for a brand, business or some other type of organization, then you’d select Business.

After that, you’ll be prompted to do the following (though you can skip any/all of these steps at this point):


Get the daily newsletter digital marketers rely on.


Customize your profile

What’s “advanced” in a Professional Account? Disappointingly, the only difference versus a regular account is a section called Edit professional profile (which lets you edit your Category) and gives you the option to show the category you’ve chosen on your public profile. 

Advertisement

Pick topics to follow

There are 15 top-level categories, including CareersBusiness and finance, and Technology.

If you choose Technology, you basically get a Twitter feed page featuring tweets all around that broad topic. You can choose whether you’re Not Interested or to Follow.

Scroll and you’ll see more topics and sub-topics. Select as many as you want and they’ll be added to your Followed topics page.

What would be useful here would be the ability to search Topics rather than just browse.

Promote a tweet

This capability seems pretty limited. It’s basically a super simplified version of Twitter Ads.

I get three tweets to choose from to promote. One is from today, but the other two are from March 28 and 29. Why not let me choose from all of my tweets?

After you pick the tweet you want to promote, Twitter will ask what your goal is (Increase engagement, Grow your followers, More link clicks). Then you can customize your target audience by location, age and gender. After that, you set your budget and the duration of your promotion. Add your payment method, create your promotion and then just sit back and wait for all the engagement.  

Twitter said it has no plans to add Professional Account targeting as an ad campaign option.

Why we care

In theory, this should make Twitter more useful to you as a user. You get a minor enhancement to your Twitter profile. The Topics to follow section is probably the most interesting element for marketers, in terms of potentially finding new people to follow and monitoring specific topics. But even then? Honestly, it’s meh. As for the tweet promotion, it’s a dumbed-down and limited version of Twitter Ads – though this could be enough for many non-marketers. Twitter says there is “More coming soon.” Just wish there was “more now” to get excited about.


About The Author





Source link

MARKETING

Only 38% of marketers very confident in their customer data and analytics systems

Published

on

Only 38% of marketers very confident in their customer data and analytics systems

Only 38% of marketers globally are very confident in their data, analytics and insight systems, according to a new report from The CMO Council. And, while 91% say direct access to customer data is a critical competitive advantage, only 11% say that data is readily accessible to them. 

Read next: Only 11% of CMOs say they have achieved digital transformation goals

North American marketers. Most of these numbers are global ones, but the ones specifically from North American marketers are not good. Only 28% say they are very confident in their data systems to win and retain customers. Compare that with Europe where 61% answered yes to this. Just 6% of North American respondents said they have high access to customer data vs. 20% of Europeans. On the issue of being able to move quickly from data to action, it is 8% from our side of the Atlantic versus 36% from theirs. And Europeans have a lot more faith in their systems: 46% say they’re confident the martech they have can adapt to future needs versus 20% in the U.S. and Canada.

Source: CMO Council’s High Velocity Data Report.
Used with permission.

Barriers to data access. Nearly three-quarters (73%) said not having the right tools prevents them from getting the data they need. The lack of proper data management processes was cited by 60% of respondents. Next up, both with 41%: Data control being elsewhere in the organization and the data not being available in real time.

Can’t get the most from their data. The biggest things preventing marketers from maximizing the data they already have? Some 55% said a lack of systems connecting data silos and making it easy to access. The talent shortage is No. 2 on the list, cited by 52% of respondents. Next on the list at 44% was not having the money to improve data systems.

Why we care. Good data is gold, bad data isn’t just useless – it can lead to very big mistakes in planning, allocation and all the other parts of marketing. So why can’t marketing departments get the data they need? This study implies it’s because they are failing to convince their own organizations about what they need. This is understandable. Convincing a customer is comparatively easy: They aren’t competing with you for resources and to move up the career ladder. So maybe it’s time to put together a campaign around the needs of the marketing department.


Get the daily newsletter digital marketers rely on.

Advertisement



About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

Advertisement

Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

Entireweb
en_USEnglish