How To Use Event Targeting On Twitter
Why your business should be using event targeting methods on Twitter
There’s a certain thrill associated with racking up likes, views and impressions on your online content. Those numbers can be a welcomed surprise, but don’t pat yourself on the back just yet. Not all positive social media metrics are correlated with positive business results.
Although, as a small business owner, you understand the value of measuring and collecting campaign data, many entrepreneurs fall for sexy statistics like follower count and likes regardless of whether those numbers contribute to the company’s greater marketing and communications goals. Unfortunately, these so-called vanity metrics may only offer a narrow view of the overall impact of your social media marketing campaign.
Avoid vanity metrics and misleading data.
You probably already have Father’s Day, Halloween, and New Years circled on your calendar as events to create marketing campaigns around. But what about the MLB All-Star Game? Or the National Spelling Bee? Or Talk Like a Pirate Day?
People around the world come to Twitter to talk about all sorts of holidays and live events. With event targeting, you can discover and target the events that best fit your audience — then create a campaign that delivers your message at just the right time to just the right audience as the event unfolds.
Discover the right event for your audience
The first step is to use the events dashboard in your Twitter analytics to view the events calendar. There you’ll find a list of upcoming events from around the globe, such as holidays, major sporting events, music festivals, and movie premieres.
Click on an event to get audience insights such as:
- Which gender talks about the event more
- Which age groups are most interested
- The top countries where people are discussing the event
- If people are talking about more on their computer or their mobile device
Best practice: There are hundreds of major holidays and events happening around the world every month. Filter by event type, date, and location to discover events that align with your audience.
Automatically target an engaged audience
Once you find an event to target, click the ‘Create new campaign’ button to start building your ad. The event will be added as an audience feature, which means your Promoted Tweets will only show to people who are actively discussing an event, in addition to any other demographics, interests, behaviors, and keywords you use to create your target audience
Best practice: By using event targeting as an audience feature instead of using the event name as a keyword, the platform will analyze the content of Tweets and other contextual clues to only display to people actively interested in the event you’re targeting.
Join the conversation before the event
People often talk about a major conference, a blockbuster movie, or a championship game for days or even weeks before the big day itself. Event tracking lets you capitalize on pre-event buzz and engagement by monitoring audiences starting 30 days before each event, giving you plenty of time to plan, launch your campaign, and be a part of the conversation.
Best practice: Stir up interest by Tweeting days or even weeks before the event. You’ll benefit by reaching fans early on while being at the center of the conversation as people continue to engage when the event draws near.
Article Originally Published On: Twitter Business Blog