What To Expect For A Business Twitter Relaunch

By on April 3, 2013

Twitter for business has finally relaunched this past Monday, and aims to be the central resource to help businesses gain traction, fans and income with their Twitter marketing strategies. There, you can find a variety of lessons and tutorials teaching you about leveraging the 140 character platform. Let’s investigate.


What is Twitter For Business?

Twitter is a very large, very prominent social site, but they are also acutely aware that many of the business people on their platform, have no idea how to use it properly. As a result of this inability to adequately market on Twitter – bounce rates are higher, and owners are choosing to market more on the ‘easier’ platforms like Facebook and Pinterest.

Twitter for business is their solution to this concern. It will function like the Facebook blog, and Allfacebook.com, which is the total resource site for all things to do with the social network. Business owners will be pleased to find simple-to-use tutorials that provide powerful tips and advice, which will help them gain followings and sell on Twitter.


The Homepage Structure

Twitter’s slogan ‘grow your business, 140 characters at a time’ is splashed across their homepage, with a button that invites you to begin advertising right away. This is clearly part of Twitters strategy to increase the reach of their advertising networks. Twitter for business is therefore a learning resource and a promotional step up for Twitter.

• The site will improve Twitter’s ad revenue, as it teaches people how to effectively use their advertising options.

On the homepage, Twitter promises that they’ll help you master the basics, build your community and market on Twitter. They don’t
disappoint.


The Basics Area on Twitter For Business

The basics area on the site introduces you to Twitter and why you should be using it. Twitter cites the main reasons as, growth, learning, listening and connection. There are several other Twitter for business areas in this basics section that teach you:

• Twitter glossary of terms and functions (tweet, mention, hashtag etc)
• It tells you who is on Twitter and what they talk about
• According to Twitter, 94% of Twitter users want to hear about your discounts
• This section discusses Twitter mobile, and how 60% of fans use it
• You’ll learn how to establish your brand personality
• How to tweet daily in an organized fashion
• How to write star-quality tweets that work
• How to use photos, videos and other content on Twitter for business
• The best practices to use, how to measure them and how to secure your account
• Click on what kind of business you are for more in-depth tutorials


The Build Your Community Area on Twitter For Business

This section shows you, the business owners, how to make the right impression with your profile, and how to engage your initial audience. From creating a stunning profile, to building your fan base, attracting followers and integrating your efforts – there’s a practical section for you to read on this powerful new learning resource.

Twitter also recommends that you work with others, and educate your employees to work with Twitter to increase your reach. On nearly every page, there is a small section pushing the Twitter for business advertising options.


The Marketing With Twitter Section

On Twitter for business, you’ll find the ‘marketing with Twitter’ section that takes a closer look at more advanced Twitter strategies and practices. From targeting, to working with analytics, running promotions and executing marketing techniques – you can figure out how to do it all here on the platform.

The most interesting section here was about scaling. I find that in business, companies always find it difficult to grow after they have reached a certain number on their social networks. This section introduces some fresh ideas about TV and Twitter, and how 95% of conversations about TV happen on the platform. It’s well worth reading.

You can also move onto the promotional section, where Twitter will teach you how to engage your audience with events, launch products on Twitter, how to use incentives, and finally – how to create exclusive deals that will drive your overall results. It’s all very clever, and very nicely done. I would recommend sifting through this resource, even if you’re a pro.


The Ad Products Section

There is a section that explains their advertising products in more detail, though the entire site really pushes businesses to use this service that they offer. I find myself feeling like Twitter for business is half about learning and half about selling.
This section will take you through each form of advertising (promoted accounts, promoted tweets etc) along with the analytics potential and pricing for each service.


The Success Tab and Blog

Twitter for business has also included a success section, as social proof that their ads and platform can really help business owners earn more money and gain more social reach. They haven’t really touched on using Twitter Vine yet, as it’s still so new – so watch out for an addition on this at a later point.

If Twitter can figure out how to integrate advertising and Twitter Vine on their platform, they just might be able to break through the glass ceiling and really skyrocket their ad revenue. Search the Twitter for business success section to hear all about brands making Twitter work for them. Otherwise check in at the blog for the latest news and updates.


The Final Say on Twitter For Business

All in all, the videos are great, the content good and the experience is worth a go. Advanced users will find these resources interesting but shallow, as they are geared towards a novice market. However, I would suggest checking it out anyway. Don’t let the pitch fool you though, this is Twitter trying to push advertising on their users. It’s not a bad thing, but be prepared to see it for what it is.

What did you think of the new Twitter for business page? Is it useful?

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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