In an effort to improve user experience and to generate more revenue, Twitter has made three key changes to their platform. The changes will impact event planners who intend to use the social media network to promote upcoming conferences.
Since we value social and mobile at Bizzabo, we figured we’d share our insight on what the changing Twitter landscape will mean for all of you #eventprofs looking to stay at the fabulous forefront of social!
New Tweets In Your Timeline
It used to be that tweets in a user’s timeline appeared chronologically and were only from people who you as a user chose to follow. Well that’s all old hat now, instead, Twitter is turning their timeline into something closer to Facebook’s. Users will not only see the latest tweets from people they follow. They’ll also see tweets that Twitter deems relevant to users based on who they follow, and how popular the tweet is in the user’s network.
So what? -you might be asking. Well, this means that when you take to Twitter to promote your next function, it’ll likely be more than your followers who will see your tweet (if you do it right). This new timeline will prove to be a powerful update for event promoters looking to generate buzz on social media. Now, non-followers will be able to see tweets from you if Twitter believes the tweet is relevant. This makes generating social media content that is highly engaging all the more important.
It also means that if your content fails to engage followers that it won’t show up in their timeline. So make sure that those 140 characters are awesome attention grabbing morsels, before you hit the “tweet” button.
Twitter’s Buy Button
In an effort to improve advertising offerings, Twitter is rolling out a new kind of ad that will allow users to purchase a product within the Twitter timeline with just a few clicks (or taps). The Buy Button isn’t just for selling t-shirts. Twitter is working with musicians like Eminem and Keith Urban, both of whom make their money by selling tickets, to test out the new feature.
Twitter’s new button will present an exciting advertising opportunity for event promoters interested in using social media to boost ticket sales (Oh hey there, impulsive buyers!).
Improved Twitter Analytic
A few months ago, Twitter announced that they would start providing advertisers with deeper insights. The social media platform has delivered on that promise by:
Allowing users to see metrics in real time
Providing insight into the retweets, replies, favorites, follows and clicks each Tweet receives
Making all data exportable via a CSV file.
Improved metrics equals better insights, which means that marketers who are using Twitter to promote their next event will be able to see what is and isn’t working.
We can use Twitter themselves as an example of what improved insights can do: After launching these new metrics, Twitter found that the most effective tweets featured an auto-expanding photo, mentioned an industry influencer, or played up a trending cultural moment.
These swanky new features should mean that both organic and paid tweets will reach larger,better, and more engaged audiences. Meaning that when you #eventprofs tweet, you’ll make a bigger splash on the social platform.
If you really want to become a social media promotion wiz, our bundle of helpful social media tips for event planners.