Using Twitter for Marketing
1. How the Social media like Twitter and Facebook can be used in Marketing by Mona’s Gallery.
2. How marketing on the social media like twitter and Instagram works
Many individuals are more on social media especially when they want to see the new brand on the market. Research conducted recently has proven that about 47% of the individuals who are on the social media and follow specific brands have a high chance of visiting the Business organization’s website. Therefore, it would be very wise if the Mona’s Gallery embraced the culture of using the social media to promote their products. This piece will enable them to understand how they can use the twitter and the Instagram to develop their products (Cha, Haddai, Benevenuto, & Gummadi, 2010).
The first thing which the Mona’s Gallery start with is creating the social media account. This could be twitter and the Instagram account. Then develop their brand awareness and matching their interest behaviors and the demographics which will assist in increasing the followers. Secondly, the company should get to know its audience and the kind of information they expect by building a content that they can share, comment or like. The next thing the company should do is doing competitive analysis to understand their competitors and spotting any available opportunity. For instance, if one of their competitors is dormant on Instagram but has put less efforts on the twitter. The company can decide on what they need to do and also need to establish their strategy on each social network. After deciding on what to do, the company can now can now create a social media profile or improve the existing one to align with their market strategic plans. The following are examples of some of the best social media which Mona’s Gallery can engage with (Cha, Haddai, Benevenuto, & Gummadi, 2010).
Firstly, there is the need for the company to know why they should use the twitter. One, the Twitter platform has established a part in which one can engage the conversation with the potential consumers. These consumers expect to have the dialogue with the company offering the commodities of their interest depending on the twitter account that has been created. In the case of the Mona’s Art gallery, their twitter feed should be more of products promotion and the broadcasting platform (Lowe & Laffey, 2011).
The other reason why Mona’s gallery should use the twitter is that it will provide a place for them to connect with other media. Within the social media era, Twitter can be ranked number one in the categories of the microblogging techniques. Twitter connects with other media features like the YouTube, Facebook Google+ and the LinkedIn. That means when on twitter you can be able to share your ideas with a vast number of potential clients (Twitter, 2011).
Using Instagram for Marketing
Lastly, Mona’s gallery should use the twitter because of the flexibility of its dashboard. Their dashboard offers an individual or a company with data and stats on their profile, activities and the followers. The twitter has organized everything into charts, and the graphs make it easy for the company or an individual to the analysis. Nowadays the twitter has released its Twitter dashboard hence no need to involve the previous companies that were offering the Twitter dashboard (Fischer & Reuber, 2011). Therefore, this is one of the essential tools to help the Mona’s Gallery in tracking their Twitter activities. The dashboard tool is more important in case of the multiple profiles on Twitter, or the company needs to monitor the other media accounts. The tool also enables the incoming and the tweets to remain in an organized manner hence the person managing the platform can filter the messages that are relevant to the brand (Rodriguez, Peterson, & Krishnan, 2012).
The activities on the twitter and the information provided by the company and its relations with other ad partners helps in making the content promotion more critical. One advantage of using the twitter is that when one uses is to follow, search, tweet interact or view the tweets the twitter can use these actions in customizing the Ads for the company. The twitter can as well allow the company to narrow down the segments based on the choice of who you may want to view the ad. This is achieved through the use of the information the company like the profile, the location of log in the device or the IP addresses (Rodriguez, Peterson & Krishnan, 2012). For instance, one can see the promoted tweet that overwhelms a promotion or a deal from the Mona’s Art Gallery.
The other advantage of using the twitter in business promotion is that has allowed one to choose the locations in which the ads should appear. These locations could be the search results profiles and the timelines. The only thing that Mona’s Art Gallery understand before using this part is the choice of the audience since it will make the marketing more effective. The twitter analytical tool can assist the company to know its audience better by clicking on the profile image which redirects to the analytics twitter website. The best part of this is that the company will only pay when a user decides to follow by clicking the “Follow” feature.
Other than the above pros, Twitter comes with its cons as well. One of them is the missing of ads by the interested parties since twitter is a constant stream of the information and again the content may get lost within clutter (Honeycutt & Herring, 2009).
According to the research conducted recently, Instagram has generated about twenty times engagement per the follower compared to other social media like Facebook and the twitter. Considering such engagement rate, Instagram, therefore, becomes one of the perfect platforms in connecting with the consumers and establish the linked via the conversation that one can spark. Therefore, this is the other media the Mona’s Art Gallery can use apart from Facebook. One of the reason being, Instagram has introduced one of the most popular and the social media application. The app is one of the simplest to use and also has a handful of options when one want to post. This app, therefore, is essential for the company since they can take the images of their product and edit immediately then post on the platform. Thus, making the Instagram more in-the-moment encounter hence attracting a substantial number of individuals (Latiff & Safiee, 2015).
The Mona’s Art Gallery should as well consider many of the individuals using the Instagram are about 60 percent of between 18 to 20 years old. This is one of the most significant demographic for their business since their brand will get identity a proper exposure. Again, the Instagram is towards becoming one the most prominent in social media engagement. The application has gained about 8 million business account that has been registered recently and also proven a social media in building and brand marketing (Hu, Manikonda, & Kambhampati, 2014). This is an excellent opportunity for Mona’s art gallery since they can upload more photos of their products and view by very many potential customers.
Instagram ads are most appealing hence capturing the attention of the many audiences. Many individuals on the Instagram are usually attracted by the photographs that appear organic and natural. The Mona’s Art Gallery can use this opportunity by incorporating other individuals in their photos to authenticate their products. The technique will also make people the audiences to understand their products better (Duggan & Brenner, 2013).
The next advantage associated with the Instagram is the use of hyper that target the capabilities like the Facebook. Thus, becoming one of the most appropriate methods for the Mona’s Art Gallery that can raise their reach for the targeted audience. This can be achieved by inviting their trusted friends on Facebook to follow them on the Instagram. By targeting on the cross-promotion, the company will be able to generate a more prominent exposure to their Instagram content. This will facilitate the improvement of their product’s image and at the same time lower the expenses of establishing another content. Lastly, the strategic use of the hashtags on Instagram is the primary key to finding the success and attracting more viewers. For instance, the brand hashtag and the content hashtags (Fatanti & Suyadnya, 2015).
However, advertising on the Instagram is the best fit for an infinite number of companies and industries; there are few things to consider. One of these is the minimal text allowed hence for the products with a massive amount of the texts; the media may not be fit for them. The Instagram does not always focus on the commerce which means there is the need for close monitoring. This has been dramatically contributed by the fact that the ads take much time to update and manage. Although considering the vast number of people on Instagram and the nature of their advertisement, Instagram can be the next potential social media Mona’s art Gallery can engage in their brand’s promotion.
The average per the click on Instagram is approximately $ 0.5-$ 1.00. However, for the very competitive business organization, the cost per click can be about $3. Although, there are a number of factors that determine cost of ads in Instagram. For instance, the highest cost per click are between the age of 18-24 and 25-34 when it comes to marketing on the Instagram. The cost of advertising with twitter is very simple. The Mona’s Gallery will be required to the cost per the follower which is approximately around $2.50-$4.00 per the confirmed follower. In case the Mona’s Galley want to be placed on the trend section of the twitter, the payment is about 200000 USD per a single day. The approximated monthly budget for both the Instagram and the twitter clicks is about $300-$500 (Fatanti, & Suyadnya,2015).
References
Cha, M., Haddai, H., Benevenuto, F., & Gummadi, K. P. (2010). Measuring User Influence in Twitter?: The Million Follower Fallacy. International AAAI Conference on Weblogs and Social Media. https://doi.org/10.1.1.167.192
Duggan, M., & Brenner, J. (2013). The Demographics of Social Media Users-2012. Washington, DC: Pew Research Center’s Internet & American Life Project, 2013.
Fatanti, M. N., & Suyadnya, I. W. (2015). Beyond User Gaze: How Instagram Creates Tourism Destination Brand? Procedia – Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2015.11.145
Fischer, E., & Reuber, A. R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior? Journal of Business Venturing. https://doi.org/10.1016/j.jbusvent.2010.09.002
Honeycutt, C., & Herring, S. C. (2009). Beyond microblogging: Conversation and collaboration via twitter. In Proceedings of the 42nd Annual Hawaii International Conference on System Sciences, HICSS. https://doi.org/10.1109/HICSS.2009.89
Hu, Y., Manikonda, L., & Kambhampati, S. (2014). What we Instagram?: a first analysis of Instagram photo content and user types. In Proceedings of the Eight International AAAI Conference on Weblogs and Social Media.
Latiff, Z. A., & Safiee, N. A. S. (2015). New Business Set Up for Branding Strategies on Social Media – Instagram. In Procedia Computer Science. https://doi.org/10.1016/j.procs.2015.12.100
Lowe, B., & Laffey, D. (2011). Is twitter for the birds? Using twitter to enhance student learning in a marketing course. Journal of Marketing Education. https://doi.org/10.1177/0273475311410851
Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social Media’s Influence on Business-To-Business Sales Performance. Journal of Personal Selling and Sales Management. https://doi.org/10.2753/PSS0885-3134320306
Twitter, T. (2011). Twitter for business intelligence.
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