Final part of 8 Tips for Social Business
When you have a piece of content that is a “hit,” double down. One of the benefits of good measurement and understanding of your data is the ability to hone your messaging and understand what did and didn’t work from a content perspective. Organic social is testing your content for you. Amplify with Paid social allows you to commit pounds with data-backed belief in your programs and messaging. Invest in promoted tweets, accounts or trends across social platforms or accounts that have already demonstrated the highest yield.
— Carl Bradshaw (@CarlBradshaw) April 18, 2016
With paid social companies can drill down to micro target users – either their own followers or people “like” their followers – based on literally hundreds of different interests, by country and city, gender and even device. Companies only pay when users “engage” with the Promoted Tweet in some way, i.e. by clicking on a link or re-tweeting it. Native ads are also very agile. Members of an organisation can log in at any time, create a message and instantly push it to a global audience as a Promoted Tweet. An eBay-style bidding system means prime ad spots always go for the lowest price, minimizing ad spend. The time-consuming (not to mention pricey) requirements of traditional ad campaigns – design teams, creative agencies and media buyers – can’t make the same claim.
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