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6 ways Twitter can help your business go beyond PR

Jennifer Lonoff Schiff | March 29, 2016
Experts in lead generation, marketing and customer service discuss some of the best business uses for Twitter – from finding new employees and customers to helping existing ones.

“When recruiting, use Twitter to scan for qualified applicants in your field,” says Michelle LeBlanc, social media strategist, Industrium, an advertising, marketing, PR and public affairs agency. “Using industry-specific search terms, plus a geolocation filter, in an application like Hootsuite, will help you to quickly narrow your search to nearby candidates [who] are passionate about your products or services.”

“Twitter can be a great channel to recruit your most active fans to join your company as employees,” agrees Weiting Liu, founder and CEO, Codementor. “At Codementor, we constantly monitor Twitter for potential candidates. One of our key hires actually joined us because he tweeted enthusiastically about our service. We followed up aggressively – and a few months later he joined as our head of business development!”

To find job candidates on Twitter, use “hashtags like #jobs, #jobsearch and #[your city or region],” says Andrew Hall, copywriter, Nublue, a Web design, development and hosting company. And “be sure to include a photo of your workplace, [including] your people, as well as the salary range of your vacancies and a link to your careers page online – or, even better, an internal recruitment video [on] YouTube.”

3. Market research. “Wonder what consumers will think of your new widget or service? Introduce it on Twitter with a custom hashtag and ask for feedback,” says Erika Taylor Montgomery, founder and CEO, Three Girls Media, a public relations and social media management agency. “The platform is a quick, easy and inexpensive way to gain valuable insight from a desired core audience.”

Twitter is a great way “to conduct impromptu (and totally free!) market research,” says Tami Brehse, a digital marketing consultant. “Ask a question and let the crowd answer, or reach out directly to influencers to get their pulse on the topic of your choice.”

Indeed, Twitter “is a great way to collect ideas, feedback and opinions on your brand, product or the industry you're in as well as information about your customers themselves,” says Jodie Cook, the owner of JC Social Media. “People love being asked their opinion. It makes them feel valued and that you, as a company, listen to your audience. Furthermore, you can go about collecting information that can [help] shape your approach and decisions.”

4. Event marketing. “When you're looking to promote an upcoming event [say a trade show or conference], Twitter's advertising features allow you to target audiences that make up your ideal registrant and who live in or near the city hosting the event,” says Kyle Willis, chief strategist, N2Q Consulting. “Through Twitter cards, you can combine a photo, CTA [call to action] and short message all in a single tweet. And with retargeting enabled, you can continue to show those ads to people who've visited your website but haven't registered yet. Twitter's advertising rates are pretty low too, so you can run ads with any budget.”


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