Management of Company Twitter Profiles

Twitter, the microblogging and news social channel

Twitter is one of the most used social networks in the world and in Italy, with over 3.7 million users in our country alone (2020 data).

For a Brand or a Company, having well-kept and up-to-date social profiles is essential. Furthermore, social marketing offers many business opportunities that are often not exploited in the absence of a correct content planning strategy and good community management.

For these reasons it is important to structure every single aspect of managing a Twitter corporate profile, in particular it is necessary:

Structuring an ad hoc communication strategy for the sector in which the company operates, in relation to the language and specific communication techniques of social media;
Create, plan and publish content;
Structuring a targeted paid advertising strategy;
Manage interactions with fans/followers.

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Phases of the project

1. Sector analysis

In this phase, the Social Media Specialists structure an in-depth benchmarking within which they analyze the customer’s corporate Twitter profile (if any), the main trends in the sector, the most relevant competitors, and finally identify the macro topics outlining the strategy to be adopted for maximize user engagement.

Timing: 5 working days (to be confirmed based on the specific project)

2. Corporate profile creation

If it does not yet exist, we proceed with the creation of the corporate Twitter profile, inserting a profile picture, devising the best formats for the cover and the main information required by the channel, all in line with the corporate image of the company.

Timing: 5 working days (to be confirmed based on the specific project)

3. Editorial Plan

The main tool used to manage communication on Twitter is the Editorial Plan (PED), created by the Social Media Manager, containing all the post proposals to be published on the customer’s profile. Each proposed content uses sector-specific creative codes and languages with the aim of expanding the fan base and improving the customer’s brand image through emotional communication and careful programming of posts that are coherent, interesting and non-repetitive, and that push users to interact and share content.

For this reason, communication “streams” are created based on macro themes to be proposed periodically, consisting of thematic tweets characterized by a common thread and a common and recognizable graphic approach. The number of weekly publications is determined by the plan selected by the customer (1-2-3 or 5 posts/week – excluding production of original content, photos and videos). The graphics for the profile image are also designed and created. The PED is submitted to the customer for approval with an agreed procedure.

Timing: 5 working days (to be confirmed based on the specific project)

4. Tweet publishing and interaction management

Once the client approves the PED, all content is scheduled and then published. The daily monitoring of comments, likes and interactions with the published contents (during working hours) is also carried out. The management of social interactions is structured through specific procedures agreed with the customer, as well as structured through an Interaction Management document and F.A.Q. (Crisis Management excluded).

Timing: daily activity

5. Setting up social ADV campaigns

Activation of advertising campaigns to advertise the most important tweets, so as to reach the largest number of targeted users effectively and convey the key messages of the various communication campaigns.

In particular, it is possible to activate campaigns with advertisements with different objectives:

Coverage: aimed at maximizing the coverage of an advertisement in the chosen territory with a defined kilometer radius and with possible call-to-action
Views of a video: to increase the views of a video published directly on the customer’s profile
Pre-roll views: Ability to broadcast your video as a pre-roll ad, before content / videos from premium publishers
App installations: promote the customer’s app by prompting the user to download it on their smartphone
Website Clicks: Increased traffic to the customer’s website
Interactions: promotes user interaction with a specific tweet, with a target profiled by geographic area / interests
Follower: aimed at increasing the audience of your account
App re-engagement: aimed at generating actions/conversions within an app

It is possible to sponsor different types of content, always profiling the target by geographic area/interests:

Text-only tweets
Tweets consisting of text + images/videos
Fleet, which is the Twitter equivalent of Stories.

Timing: 5 working days (to be confirmed based on the specific campaign)

6. Reporting

Six-monthly or quarterly drafting of personalized reports for monitoring the page and pay-per-click campaigns with analysis of the increase and type of fans, trend and quality of interactions, response of the fan base to individual posts, organic and paid, identification of strengths and reporting of any critical issues. The frequency of receipt of the report is linked to the type of subscription selected.

Timing: 5 working days (to be confirmed based on the specific project)

Staff employed

Account Manager: he is the reference figure for the customer and is responsible for managing all operational phases related to the Social Media Marketing activity, acting as an intermediary between the customer/commercial area/Social Media and Community Manager.

Social Media Manager: is the specialist who deals with the creation of content for the PED and the setting of ADV campaigns. He has direct and daily contact with the Twitter marketing team.

Community Manager: takes care of the daily management of the interactions that are recorded by the customer’s profile, moderating comments and messages received.

Social Creative Graphic Designer: takes care of creating the contents of the PED (post, cover image) from a graphic point of view, devising the creative concept of the message to be transmitted and respecting the technical specifications of the media.

Copywriter: deals with the drafting of the textual part of the posts, called “copy”, using an engaging writing style suitable for the type of media used.

Plus of the service

Generate brand awareness and improve the customer’s brand reputation
Build customer loyalty by transforming the brand into a community
Create an auxiliary tool for social customer service so that users can also find in the Twitter profile a comparison interface and an opportunity for dialogue to get information
Increase the visibility of the brand thanks to the ADV sponsored towards a specific target
Improve the presence of the brand on search engines