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Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success by Neal Schaffer

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Chapter 8

Maximizing Your Twitter Presence

Twitter is often one of the least understood social platforms for businesses, but it can be valuable regardless of whether you’re in a business-to-business (B2B) or business-to-consumer (B2C) industry. I believe it’s an essential tool to help maximize your social media presence.

After Facebook, Twitter is the second most popular platform used by businesses.1 Eighty-six percent of marketers have reported using Twitter as part of their social media marketing efforts.2 In addition, the percentage of Fortune Global 100 companies with Twitter accounts has been reported to be higher than the number of companies with Facebook pages, YouTube channels, or corporate blogs.3 Those that do use Twitter are likely to have several different accounts to segment their messages—from a general marketing account to separate ones for each product to a dedicated customer support account.

If you still don’t believe in the importance of Twitter, here’s some food for thought: more than one-third of marketers who are using Twitter said that it was critical or important to their business.4 That flies directly in the face of the misconception that Twitter is all about what people are eating for breakfast. Quite simply, it is an essential part of social media marketing and a critical business platform to have a presence on.

PUBLIC NATURE

Twitter and Facebook may have a few similarities, but there is one huge difference. Facebook is full of, in essence, private profiles ...

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