F tweet a tweet may contain photos videos links and

Info icon This preview shows pages 21–26. Sign up to view the full content.

f Tweet : A tweet may contain photos, videos, links and up to 140 characters of text. f Who to Follow: ‘Who To Follow’ is an automated list of recommended accounts Twitter thinks users may find interesting based on the types of accounts the user already follows. Twitter Case Study: Taco Bell Twitter page: Taco Bell is an American fast-food chain that serves a variety of Mexican-based food.
Image of page 21

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

15 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 The Problem Despite its offline popularity, Taco Bell had low follower engagement across many of its social media platforms. In addition, its Twitter profile had significantly fewer followers than other large brands in the same industry. Like many fast-food restaurants, Taco Bell relies on repeat business and maintaining customer loyalty. In order to achieve this, it needed to reinvent its social media presence while retaining engagement with the existing followers. Overcoming the Problem Taco Bell began conversations with Twitter users who had over 10,000 followers. Targeting these high profile users maximised social reach, increased the likelihood of brand mentions and retweets, and had the potential to direct traffic to the Taco Bell Twitter page. Taco Bell also adopted a carefree and idiomatic Twitter voice. This tone ‘humanised’ the brand by transforming the fast-food giant into a humorous ‘friend.’ Taco Bell also used popular hashtags to focus on the threads most relevant to its brand whilst ensuring the widest possible audience reach. The Result Taco Bell gained over 600,000 incremental Twitter followers, three times that of Burger King, and achieved over 3,000 retweets from a single tweet. Taco Bell currently has 1.6 million followers with 28,000 likes.
Image of page 22
16 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Why it Worked Proactive engagement on Twitter gained and maintained follower interest. Targeting influential Twitter users allowed for significant social reach and potentially directed traffic to the Twitter profile. The unique, authentic voice differentiated Taco Bell and humanised the brand, allowing it to be more personal.
Image of page 23

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

17 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Activity 1.2 Accessing Learning Portals - Twitter Using your own Twitter account, log in to Twitter Flight School. . Complete the Marketing Leadership courses: 1. Ultimate Guide to Content Planning 2. Meeting Campaign Objectives 3. Reaching the Right People 4. Marketing Plays with Twitter Answer the following questions: 1. Which aspects of Twitter’s marketing leadership course directly correlate with a content strategy you have been considering?
Image of page 24
18 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | MAINSTREAM SMM_V1.2 Linkedin Overview and Features “If you can get better at your job, you should be an active member of LinkedIn, because
Image of page 25

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

Image of page 26
This is the end of the preview. Sign up to access the rest of the document.
  • Fall '17

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern