Twitter is the #1 social media platform when it comes to news consumption. As such, many companies have focused their efforts on growing their social presence and promoting their products/brands on this highly innovative, fast-growing platform. Social Media Managers thus need to keep a few important techniques in mind if they’re set on mastering Twitter.

Here’s our list of the 5 main ones:

1. Content Is King

The first thing any budding social media manager should understand is that Twitter’s wheels spin furiously to the tune of great content. This means initially outlining a detailed plan of action for the page in question. This ranges from picking the right Twitter handle to streaming the content of the page through “post testing” and some trial and error practices.

In doing so, any growing Twitter account will distinguish its community interests within the context of its product as well as the content that corresponds to the page.

2. Define Your Audience

The crucial element of defining your audience is making sure that your social target audience directly corresponds to the target audience of your product.

This will best allow you to target potential customers in and around an exciting and active Twitter page. A top tip here would be to keep a keen eye on your Twitter demographics section, which allows users to monitor their community’s interests. Twitter also goes a step further by allowing admins to see what their followers’ biggest fields of interests are in terms of grouped percentage rates; i.e. Sports, Entertainment, etc.

 3. Consistency Is Key

Twitter penalizes page rankings when posts are released either too sporadically or close together. So it is important to gain some sort of understanding as to what the “right times”, “wrong times” and “best times” are to post tweets.

This can only be done via testing the water and posting different content at different times. The important thing here is reacting to the response of your tweets via an in-depth understanding of Twitter Analytics, which should become your new best friend (as you’ll see below).

4. Master Twitter Analytics

Twitter Analytics should become an integral part of any social media manger’s daily utensils for success. It allows admins to access all the necessary information that can determine the ultimate destiny of the page.

Some social media managers get too bogged down on Retweets and Likes, but the key to real analytics success is twofold:

  • Calculating the page’s engagement rate in percentage form. This is done by dividing the page’s impressions by the page’s engagements for a given amount of tweets. This provides admins with an average rate of engagement. A respectable industry standard lies at about 4-6%, and this can give any social media manager the indication that the page is moving in the right direction.
  • Monitoring the number of mentions, @s, and click-throughs to your company’s website. This gives the all-important indication that your branding is working and that your social media activity is having a direct impact on your company’s product and thus revenue.

5. The Power of Imagery & Captions

They say “a picture is worth 1,000 words”…  Well, guess how many words a video represents? The answer is a lot!

Twitter studies have shown that multimedia-rich posts receive a whopping 94% more engagement if compelling visual elements, such as videos, pictures, or graphics are added to tweets. Here are some more figures for you to digest:

  • Use of visual content in Twitter campaigns can lead to 65% more engagement per month.
  • A clickable caption above an image can lead to 73% more engagement across social media platforms.

So a picture really is worth 1,000 words and a whole lot more engagement.


The key to all of the aforementioned points about Twitter is to take all advice with a pinch of salt. Immerse yourself in the platform, as every page and every community is an animal in itself. We’ve listed five great general guidelines that can help you achieve success, but the ultimate goal is for you to find the added value that can ultimately distinguish your Twitter page from all the others.