Twitter行銷
2home.co 楊惟雯
自從美國總統歐巴馬成功地運用Twitter行銷自己，贏得了美國總統選舉以來，微網誌的傳播與溝通就成了熱門話題！
川普自2016年啟動總統選舉工程以來，每日平均發出10條Twitter推文，累計發出1.4萬條推文。而川普當選總統以後，也不時在社交媒體Twitter上發推文，就不同政策發表意見，史稱川普的推文治國。
一、Twitter是一個「微型部落格」
Twitter是一個免費的社交網路（Free Social Networking）與微型部落格（Micro Blogging）服務。它有簡潔的介面，允許使用者在短時間內更新本文且發佈，並可透過SMS、即時通訊或電子郵件等多種方式輸入更新，因其發展時間久，已是目前世界上最流行的微網誌，且有很多網站都有twitter的相關連結工具。不過因為缺乏中文介面，所以台灣比較少人使用。
其實Twitter之所以好玩，除了它是微網誌的始祖外，更棒的是它與許多服務都能夠結合在一起，例如從twitterfeed同步更新你的部落格最新文章、從Twitter更新你的Xpenser個人帳本紀錄。當然囉，你也可以從很多地方來更新你的Twitter資訊。
Twitter與傳統的部落格不太相同，使用者可以在Twitter內輸入每次最多140字元的文字，並從網站、SMS、電子郵件、 即時通訊等多種管道更新訊息。
單從字意上來看，Twitter是嘰嘰喳喳、如鳥叫般地講話的意思，或是有種”碎碎唸”的意味。你可以在Twitter紀錄下生活瑣碎的事情，當作在寫寫短篇日記！
而在Twitter上，也可以知道目前網路上的一些新鮮事兒、或是誰誰誰最近又在做什麼。也可以把Twitter看作是一個龐大的訊息集散地，有來自世界各地最即時的訊息，如同PTT一樣。
因為部落格有一個很大的問題，並不是每個人都適合大量的寫作，把自己的生命用奔騰的文字給描繪出來，這需要一點天傷。
試想，如果我們就不要用「寫」的，用「照」的好了。可是，就算隨身帶著數位相機、手機，看到什麼都照、「用相片寫日記」般，拍照後，還是必須「旁白」才行，因有太多的東西是照片無法精確的描述的。
所以，「用寫的」還是最好的方法，只是，它必須再短一點，短到任何人都可以更勤的寫自己的生活趣事。這就是Twitter這些「微型部落格」的意義了。
Twitter有點像Blog，不過只能寫140個半形字，也就是中文字只能寫65個字！也許可以幫助中文程度日漸低落的年輕人們做點精簡書寫的訓練。
更有趣的是，它也有聯播功能，當你和你好友名單上的友人用 Twitter發文時，Twitter便會立即地將你們的新訊息顯示在【What You And Your Friends Are Doing】上；而且Twitter也有Badge的功能，可以將你和好友們最新的Twitter訊息混搭在Blog上。
有人說這是一種書寫的解放，有人說這是一種新型態的即時通訊；其實，它就跟MSN／即時通的【狀態】是雷同的東西。
【狀態】，代表的是當下的感受；想跟大家講，卻又沒有重要到得傳訊息過去的程度。字不能太多、零碎的想法、即興書寫沒有特定的受眾、價值只存在於 「當下」…等等特性，再加上聯播功能，一次可以讓很多人看到，但其他人不一定要回你，這跟我們的MSN狀態真是很像！不同的是，Twitter可以留下紀錄，而MSN狀態通常換掉就不見了。
也有人說Twitter因為字數嚴格限制在140 字內，所以逼人一定要「講重點」，當每個人都開始講重點，集中在一起就非常簡單且好玩。
二、Twitter 強調貼文的即時性、社交性
相較於 Facebook 與 Google 兩大媒體，推特的平台性質與廣告策略截然不同，Twitter 平台演算法強調貼文的即時性，對於喜歡在 Twitter 上探索新事物的用戶來說，能很快找到自己有興趣的議題或資訊，透過 #hashtag 標籤的方式瞭解現在最熱門的話題，品牌也能活用標籤來為自己的產品推銷打造獨一無二行銷活動，讓 Twitter 行銷變得更有趣。
隨著微網誌「推特」（Twitter）用戶規模不斷擴大，越來越多企業把這個社交媒體當作一種行銷工具，甚至僱用全職「推特兒」（Tweeter，指「推特」重度使用者），在Twitter、Facebook、IG及其他社交網站行銷，成為吸引顧客的利器。
艾麗西雅．丹提柯便是芝加哥遠近馳名的零食「葛瑞特爆米花」（Garrett Popcorn）專屬「推特兒」，她無時無刻拿起黑莓機，回應全球各地的追隨者（follower）。
丹提柯上任以來，「葛瑞特爆米花」業績更上一層樓。她強調，要成功透過社交媒體行銷，手法要細膩。例如，她會與推友閒聊各種話題，包括天氣，而她在推文中提及公司產品，協助消費者訂購節慶活動所需的爆米花，但絕不會請求別人出門買該公司的產品。
Twitter等社交網站強調「一對一」對話，而不是傳統的單向訊息傳遞。以丹提柯的工作為例，只要有人在Twitter談及「葛瑞特爆米花」，無論是正面或負面評論，她都會作出回應，如果她的追隨者在Twitter抱怨自己很倒楣，她經常會送他們一些免費試吃品，牢牢抓住顧客的心。
值得強調的是，社交媒體仍側重在社交，它不稱為行銷媒體，企業通常犯下最大的錯誤，是利用社交媒體兜售產品，這會適得其反。
此外，Twitter 也為各種情境打造不同的廣告產品，像是透過「Trend Takeovers」版位，品牌能在探索標籤頁的頂部聚焦位置，持續24小時上榜熱門趨勢，或是運用「Amplify Pre-roll」版位將影音素材展示在一流內容媒體的影片前，來與受眾感興趣的內容建立高度相關性，廣告也更為精準。
三、Tweeter 的特異功能
目前，Facebook、Instagram、YouTube、LINE、甚至 TikTok，都已經是再熟悉不過的行銷武器，然而大家真的知道該如何利用早在 2006 就出道的老牌 Twitter 行銷嗎？
要運用Twitter當行銷武器，首先就要了解Twitter具有那些特異功能？
- Twitter 不是社交平台，而是新聞類 App。
不知道大家有沒有發現：Twitter 在 App分類中並不像 Facebook 或 Instagram 是「社交」類別，而是劃分在「新聞」類別？
我們在 Facebook、Instagram 上為了與朋友產生連結，於是我們發各種自拍、呈現自己的美好生活，因為我們希望大家「Look at me」；而在 Twitter 用戶等待的是「Look at this」—-即用戶想要在Twitter看到最新的資訊、其他人正在討論什麼熱門話題、現在最新的趨勢是什麼 …
這點對行銷人來說有什麼意義呢？Twitter 用戶真的是來享受資訊的，因此也會更專注在吸收資訊，不像在 Facebook等社交平台有些用戶很可能只想看親朋友好的內容、一看到品牌或媒體內容就想滑開，因此很多品牌、影視娛樂或體育名人也選擇 Twitter 作為發表新品和最新訊息的平台。
像是2018獲得最多人點讚的 Tweet 來自席捲世界的當前第一韓國男團—-BTS 防彈少年團（單則Tweet獲得超過185萬 likes），有將近2000萬追蹤者隨時緊跟著 BTS的任何最新消息。
- Twitter 沒有演算法，非常適合即時訊息發布。
不同於 Facebook、Instagram、YouTube 都有一套自己的演算法，根據互動、時間 …等不同參數決定「這則內容是否會出現在你的牆上」，Twitter 目前仍然可以選擇完全依據時間排序，所有你追蹤的Twitter帳號內容都會呈現在你眼前。
雖然在2016年2月時 Twitter 曾經改為「演算法排序動態推文」，但或許因為太多用戶表達還是偏好時間序排列，在2018年9月後改為用戶可以自己選擇「查看最新推文」。所以嚴格來講 Twitter 並不是「完全沒有演算法」，而是「可以選擇不依據演算法，純粹以時間軸排序」。
這點對行銷人來說有什麼意義呢？依時間排序讓用戶能夠最快接收到最新資訊（在日本一則 Tweet不到5小時就可能可以觸及到全日本20%的使用者），因此對品牌來說，一些需要即時傳播、需要用戶即時反饋的內容，Twitter 會是相當適合的平台。
- Twitter 是匿名制，用戶更會表達真實想法。
隨著大部分社交平台越來越往實名制發展，Twitter至今仍然保留匿名制。而 Twitter 的匿名制讓用戶更願意表達自己的真實感受與想法。
在日本目前 10 ~ 19 歲的年輕人最常利用的搜尋工具是 Twitter，第二名才是 Google。所以Twitter 是目前最能讓自己自在地表達不同偏好的地方吧。
而這點對行銷人來說有什麼意義呢？由於 Twitter 上往往可以聽到消費者最真實的想法，各大品牌會利用 social listening 瞭解消費者心聲，而又因為 Twitter 的即時性，很多公關危機也很容易在 Twitter 上被監測到進而採取更好的回應、甚至轉守為攻做出漂亮的行銷宣傳應對。
- Twitter 是高度對話性的平台。
不管是 retweet、投票、直播 … 其實 Twitter 有非常多直接互動、與用戶對話的功能，再綜合前面我們提到的：用戶期待最新資訊、即時性、用戶願意傳達真實想法等 Twitter 特性，許多精彩的互動行銷手法就因此得以誕生。
有一個Twitter 經典互動案例：由於觀察到不少消費者會自己把番茄醬跟美乃滋混和一起用，在 2018 年 4 月知名番茄醬品牌 Heinz 在 Twitter 上發起了投票 — 詢問如果 Heinz 推出把番茄醬跟美乃滋混和的新產品，大家會不會有興趣？只要有興趣的人超過50萬人，Heinz 就承諾一定會推出這個產品。
這個投票迅速獲得了超過 90 萬個回覆，其中超過半數的人都想要這個新品真的上市。而 Heinz 更進一步在 Twitter 發起了「起名挑戰」，邀請消費者想出比 #Mayochup（Mayonnaise + Ketchup）更好的新品名稱，引來大量的用戶參與品名發想。這裡面都沒有困難的技術運用，卻讓用戶真實地參與了產品的誕生，在產品正式上市前就已經找到了一群鐵粉。
四、Twitter 社交媒體行銷技巧
Twitter 行銷是一種重要的社交媒體行銷手段，有助於品牌迅速樹立形象，提升信譽，做好的話，甚至可以成為追隨者們鎖定的的信息資源庫。作為眾多社交媒體行銷手段之一，Twitter行銷有一套自己獨有的規則。以下，為大家總結一些使用Twitter行銷的注意事項：
- 要先優化品牌簡介內容
填寫自我介紹時選好頭像和標題圖，填寫簡介時，要確保品牌簡介更易通過關鍵詞被搜索到，簡介中還可添加鏈接來提高相關推廣頁面的點擊率。Twitter 提供的有一個鏈接區，在簡介一欄多放幾個鏈接也沒事的。當你需要推廣新品，博客，或登錄頁面時，把相關鏈接放在簡介中，不失為引流的好方法。
- 要以品牌為中心發推
關於推文內容，要以品牌為中心，迎合目標觀眾的興趣。記住：相關性就是一切——即使是互動，也要牢牢與品牌相結合。
除了自己的品牌，別忘了去分享一些本行業中其他佼佼者的相關內容。還可以爆一些自己的獨家的照片，給觀眾一個追隨你的理由。
為了使Twitter行銷更順利自然，要有計劃地發推並通過Buffer分享相關文章。可以使用Hootsuite有計劃地分享先前的帖子，網站，登錄頁面，其他社交媒體網站等等。通過反複測試，找到最佳用戶參與度時間段。
說到用戶參與度，想要獲得更多的參與度，就對他們大膽提問吧。讓你的觀眾參與決定新品的顏色，或者是給你建議。除了提問，還可以發起Twitter投票與觀眾互動。
- 要有計劃性地、堅持不懈地發推
Twitter 行銷帳號是品牌的延伸。正如你會認真計劃其他事情一樣，你也應該精心計劃Twitter的推文內容和圖片。
社交媒體行銷更像是一種對跟隨者的承諾。要堅持發推，讓你的品牌一直出現在觀眾的眼前，才可以使Twitter行銷效果不斷增加並呈現生命力。起初可以從每天三條開始，之後逐漸增加。
- 要充分利用Twitter lead cards和Twitter ads
Twitter 的廣告功能是品牌營銷者們的最愛。它可以使品牌迅速成為焦點，同時接觸到大量使用特定標籤的，來自競爭對手的跟隨者。
Twitter還有方便的”lead cards”功能，可以使消費者通過點擊按鍵輕鬆下載或訂閱你的列表。
- 要多和他人互動
Twitter 互動方法有很多—— Twitter聊天，查詢或跟隨事件標籤，加入討論熱聊話題等。通過點贊，轉推，回覆——保持與他人的互動才會使品牌的互動持續進行。
- 要優化視覺效果
視覺內容對於Twitter很重要。要確保圖片大小無誤，並設計一個辨識度高的品牌簽名照。這可以吸引眼球，讓品牌在越來越雜亂的內容中脫穎而出，提高參與度。
Twitter 在視覺上要想出類拔萃，就要正確選擇色彩，使用特定濾鏡，使照片呈現出一貫的風格。
- 要正確使用標籤hashtag
作為Twitter的獨家發明，標籤hashtag是Twitter的重要組成部分。標籤為搜索而生——通過標籤搜索，品牌得以直接亮相於一批嶄新的觀眾眼前。為推文添加標籤時，多想一下人們的搜索習慣，也考慮一下該標籤的目標觀眾滲透度。牢記：目標觀眾的收割，才是添加標籤的目的和意義所在！
Twitter 規則之一是每條推文不得使用超過2個標籤，所以戰略性地使用標籤至關重要——把品牌相關的各種標籤編織進不同的推文中，有助於最大限度的獲得目標觀眾。
- 要在簡介中固定放置一條推文
把某條推文固定放在簡介最上方，有助於帶來更多觀眾。可以是一個電子新聞訂閱方式，一個產品頁面登陸鏈接，或其他任何你需要引流的內容。只要沒有人為取消，該推文就會一直顯示在簡介中。
- 要善於做帳號分析
要時刻關注Twitter後台分析，包括跟隨者數量，參與度，推文被轉情況，還可以通過Twitter自有的分析儀錶盤（Twitter Dashboard）獲得更多數據。
Twitter 的analytics.Twitter.com會給用戶提供深度分析，但新推出的Twitter Dashboard會給與用戶提供更全面的分析結果（可查看過去一周，過去30天，過去60天的數據）。數據包括品牌提及情況，推特印象，簡介訪問情況等等，同時也會顯示某個活動的走勢。
- 不要推文內容只關注自己
和其他任何社交網絡一個道理，只發關於自己品牌的帖子，難免會使觀眾心生厭煩。可以間或轉一下別人的推文，分享一些粉絲感興趣的內容。
- 不要使用自動評論
通用的自動評論真的很煩人，這種沒誠意的互動，是逃不過社交網絡用戶的法眼的。你既然敢冒險讓自己的評論形如垃圾，就別怕因此刷刷掉粉。
- 不要沒研究熱門話題就發推
推文要盡量貼合熱門話題，但發推前一定要先對熱門話題進行研究。沒有人想讓自己在熱門話題面前，看起來像個遲鈍的傻瓜。此外，談論熱門話題時，要有獨到的見解，同時與品牌緊密聯繫。
五、Tweeter 的跨境行銷
此外，跨境趨勢銳不可擋，推特能為台灣客戶帶來更大的海外商機！
透過 Twitter 行銷 到海外市場，已經是許多品牌行之有年的做法。由於推特用戶關連性與地域限制的影響較低，品牌更容易連結到潛在粉絲與高價值顧客，在全球近兩億的可變現活躍流量池中，一旦品牌開始透過 Twitter來營銷，就已經在醞釀海外市場了。
當然，品牌若要打進海外市場，可借助 Twitter 媒體優勢與脫穎而出的廣告力量，能讓品牌跨境變得更輕鬆、更容易達成目標。例如可在國際展會投放Twitter 廣告觸及全球潛在買家…等，可將商品「推」出國際。
總之，Twitter的熱潮，是否也像部落格一樣，寫一寫就會江郎才盡呢？
我想，科技始終歸於人性，或許，Twitter只是前奏曲……。
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