With its 255 million monthly active users, Twitter is a beast. It’s very easy to get lost when searching for relevant people to engage with and targeted conversations to jump in. But the question is: how do you scale those activities without spending hours every day?
At Uberflip, Twitter is one of the main channels driving traffic to our Content Hub and sending people over to test our content marketing software. But if you want to get above average results on Twitter, you've got to use the right tools. I would like to share with you 3 secret weapons that we use at Uberflip for targeted Twitter engagement.
Targeting the right Twitter accounts
One of my favorite toys to analyze Twitter is followerwonk by Moz. It helps us target people based on who they are following or based on their profile information.
The first method allows you to compare up to three Twitter profiles and find out who is following or followed by one or many of them. For example, Uberflip integrates seamlessly with Marketo so we think that users following @marketo and another industry leader like the Content Marketing Institute might be our target audience. We select users who follow both of them but do not follow us (yet).
The output of the followerwonk "compare users" tab is a Venn diagram like the one below:
A perk of being a Moz Pro subscriber is the ability to sort accounts by social authority (which I find to be an accurate metric) and to export the results into a spreadsheet. But don’t worry, you will have access to all the reports even with a free account - you will just need to do a little more manual work to pick the best accounts to engage with.
Another way to target users is by using the Search Twitter bios tab on followerwonk. This allows you to search for specific keywords and criteria. In the example below, I will search for CMOs because they are often involved in the buying process of marketing software like ours:
I will also filter out accounts that may be too hard to engage with. For example, a user following 2,500 accounts would hardly see us in their timeline and users with 15,000 followers probably have a lot of mentions to deal with already. My rule of thumb is to find accounts with a followers/following ratio between 0.5 and 1.5 so there is a higher chance they follow back, see our tweets and engage with us. Again, you may want to take into account the social authority of those users.
Searching for relevant conversations
Twitter advanced search is a great way to find tweets about relevant topics but it’s not scalable for a business who wants to analyze thousands of tweets (like us). One way to counter that is by using a tool called ScraperWiki. This tool will “scrape” Twitter and display your Twitter search results in a structured table that you can export and analyze.
ScraperWiki uses the Twitter search operators allowing for powerful queries. If you don’t know about the operators yet, you should definitely take a look at the list below because you can also use them at any time in the regular Twitter search box:
Ultimately, you will be able to merge your findings from followerwonk with those of ScraperWiki for hyper-targeted accounts engaging in the most relevant conversations. In other words, your target audience.
Context is everything
The bad news is that once you built a list of prospects, the job is just getting started. You have to follow them either by a real follow or by using Twitter lists, and start engaging with them at the right time.
To engage with someone on Twitter in a meaningful way, you need some context. For that matter, we use the Riffle Chrome extension. If you know about Rapportive for Gmail, well this app does the same trick but for Twitter. It helps you understand what people are talking about and who they are talking to. You can also find the link to other social profiles and learn a few stats about their tweets.
Here is Uberflip’s Riffle profile:
I hope that these tools will help you to target prospects on Twitter and grow your business. You will definitely save countless hours of work by using them rather than going through all of this manually. If you are using other tools worth checking out, please let me know in the comments!