<p>With the increased use of social media as a
marketing tool, marketing strategies and the way brands communicate with
customers is changing. Due to its low cost and characteristic short length of
messages, Twitter is an especially beneficial marketing tool. Twitter is free
and consists of making posts that are easy to compose and easy to consume,
which makes it an ideal way for companies, such as startups, to reach customers
without having to use many resources. However, companies should be strategic in
their use of Twitter and no data exists on the best practices for startup
companies as they develop Twitter marketing plans. This study sought to address
this issue and explored different methods for engaging followers and which of
these methods were the most effective for technology-oriented startups to use.
A content analysis revealed that engagement tools, such as media, hashtags,
URLs, and mentions serve their intended purpose for tech startups and were
related to engagement. However, using conversational, two-way communication, as
suggested by marketing companies and literature, proved to not be positively
related to engagement rates. One-way, promotional language that is typically
advised against was more related to higher engagement. Thus, startup tech
companies should continue to prioritize engaging followers with engagement
tools but should focus on non-conversational topics, such as their products,
events, news, and updates.</p>
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/8041280 |
| Date | 15 May 2019 |
| Creators | Madeleine R Holmes (6634832) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY 4.0 |
| Relation | https://figshare.com/articles/Startups_Use_of_Twitter_A_Content_Analysis_of_Engagement_Tools_and_One-Way_Versus_Two-Way_Communication/8041280 |
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