6 Ways to Use Twitter Moments for B2B Brands
by MGB2B
Photo Source: Twitter Blog
Twitter has been bending over backwards to gain new users. You may have noticed a slew of new features such as: “What’s Happening?” at login, a channel-wide push for live video, and notifications that tell you what people you follow are saying on Twitter. Yet, what is possibly the most useful tool Twitter has released in the past several weeks seems to have slipped under the radar: Twitter Moments. The feature is accessible to everyone as of a few weeks ago. And it is now available for use on mobile for the first time!).
A Little Background on Moments
Maybe you remember all of the pomp and circumstance around the release of Moments in late 2015, topped off with a TV ad campaign earlier this year. Moments launched as a feature visible to all Twitter users, but customizable by only a few. These collections of five to ten tweets about topics like science, sports, and entertainment were curated exclusively by Twitter employees and select publishers, leaving average users rather disconnected. Now that they are available for all users to create and with the ease of using your phone, Twitter Moments for B2B brands can become a useful tool in your social media arsenal.
Unlike a single retweet, a Twitter Moment allows you to collect and share several tweets at once from other users. For example, if you were to create a Twitter Moment about Elon Musk’s recent presentation on traveling to Mars, you may have selected a tweet from The Verge showing people flooding into the room, a tweet from a fellow viewer as Musk took the stage, and several tweets highlighting main points Musk made, as well as questions from the audience. While none of these tweets came from you personally, they would represent discussions and points of view that interest you.
Once you have a handle on how to create them, check out these 6 ways to use Twitter Moments for B2B brands:
- Cover events and trade shows. B2B trade shows create a flurry of great tweets and exchanges between exhibitors and visitors. In addition to pumping out content about your own experience at the show, use a Twitter Moment to aggregate 10 or so tweets that sum up the event. You or someone on your social media team can create Moments as in-the-moment updates during the show or as a summary of each day of the event.
- Offer commentary on conferences. Similar to the trade show tips above, Twitter Moments can create valuable summaries of conferences, webinars, workshops, and other live events for you and your followers. A Moment consisting of tweets posted throughout the presentation can help demonstrate your company’s perspective on a topic or simply act as an outline of the information you just received.
- Bolster product launches. Many trade publications rely on social media just as heavily as email to distribute news about new B2B products. As you send out your press release, create a Moment to aggregate tweets from these publications as they spread your news on Twitter.
- Follow market trends. Use Moments to track things that impact your industry (or your customers’ industries) such as new regulations, research, and other changes. Follow emerging technologies that could become new applications for your company’s products. Or monitor fluctuations in market value.
- Showcase your company’s interests. Does your company support a cause? Or are you closely tied to the surrounding community? Help your followers learn more about your company by sharing Moments about things that are important to you.
- Position your CEO as a thought leader. A CEO who maintains an active social media presence can offer many benefits to their company. Most importantly, it ties a personality and face to the company. This creates a persona customers can connect with. It’s a great way to demonstrate interest in things that impact the company’s well being. Yet with only 39% of Fortune 500 CEOs using social media, many Twitter users following B2B companies don’t know who CEOs are or what interests them. This is something you can take the lead on.
Now that the feature has been extended for use on mobile, Twitter Moments for B2B brands can become an even more versatile tool for PR and event coverage. Time to seize the Moment!
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