#BigSocial: Powerful Twitter Strategies

Following a huge applause from the audience, Lilach Bullock was the second speaker of the day at The Big UK Social Media Conference #BigSocial ready to discuss powerful Twitter strategies.

Kicking things off with the statement that it’s not about the quantity of followers; rather, the quality of them – Lilach was keen to stress that being on Twitter (well, any social media platform for that matter) is all about having a loyal and engaged following.

Go back to basics, she advised, and consider WHO and WHERE your audience are, and WHAT they want to see and hear. On that note, it’s important to get your brand’s Twitter handle out there on everything from business cards to merchandise, products to transport – this is key to visibility.

A useful tip Lilach mentioned to help build your following was the power of Twitter lists, a great way for people to find and engage with your brand. This is a feature that can often get overlooked, but it is worth devoting time to this when using the platform. We’ll be sure to take that on board!


Echoing Sharon’s emphasis on defining the purpose of content and social posts and putting quality ahead of quantity, it’s not about how OFTEN you tweet, but more so WHAT you are tweeting. Provide great value, and people will love it – simple and straight to the point. With an optimised profile plus asking questions on the channel to encourage interaction, these should be key elements in any Twitter strategy.

Split testing your tweets was an important point mentioned by Lilach. Anything can be split tested, from headlines and hashtags to time of the day and whether links, images and/or questions work best. The audience nodded in agreement, keen to apply this practice to Twitter and social posting, not just things like email subject lines.


Running a competition via Twitter? Lilach outlined some key tips and considerations, including:

  • Setting goals
  • Engaging with target audience
  • Choosing the right TYPE of competition
  • Software to assist
  • Using hashtags
  • Cross promoting via different social media channels
  • Maintaining momentum
  • Images and designs to be used
  • Outlining the prizes, rules, terms and conditions
  • Extending the competition

Tip: Think about the type of prize you are giving away in order to get people to engage – that’s what’s important!

Onto Twitter advertising, something which Lilach sees as a great, cost effective form of social advertising. Interestingly, she mentioned that the best results have been seen with the promoted accounts in search option, which helps to increase reach and is shown to users with high intent; ready to take action.

Tell users why they should follow you in your adverts, keep it simple and don’t offer distractions – great points raised there. Lilach also stressed not to put more than one call to action within your Twitter advert, as you want your audience to quickly take action and not have to read loads of text.

Finally, onto some Twitter tools. Here are the ones mentioned:

  • Buffer – for scheduling social updates
  • SocialOomph – the only tool to allow recurring scheduled tweets
  • ManageFlitter – for cleaning up your Twitter account
  • Talkwalker – a social listening tool for analytics
  • TweetChat – for monitoring topics and chats
  • Hashtagify – search for hashtags and find influencers
  • Commun.It – relationships of Twitter followers

To round things off and to highlight the last part of the fast and furious talk, a strong message from Lilach: if you are not monitoring and analysing your Twitter activity then you shouldn’t be doing it at all. We completely agree with that point!

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