Tag Archives: Promote

White House had big plans to promote serial wife beater Rob Porter before his history went public

Campaign Action

Rob Porter was so exemplary, he was up for a promotion. That news came just after FBI Director Christopher Wray confirmed Tuesday during testimony that the White House knew for months about the former staff secretary’s history of domestic violence. Nonetheless, he was in “serious discussions” to take on bigger roles in Donald Trump’s West Wing, writes CNN:

Porter had been actively lobbying to take on new policy portfolios outside the traditional scope of the staff secretary, one person familiar with the matter said, which included speechwriting duties and a role in planning policy rollouts. Neither of those tasks is traditionally carried out by the staff secretary.

One of the areas Porter was set to delve further into was trade policy, according to the person. Porter was a regular attendee at a weekly trade meeting among top-level administration officials.

He was also being considered for the deputy chief of staff position, another source familiar with the situation said.

John Kelly was reportedly one of Porter’s biggest fans and wanted to be sure he was “being used to his full potential.”

Kelly “definitely wanted to expand his role,” a source familiar tells CNN.

Trump will almost surely have someone’s head over this, as he doesn’t look kindly on bad press generated by others. He prefers being he sole source of his own humiliation.

As the fallout from the Porter scandal has stretched into a new week at the White House, a frustrated President Donald Trump has spent his days phoning allies and associates for advice on how to handle negative coverage, sources familiar with the conversations say.

Trump’s also got that sads that the main focus of his “agenda” might be hampered by the exit of key abusers on his staff.

He is particularly concerned with advancing his immigration proposals, a policy objective that has been helmed by Kelly.

And by “immigration proposals,” he means “deportations.” 

Fox News helps promote Border Patrol union's alternative facts regarding border agent's death

Last year, Donald Trump, Texas Gov. Greg Abbott and U.S. Senators John Cornyn and Ted Cruz wasted no time trying to pin the death of a border patrol agent on Mexicans, with Trump tweeting that “we will seek out and bring to justice those responsible. We will, and must, build the Wall!” Gross … and fake news. The FBI interviewed nearly 700 people and in a report released this month, stated that it found no evidence that the agent was attacked by Mexicans or anyone else for that matter. Seems clear enough, unless you’re reading Fox News:

x

Reporting vs propaganda pic.twitter.com/clObwaNyDu

— Lis Power (@LisPower1) February 11, 2018

Don’t let the facts get in your way, guys. It must be noted that the National Border Patrol Council, the Border Patrol’s official union, endorsed Trump in 2016 and has been colluding with anti-immigrant organizations for years. Among other things, the union records a podcast out of Breitbart studios, and according to a 2015 report, “the Texas chapter of the National Border Patrol Council honored Breitbart Texas … and its Managing Director, Brandon Darby, with an appreciation award for their work in ‘exposing the realities of law enforcement along America’s southern border.’” 

Well, “the realities of law enforcement along America’s southern border” actually include border agents purposefully destroying lifesaving jugs of water left in the desert and then prosecuting the good samaritans who leave them there, but the union most likely won’t mention that during their next podcast. Their mission is an anti-immigrant one, and Fox News’s mission is to defend Donald Trump at all costs. The unfortunate headline in the tweet shows what happens when the two marry without any regard to the facts.

How Effective is Twitter Promote Mode? We Tested It for 30 Days.

“@buffer, you’re invited to our beta program”

Late last October, we received an email from Twitter with the above subject line. We were lucky to be the few selected for Twitter’s new automated ads beta program, Promote Mode.

The idea is simple:

For $99 a month automatically promote your Tweets and profile to expand your audience and attract new followers.

At Buffer, we are always excited to experiment with new things, especially around social media marketing. So we jumped right in! We paid $99 upfront and tested the Promote Mode for 30 days.

In this post, you’ll learn about how Twitter Promote Mode works, and we’ll share our results from the 30-day experiment.

30 Days of Twitter Promote Mode: Our Results, Analysis, and Decision

What is Twitter Promote Mode?

The official name for Twitter’s automated ads program is Twitter Promote Mode. Here’s how it works:

For a flat monthly fee of $99, Twitter will automatically promote your tweets according to your preferred targeting (interests or locations).

This program is great for people who want to promote their brand or products on Twitter and want to save time and hassle from running Twitter ads manually.

According to Twitter,accounts with up to 2,000 followers will see the most value“, and Twitter is working on higher price plans for accounts with larger following.

Here are more details on how the Twitter Promote Mode works, according to Twitter2Twitter, 2017:

  • All you have to do is tweet as per usual.
  • Each day, Twitter will select up to your first 10 tweets that meet its quality requirement and promote them to your selected audience.
  • Retweets, Quote Tweets, or replies will not be promoted.
  • The ad creation is automated. You don’t have to create the ads yourself but you don’t get to choose the tweets to promote, too.
  • You can still run Twitter ad campaigns alongside your Promote Mode subscription.
  • On average, accounts will reach 30,000 additional people and gain 30 followers each month. (But performance may vary.)

How to set it up

It’s super easy to set up the Twitter Promote Mode; it takes only four quick steps. If you want to follow along, you might be able to find the “Promote Mode” option when you click on your profile image on twitter.com.

Navigate to Twitter Promote Mode

Otherwise, you can try this direct link: https://ads.twitter.com/subscriptions/mobile/intro

1. Select your country and timezone

Twitter Promote Mode step 1

The Twitter Promote Mode is currently only available in the U.S., the U.K., and Japan. As I was able to subscribe to the program from Singapore, it’s likely that the program is available outside of the three countries stated.

But you will have to pay in one of the three countries’ currency and have to pay any applicable taxes of your selected country. Also, Twitter will only promote your tweets to people in either of these three countries.

Note that you will not be able to change your country and time zone once you start the subscription.

2. Pick your targeting

Twitter Promote Mode step 2

You can have your tweets promoted to either people who like certain categories, such as “Pets” or “Travel” (i.e. “Interests”), or people in specific locations (i.e. “Locations”).

3. Refine your target audience

Twitter Promote Mode step 3

Then, you can choose up to five interests or five areas in your selected country, depending on your selected targeting option in the previous step.

4. Enter your credit card details

Twitter Promote Mode step 4

Finally, once you’ve checked your settings and checked the agreement at the bottom of the page, click on “Proceed”. You will be prompted to enter your credit card details. Twitter will review your account before it starts your subscription.

When Twitter approves your subscription, you can sit back, tweet (or Buffer your tweets), and enjoy automated promotion of your tweets.

Checking your results

The easiest way to see your results is through the Twitter mobile app. Tap on your profile photo, and then tap on “Promote Mode”2The GIF is taken from Twitter.. These are the data you can see on your dashboard:

  • A progress bar for the 30-day period
  • The number of people your promoted tweets have reached
  • The number of followers you’ve gained through the promoted tweets
  • The number of visits to your Twitter profile from the promoted tweets
  • The number of tweets promoted

Twitter Promote Mode dashboard

Section separator

Our Twitter Promote Mode experiment

Our results

Over the 30-day period, I took a screenshot of our results almost every day to track our progress. At the end of each week, I would record the results up to that point. Here’s how the tracking document looks like:

Twitter Promote Mode tracking

At the end of the 30 days, here are our results from the Twitter Promote Mode:

  • 28,686 people reached
  • 34 followers gained
  • 230,092 profile visits
  • 170 tweets promoted

Twitter Promote Mode results

Additional data points

Besides looking at our data, I thought it might be helpful to also look at the results of others who have tested Twitter’s Promote Mode.

During Twitter’s three-month pilot program, Bruce D. Sanders “gained over 30 new followers and reached over 30,000 additional people each month”3Twitter, 2017.

Matt Navarra, Director of Social Media for The Next Web, achieved similar results — 26 new followers gained and about 36,000 additional people reached. (For context, Matt Navarra mentioned that he usually gain about 600 to 1,000 followers organically every month.)

Rhys Gregory, Digital Director at Effective Communication, did a quick video review of the Twitter Promote Mode and shared his results — 43 new followers gained and about 36,000 additional people reached.

Rhys Gregory Twitter Promote Mode results

Evan Kirstel, a social media consultant,‏ tweeted his results halfway through a month of the Twitter Promote Mode. Assuming the results would double by the end of the month, he would have gained 24 new followers and reached about 50,000 additional people.

The performance of the Twitter Promote Mode seems to be fairly consistent and in line with what Twitter promises — “On average, accounts will reach 30,000 additional people and add 30 followers each month.”4Twitter, 2017

The decision

Near the end of the 30 days, we decided that we would not renew our subscription. (When you cancel the subscription, the promotion would continue to run until the end of the 30-day period, unless you pause it.)

We based our decision on three main factors.

1. Performance

Besides looking at the results in isolation, we compared them with our Facebook ads performance. The Twitter automated ads performed slightly better than our recent Facebook engagement ads in terms of the reach per dollar spent.

Twitter Promote Mode vs Facebook ads

But it might be helpful to note that the automated Twitter ads are not scalable. We cannot spend more money to get more results, unlike Facebook ads. So based on our results, we can expect to reach about 29,000 additional people every 30 days for $99.

If we were to look at the follower growth only, we can also see that each new follower from the automated ads cost us about $3, which is pretty expensive. (This is a rough calculation as the ad money paid is used for both promoting our tweets and gaining followers.)

2. Limitations

The Twitter Promote Mode also has several limitations.

Limited targeting options: Firstly, we can only choose either interest targeting or location targeting (and not both). I feel that this makes the audience a little too broad for the ads to be effective.

Secondly, only two of the interest options, “Business” and “Technology and computing”, make sense for us. Furthermore, they aren’t exactly our audience’s interests — marketing and social media. So the people that we’ve reached might not have been our actual target audience. A case in point: despite reaching more than 28,000 additional people, only 34 followed us.

 Twitter Promote Mode targeting

Unable to select which tweet to promote: I believe this is meant to be an advantage of the program, where the promotions are on auto-pilot. However, as we tweet very often, it’d be great if we could select the tweets for promotion. For example, it might not be useful for us to promote a #bufferchat question.

3. Ease

Finally, the automated nature of the program provides a great ease for individuals and small business owners who might not have the time to manually create ads. We can just set and forget…

… only to a certain extent.

It could be possible for the program to promote an inappropriate tweet, such as tweets about Buffer’s downtime or our condolences for world tragedies. During these times, we’ll have to manually pause the promotion. (Yes, you can pause the promotion anytime but that won’t pause your subscription.)

That said, this situation is quite unique to us. If all of your tweets are suitable for promotion, you won’t face this challenge.

 

Section separator

Will you try it?

Overall, we believe that the Twitter Promote Mode could be more valuable to accounts with a small following (up to 2,000 as suggested by Twitter). We’d also be keen to check out the additional plans Twitter rolls out for Promote Mode and whether some might be better suited for those who already have a reasonably large following.

A good rule-of-thumb to decide if this is suitable for you might be to compare your organic Twitter performance with the average Twitter Promote Mode performance of 30 new followers and 30,000 additional reach. Here are a few more things to consider

  • Are these gains worth $99 (or more) to you?
  • Can you achieve better results with the traditional Twitter ads, assuming you have the time to manually create them?
  • Can you invest the money in other social media advertising options and get better results?

If you would like to read more about the program before you try it, you can check out Twitter’s help page.

Now that you have read our analysis, do you think you’ll give it a try?

Image credit: Unsplash

.footnoteContent a{ font-size: 1.3rem !important;}

5 Ways to Promote Your Event on Social Media

256014405 Ways to Promote Your Event on Social Media

The proof is in the pudding: event marketing packs major value for businesses, including new referrals, quality leads, deal closures, and upsell and cross-sell opportunities.

In a special report by Event Marketing Institute and Mosaic, nearly all consumers surveyed said they felt more inclined to make a purchase after attending an event, and 95% of marketing professionals agree that live events provide attendees with a valuable opportunity to form in-person connections in what has become a predominantly digital world.

2018 Social Media Marketing Planning Guide

However, that does not mean that digital tools — namely social media — shouldn’t play a major role in the success of your event before, during, and after. On the contrary:

  • 88% of companies use social media to drive event awareness.
  • 70% of top companies and brands say social marketing related to event programs is critical.
  • 66% of people attending a live event engage in online activities during the event.
  • 34% of event attendees post about the experience on their feeds.
  • 33% of attendees take photos during the event.

The success of your event depends on how well you promote it, and a solid social media strategy is critical to not only your promotion plan, but also the experience your guests have. Here are the top ways to harness the promotional impact of social media for your event.

Create a Content Calendar

In their event promotion guide, Eventbrite explains how “your social media strategy should depend on the size and scope of your event, but if you’re looking to expand your reach without blowing out your budget, it’s time to go all-in with a comprehensive social strategy.”

A comprehensive social media strategy should include the following:

  • An official hashtag
  • Cross-platform promotion
  • CTAs and links from your social media to your ticketing provider

To make the task of managing your message across multiple platforms less overwhelming, schedule out your content ahead of time.

Scheduling
Sprout Social Scheduling

It will take a lot of work up front, but it will pay off in the end, and you’ll thank yourself later.

Monitor Your Performance

Simply Measured Social Analytics Dashboard
From the Simply Measured Social Analytics Dashboard

A content calendar is a great tool, but don’t overlook the value of tracking and analyzing performance along the way. Simply Measured social analytics gives you insight into which posts are being shared the most, which days and times give you the highest engagement, and which content is receiving negative feedback.

Put simply, your performance data will help you figure out what’s working and what’s not. This data is critical when auditing your strategy and finding ways to improve and modify your approach.

Retarget and Generate FOMO

Sometimes, the hardest part of the promotion battle is pushing those people who are interested over the edge into sign-ups and RSVPs. To help capture them, utilize retargeted ads. When compared to display ads, the average click-through rate for retargeted ads increases by a whopping 900%.

When drafting your retargeted ads, create a sense of urgency by using a countdown, teasing early-bird pricing deadlines, or using certain phrasing that generates a bit of healthy FOMO.

Make It Share-Worthy

This may seem obvious, but take the time to understand what entices your specific target audience and attendees to share, and make sure to incorporate elements that lend themselves perfectly to those impulses throughout your event. Your top priority should be keeping attendees engaged both before and during the event.

Before the day of the event, tease out special guests and line-ups or other features that are sure to get people excited. At the event, have signs that clearly spell out the hashtag to encourage users to live-share on social and to help keep the messaging consistent. Also provide a free Wi-Fi network to further encourage attendees to engage and share throughout the day.

Capitalize on the After-Party

Don’t let your event end when the last guest leaves. There are a number of ways to maximize the value of your event by sharing exciting, highly visual recaps on social and continuing to engage with attendees.

Encourage people who attended to re-share the photos you publish and request their feedback. Also make sure to celebrate and share any natural press mentions that result, thanking your guests for making it such a success.

The post 5 Ways to Promote Your Event on Social Media appeared first on Simply Measured.