Since tweets are short and real-time, they are the best vehicle for brands to raise awareness, manage a crisis, promote content, and monitor conversations. Savvy marketers have discovered how to use Twitter to enhance their marketing efforts, delivering meaningful business results from small businesses to large multinational corporations. This post explores how tweets affect critical marketing aspects: branding, lead generation, customer service, and market research, and offers strategies for brands to leverage Twitter's value.

The Rise of Twitter Marketing

Twitter, initially a microblogging service for quick daily updates, evolved into a powerful tool for customer engagement. Early adopters like Dell, Whole Foods, and Zappos pioneered its use for customer service. As other brands experimented with content marketing, promotions, and market research via Twitter chats, adoption surged.

For the past decade, Twitter marketing has become integral to many brands' digital strategies. Thirty-one percent of marketers consider it critical for increasing brand exposure, driving website traffic, and engaging consumers. With features like promoted ads, analytics, and buy buttons, Twitter has also become a key channel in the purchase funnel. Seventy-nine percent of people on Twitter...