I launched Twitter early in January, 2016, though I didn’t start actively posting until several months later. Currently, I am posting 20-25 times per day, which is moderate to low volume for Twitter. The pace provides more opportunity to amplify other local businesses, New Mexico products, bloggers, photographers, restaurants, hotels, destinations, artists, etc. The content is similar to Facebook; culture, food, history, nature and travel, but the streams are not duplicative. It is rare that the the same content is running on both feeds on the same day.
New Mexico is not very active on Twitter compared to Facebook and Instagram. However, based on the feedback from people following on Twitter, it is a powerful tool when it comes to developing new markets. I perceive Twitter as a pool of potential customers, people who don’t realize what New Mexico has to offer and/or don’t realize that there is a state between Texas and Arizona.
Though the Twitter audience is significantly smaller than Facebook at just over 70,000, the impressions have grown at a much faster rate throughout 2018. The growth directly correlates to audience growth. Whereas Twitter has an algorithm, it doesn’t choke the newsfeed and post exposure like Facebook. Travel and hospitality oriented businesses are missing an opportunity if they aren’t developing Twitter.
Twitter is a different dynamic, a different audience, and a different world; however, the Twitter audience complements Facebook and Instagram in many ways.
Facebook is predominantly local and regional, 35+ and 60% female. Instagram is mostly under 35, with a strong New Mexico and regional contingency augmented by a significant national and international presence. Twitter fills in the middle in terms of age, while remaining close to 50/50 in terms of gender. However, geographically, Twitter expands the national and international audience dramatically. There are more people from the UK following New Mexico Nomad on Twitter than from New Mexico.
Twitter involves a lot more interaction with travel bloggers, media personalities, historians, archaeologists, geologists, academics, attorneys, students, etc. It is a pool of people that don’t know how interested they are in New Mexico until they start following a few New Mexicans.
I have targeted UK, Germany, Scandinavia, France, Belgium, and Holland, because they have a peculiar affinity for the American West. I incorporated comment fields on most of the content as part of the recent website redesign to further encourage the community dynamic, and to spread the benefit of local input beyond Facebook. It provides a way to pool good suggestions, get the social media audiences integrated (and cross pollinated), and to memorialize the interesting stories and recommendations that are currently lost to the speed of the newsfeed.
Impressions on Twitter is a total tally of all the times the Tweet has been seen. This includes not only the times it appears in a one of your followers’ timeline but also the times it has appeared in search or as a result of someone liking the Tweet. It does not include times someone may have seen the Tweet through an embed on a website, third-party platform like Sprout Social or via text preview. It only counts when you see it on Twitter itself.
I use Webfluential to assess post value. The value cited is not a factor when structuring campaign pricing. It would be unrealistic in New Mexico and my goal is to cultivate a large audience and to create effective marketing campaigns that are financially accessible to small, local businesses. That said, it is an important piece of data to assess the impact, value, performance and effectiveness of the Nomad Twitter platform.
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