[SMK] Social Media Knowledge


Twitter’s Agency Playbook: Is it for you?

@TwitterBusiness has launched a new official Agency Playbook.

The blog post heralding the Playbook’s release claims it’ll ‘help you answer the confusing questions, debunk common pain points, and guide your clients towards Twitter success.’

So, is it a gamechanger or a doorstopper? Well, it depends on where you are at…

Good info for green tweeters

New to Twitter promos? The Playbook is a decent place to start.

While ostensibly aimed agencies, it’ll have uses for inhouse teams too. For example, the summary of available campaign types and what you pay for is possibly the best, most concise coverage of the subject.

As a compilation of procedural instructions, the Playbook will save users time they might otherwise spend browsing the Twitter Business help page.

Unfortunately, the section on ‘What makes a good Tweet’ is full of largely tired advice like ‘emphasise urgency’, ‘include a call-to-action’ and ‘include images and video’. No new directions for professionals there.

Internal data paradox

As an official Playbook, it benefits from ‘data-backed stats from years of internal research’. But, sometimes that asset becomes a liability.

Beyond the first three pages, every citation refers only to ‘Twitter internal data’. The omission of third-party references begs the question: are they absent because no such supporting evidence exists?

Statements like ‘Brands see 8% more brand love on Twitter’ are footnoted to reveal the source: ‘Twitter internal data, 2017’. No explanation is given of the metrics behind their definition of ‘brand love’. Nor is there clarity about which platforms were compared. One gets the sense it might just be Twitter's general feeling on the matter; or at least, what their opinion was in 2017.

Any potentially actionable stats are old news: For example, the fact that ‘Promoted Tweets with videos save more than 50% on cost-per-engagement’ is interesting and it features on page 18 of the Playbook. But, that stat first appeared in this Twitter Business blog post more than six months earlier.

For who?

Michelle Lee from Twitter’s content marketing team says the playbook ‘was created for marketers, social media and community managers, and agencies that live and breathe this world every day’. But, will it actually help such professionals breathe easier?

If you’re already flying in the Twittersphere, this Playbook is probably below you. It's nice to have current data compiled in one slim volume, but there are no new reveals and few if any stats that would prompt professionals to switch strategies.

If, however, you’re after a quick intro to run campaigns on Twitter—and if you’re happy trawling through a bit of Twitter ‘s self-promotion—this is a convenient read.

Grab your free pdf of the Agency Playbook, created by @TwitterBusiness to see if you find it useful.

Would you be more likely to keep and use a social media platform’s Playbook if they toned down the self-promotion?


Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.


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