Twitter Unveils Agency Playbook for Marketers, Ad Agencies and Social Media Managers

The social network highlights campaign best practices

twitter agency playbook
Twitter's Agency Playbook spans targeting tools and best practices. Twitter

Twitter introduced its Agency Playbook on Tuesday, billing it as an essential guide to the platform for ad agencies, marketers and social media and community managers.

“Digital advertising is hard,” content marketing coordinator Michelle Lee said in a blog post. “With new targeting tools, lightning-fast trends and constantly changing best practices, it can be overwhelming and challenging to stay on top of the game—especially when you’re managing campaigns for multiple clients.”

The Agency Playbook is divided into several sections containing best practices and information on interest-based targeting tools, specifications for ads and analytics, including input from Twitter’s global business team, brands and agencies.

A look at where Twitter fits into a client’s strategy helps agencies and marketers plan organic and paid content, schedule that content, establish the brand’s conversational voice and break news about that brand via the platform.

The playbook also helps with management of client expectations, stressing that success on Twitter is not limited to adding followers, and detailing the metrics and targeting options that are available, as well as preaching patience.

Best practices for brand Twitter accounts are detailed, such as ensuring that all appropriate information is included, maintaining visual consistency and choosing the best pinned tweet.

The social network also suggested creating a Twitter Ads account weeks in advance of beginning to run ads on the platform, as well as emailing for more elaborate tasks, such as setting up multi-user logins and insertion orders.

“Everything on Twitter centers around the tweet,” as the playbook puts it, detailing the best use of every component including video, images, text length, emojis, hashtags, brand voice, timeliness, sense of urgency and calls to action. “[W]hen advertisers can’t nail the right format or tone, they’re losing valuable engagement and ROI.”

Details are provided on the types of campaigns offered by the social network, including optimizing for followers, website clicks or conversions, application installs, app re-engagement, tweet engagement and video views. There’s also a through look at specifications for tweets, media and various ad formats and cards, as well as a chapter devoted to statistics and data points aimed at helping people pitch Twitter to their clients.

Targeting options are broken down, with tips on using the social network to reach audiences by demographics, keywords, interests, events, conversation and engagement with previous tweets, as well as tailored audiences and conversion tracking.

A complete view of analytics follows, including guides to Twitter’s tweet activity dashboard, audience insights dashboard, account home page and campaign dashboard.

The guide wraps up with several pro tips and success stories from Twitter’s global business team, brands and agencies.

Lee concluded, “This content was created for marketers, social media and community managers and agencies that live and breathe this world every day—to help you answer the confusing questions, debunk common pain points and guide your clients toward Twitter success.” David Cohen is editor of Adweek's Social Pro Daily.