Paul Hanrahan
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Social media and online advertising can provide fantastic results for cultural bodies wanting to increase awareness, drive ticket sales or promote their own fundraising campaigns.

It’s getting harder and harder to make contact with new followers on social media organically. Fortunately, a carefully planned boost in the form of paid-for advertising on social can go a long way.

With this in mind in this mini-series, we’re looking at the various social media platforms out there and sharing the pros and cons of each with you, starting with Twitter.

Get specific

One of the big bonuses of advertising on Twitter is that it allows you to focus in on key topics and target demographics with relative ease. Start off with a Twitter search to find out about trending subjects related to your campaign. This should also help you think about appropriate content for your ad campaign.

There are two main advantages to Twitter – cost and targeting.

Twitter is excellent for keyword targeting. You can target people who have used a specific word or hashtag in the last seven days such as #fringe17. This is a clear advantage over Facebook which just offers targeting of broader topics.

Twitter also allows you to retarget those who have interacted with one of your tweets, and you can also target every Twitter user who follows specific accounts.

Pay for performance

With Twitter, you only pay if your ad performs to your goals, rather than on impressions. Your goals could be anything from clicks through to your website, app downloads or mentions and follows. The cost per click rate for Twitter is low, but this is because Twitter doesn’t have the same reach as Facebook – something worth considering when you’re looking at where to spend your social advertising budget.

Stick with us for the next few weeks, our series will focus on the range of different online advertising channels and highlighting some of the benefits of each.

Main image credit: multiple tweets plain by mkhmarketing (CC BY 2.0)