Twitter Channel Management

Home
Case Studies
Twitter Channel Management

Client City of Clearwater, Florida
Project Date October 2016 thru September 2017
Type of Project Social Media & Influencers

Background:

City of Clearwater had been sharing management of their Twitter channel with a previous agency. With two teams trying to create and manage social content, messaging was erratic, disjointed and engagement was low. H|DM recommended that the city’s Twitter channel for hospitality marketing be managed by a single entity to avoid disjointed messages. H|DM was tasked with the management and development of the channel with the goal of increasing engagement and activity growing their follower community.

Research:

With the purpose of encouraging families to plan trips to Clearwater, Florida, H|DM was charged by the City of Clearwater to develop an annual Twitter social media campaign that would engage millennials and families.

Due to the limited budget, primary research was not an option but secondary research showed the proclivity of travelers to use Twitter. According to a review of recent secondary research, travelers use Twitter for everything from finding deals to sharing experiences to giving recommendations. The tweets they see and send make an impact. In fact, one in two Twitter users says Twitter content is influential in their consideration of a travel brand. Additionally, half of Twitter users surveyed say Twitter content is influential in their consideration of a travel brand.

Their favorite kinds of content? Users say they’re most interested in Twitter-exclusive discounts/deals exclusive (46%), last-minute deals (41%), contests/promotions (30%), funny/light-hearted content (30%) and travel ideas/stories (27%).

H|DM determined it best to create content that shows the millennial family having an epic experience encouraging other millennial families to pack up and visit Clearwater.

Objectives:

Facilitate a minimum increase of 5% in Twitter followers between October 1, 2016, and September 30, 2017.
Increase engagement score by a minimum of 20 points as well as monitor a comparative report between City of Clearwater and Visit St. Pete/Clearwater Twitter channels with the purpose of meeting or exceeding their engagement levels between October 1, 2016, and September 30, 2017.
Post a minimum of 30 monthly tweets between October 1, 2016, and September 30, 2017.

Evaluation:

Twitters followers on October 1, 2016, were 11,239. On July 24, 2017, follower count reached 15,417 demonstrating a 37% increase. This was 32% higher than the goal set and was completed approximately 2.5 months prior to the deadline.
Engagement increased from a score of 29 to 53 resulting in a 82.7% increase.
Total tweets sent prior to H|DM taking over the Twitter channel averaged 25 per month. After H|DM assumed management the total was 842 tweets published which is a 236.8% increase resulting in an increase of return messages from followers of 39.2% over the previous year.