It’s widely acknowledged that social media is at the cutting edge of online marketing – especially given the speed at which the various platforms develop their targeting possibilities. Not only that, but 92% of customers trust social media and word-of-mouth advertising above any other form – so getting it right can mean a marketing revolution for your organisation.

From a quick glance at Twitter you can see how the big companies are performing – and it’s usually extremely well – little surprise considering they have armies of marketing staff who can power their brand throughout the day.

But what about the less prevalent industries? For example lets say you’re an IT Support Company based in Glasgow.  There’s some great use of Twitter out there – especially when it comes to communicating with audiences. We’ve had a look at how some of those industries are making waves:

Manufacturing an Engineering

You could be forgiven for thinking that in a landscape dominated by celebrity and leisure brands – the world of manufacturing and engineering wouldn’t find much of a foothold – but you’d be wrong.

Some of the world’s foremost engineering and manufacture companies are using Twitter as well as the celebrities – although obviously to a different audience. Generally, the most read and re-tweeted information is based around industry news and research in the sector.

Both manufacture and engineering are driven by heavy research on the most recent and relevant techniques and processes – as such, a good company account in this area generally looks like a flick through an industry journal. Twitter offers something that a journal doesn’t though – conversation, so where a journal or professional magazine is cast aside after reading, the interactions following a good industry tweet can inspire conversion, networking and company ideas for days to come.


If you’re thinking about any IT interface being used by a finance company – it’ll probably only take a split second for you to move your thoughts to security and data protection. Of course, finance companies have to be careful when interacting with customers on Twitter – but that doesn’t mean there isn’t a huge amount that can still be done.

An increasing number of customers want to be able to communicate with their bank online and in real time – and the best financial organisations are making it happen. What’s more – they’re using Twitter to jump on negative publicity before it spirals – a wise move in the viral world of 2017.

On average, a finance company takes 28 minutes to respond to a customer on social media – which is far more pleasing than sitting listening to hold music for lengthy period.

The benefits are two-fold when finance companies integrate their social media interactions into the Customer Relationship Management tools too – their customer data expands – and as a customer, you’re always met by someone with the very latest information, no matter how you communicate.

Estate Agents

2.6 million people in the UK open the property sales and rental app Rightmove at least once a day – so to say we’re interested in looking at property is an understatement!

The smartest estate and property agents are expanding their listings into Twitter to catch the attention of those interested in property – whether it’s simply being nosey – or actually entering the marketplace.

The world of click-bait is a dubious one, while the ‘secrets that billionaires don’t want you to know’ might not wash with most people – the chance to glance inside a luxury property near to you almost universally does – and estate agents are using it to drive traffic toward their listings. A click through from social media will usually end with someone spending a significant amount of time on your property webpage.

Twitter means that the conversations that have traditionally been had over the telephone – booking viewings as the most relevant – now don’t have to involve much more than a tweet. Quick and simple wins the day with booking property viewings – and it doesn’t get much more quick and simple than a couple of 140 character tweets…


When we touched on financial institutions using Twitter you might have thought there was little more sensitive data out there than a person’s finances – so when you consider how carefully schools have to operate their social media accounts in relation to the names, locations and images of children they potentially put out – you realise there’s a minefield to be navigated.

The good news is – it can be done – and it can be done very safely.

Twitter is enormously helpful by allowing a profile to be locked down and only allow follows from accounts that request it – meaning schools can use external measures to make sure only parents and school associated accounts can access what they’re tweeting.

As such – it’s the perfect medium for sending progress pictures home to parents and carers, charting school trips, sharing curriculum information – and in some cases, even communicating important school rules and policies to people who might not be as inclined to pick up a letter.

It’s not just parents that schools are using social media to interact with either – while individual class accounts might be locked down to those on the ‘need to know’ list – more general school accounts chart community interaction and fundraising endeavours too.


Restaurants, coffee shops and eateries can sometimes have a hard time on the internet; sure, the hippest coffee shops are sharing their playlists and quirky latté art – but how many can really manage to bring a website to life – in fact, customer surveys show that deciding on a restaurant is still generally done by word of mouth or looking at a review site…

This is exactly the sort of void that Twitter users are managing to fill – it’s the perfect tool for combining real life interactions and a taste of the people and products that give your restaurant the vibe that will keep people coming back for more and more…

Sitting in restaurants and bars nowadays sees as many people trying to get a good angle for a picture of their cocktail or dessert as it does real life interactions – and the most forward-thinking establishments are getting on that bandwagon. Encouraging people to put the restaurant’s custom

#hashtag on their pictures, opinions and general chatter is a great way of getting an inside look at what’s being said – and people love interaction, so when those posts are retweeted by the venue – customers are more and more inclined to keep coming back – for their social media status as much as the coffee…