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Twitter polls stoke engagement for Ruby Tuesday

Brands such as Ruby Tuesday, Mashable and network truTV are taking to Twitter to make use of its recent introduction of 24-hour native polls in an attempt to leave a lasting impression on consumers through direct engagement.

Marketers have leveraged Twitter to reach consumers since its inception, and its new polls feature is no exception in which brands are encouraging direct consumer-engagement by prompting responses to questions related to their specific products or content. Ruby Tuesdays is promoting sales of its timely autumn desserts, while media marketers such as Mashable and truTV are boosting their content. 

"We know that people love sharing their opinion," said Mari Ghuneim, vice president of digital strategy and development at truTV. "The Twitter polling tool allows us to engage followers and to gain insights into what is resonating with them."

Polling users 

The Twitter polls allow users to respond to the questionnaire for the allotted 24 hours, and generates a winner with percentage results upon completion. Users viewing the tweeted polls are able to see the results where answers were originally located. 

The dessert poll for Ruby Tuesday saw more than 45 responses, with Apple Crumble as the winner boasting 56 percent of the votes. 

TruTV?s sketch comedy series Adam Ruins Everything took to the polls for fans to vote on a statement within the latest episode, asking users if they agreed with his idea of eradicating tipping at restaurants. The poll was posted on October 26 and halfway through the day saw 713 votes, with most responses in agreement. 

Mashable also shared a poll with followers to gage their opinion of Hillary Clinton following the Benghazi testimony, relating to recent stories the publication has done regarding the case. The poll went up on October 22 following the trial. 
Twitter is also serving brands another method in reaching consumer on its platform, as a means to increase revenue since its profits has slowed in growth. The new Moments feature will now allow a marketer to sponsor its own Moments post. 

Moments are a recently released tab of its homepage on its desktop and mobile application in which Twitter specialists the best stories happening on its platform. Marketers are now inviting to do the same with a sponsored version, starting with MGM?s new film Creed over the weekend. 

Marketers and Twitter
Marketers often use Twitter to connect with fans. 

For instance, Kohl?s recently promoted its unique Star Wars collection through a social media sweepstakes in an effort to build its following on Twitter by encouraging users to retweet content (see more). 

Also, Foot Locker leveraged a combination of social media contests, celebrity ambassadors and challenges in a unique campaign in which Twitter users share dares for a big name basketball player, showcasing how marketers can stand out amid an onslaught of content on social channels (see more). 

"[The Twitter polls] are a great element to add to our toolkit and develop even stronger social media campaigns," Ms. Ghuneim said. 

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer