Public Relations & Social Marketing Insight

Social media spending has been growing at a steady pace, and will continue in that fashion. It currently accounts for 9.9 per cent of marketing budgets, and is expected to rise to 22.4 per cent in the next five years.

To help build a picture of what has been working well for brands this year, we spoke to a mixture of top digital professionals from across the globe to see what they feel the important tactics and developments on Twitter in 2015 have been.

We also wanted to know what the top social marketers were considering in the near future, and what developments on Twitter they were keen to experiment with. Read on to get an exclusive insight on how the rest of 2015 may play out for major brands marketing on Twitter...

In May, the BBC’s flagship Twitter news account, @BBCBreaking,  passed the 10m follower mark. What better way to celebrate the feat than to break records by passing the 3m monthly tweets barrier for the first time?

There was gradual growth for most top publishers across the board. As predicted last month, The New York Times became the first publisher to join the BBC with over 2m monthly tweets of new content. Coupled with the BBC’s new record, could this mean that publishers at the top of the table are starting to pull away from the others, à la BuzzFeed and the Huffington Post on Facebook?

After the end of their enormously popular ‘People of the Year’ posts in April,Time dropped well back down the charts. Sports site Bleacher Report entered the top ten, while the LA Times also had a good month, climbing from 421,000 tweets to 582,000....