Twitter races ahead during Grand National

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The Grand National last weekend caused a stir on social media, especially Twitter, as web users took to the platform to share their thoughts on the annual race.

Statistics from SecondSync seen by the Drum found that over 205,500 mentions were made on Twitter during the prestigious competition, with eventual winner Pineau De Re being named over 11,000 times.

Of the 137,103 individual tweeters, over half (55 per cent) were men, with 45 per cent of tweets coming from women.

An average of 732 tweets a minute were recorded during the race, presumably mostly fired off by disgruntled punters finding themselves lighter in the pockets as the 25-1 outsider, ridden by Leighton Aspell, cantered home.

There might not be too much to glean from these disappointed social media messages, but the figures do show how willing people are to engage with current events, brands and more through platforms like Twitter.

Companies in the B2B and B2C sectors can take advantage of the market penetration offered through social media, but this can be a time-consuming and difficult process without the right technology.

CRM software allows you to automate elements of this process, saving cash and ensuring that tasks are carried out with maximum efficiency.

Integrating social media with CRM can have benefits across both areas, making an organisation’s use of social tools more effective while also ensuring that CRM software has the data it needs to produce actionable insights for marketers.

For firms that wish to engage closely with their customers, whether they are ordinary consumers or procurement managers in the B2B sector, harnessing the power of social media can make it a powerful part of the marketing arsenal.

However, using it in an unfocused way or not taking advantage of the data gathered through Twitter or other platforms can mean social media ends up being as much of a waste of time and money as putting a bet on the horses without checking the form guide first.