Scaling up micro-conversations

How to effectively engage with a mass of people on social media

Communicating with an audience that is mentioning your brand every minute, while keeping the conversations with them personal and effective, is a challenge.

The problem

Above: Walmart’s tweets.

The solution: Use 12Mass• Save messages in advance to

queue in bulk

• Use data of past responses to suggest optimized answers for future ones

• Optimize conversations using A/B testing

Conduct Social A/B testing

Automatically A/B test your responses to common tweets e.g. location check-ins

Determine which response will generate more engagement:1. “What do you like best about

Walmart?”2. “Is there anything we can help

you find this morning?”

The 12Mass platform at a glance