2 Comments

Twitter Marketing

Sep 21, 2007
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Over the last year, I think I’ve blogged more about Twitter than any other topic. Odd!

Why is Twitter so alluring to me?

Simple. As Jeremiah Owyang says, it’s a touchpoint for presence. Why should marketers be aware, concerned or interested in presence platforms? Because presence platforms are the ultimate and most immediate way that people are communicating their thoughts, fears, ideas, wants, needs and views. If you don’t see the marketing potential there, consider another line of work.

Ann Handley has put together a nice little list of 7 ways that marketers can use Twitter (responsibly) in their programs. I definitely recommend reviewing her points and letting them sink into your brain. You just might stumble upon the next big direct response campaign…

But that said, Twitter has a real use for media companies and social-media-savvy brands. Here are 7:

- Extending the reach for those individuals or companies that already have a blogging strategy in place, and want to deepen or further ties. Good examples: Carnival Cruise Lines. The ScienceNewsBlog’s weather tracking updates. Andy Carvin’s PBS blog on education and technology.

- Retailers announcing sales and deals. Good example: Deals on Dells. Blue-light specials at Amazon.

- Increasing the ability for frequent updates to blogs or web sites or news. Examples: The NY Times, CNN, BBC, Adrants, and those of us here at MarketingProfs.

- Building consensus or a community of supporters. Good examples: Presidential candidates John Edwards or Barack Obama.

- Building buzz. Example: Scott Monty and CC Chapman introduce a new blog.

- Updating breaking news at conferences or events. Example: Jeremiah at the Web 2.0 Expo. Forrester seems poised to use it to update happenings at its upcoming Consumer Forum.

- Updating your network to shape your own personal branding: Example: Oh boy… there are zillions. Pick a face on Twitter. You’ll see what I mean.

Point 2 should be of particular interest to the online affiliate crowd and the rest are definitely points to consider for the rest of the online revenue generation industry.

Don’t snub your nose at people announcing the contents of their breakfasts or their arrivals at airports. Marketers are in the business of spreading messages and ideas, and Twitter can be an incredibly invaluable tool to do just that.

Filed under: Micro-Content + Social Media + Social Networks & Networking
  • http://www.rhinofish.com Pat Grady

    seems to me that twitter’s popularity with each person closely parallels their personal level of gregariousness.

    we hermit-like folks who link to others far less often than average really look at this as just another way to disrupt my day.

    i hardly care what so many others are doing or where they are, it’s my nature. i am interested in people’s goings on from time-to-time and love to sit and chat and hear what’s new, but i don’t want streaming info from so many about so much.

    guess i’m a little ba-humbug-ish or something.

    i want to add that it’s not ego at work here either – i can’t imagine that others would be that interested in being so frequently updated on what i’m doing or where i’m going or who i’m with – i really think people are too busy to get all that unimportant info about me.

    but then again, i’m the type to turn off my IM for weeks at a time so i can focus… maybe it’s not gregariousness factors at work, but my really poor ability to multi-task…

    glad that twitterers love it, but it just ain’t for me.

  • http://danielhonigman.com Daniel

    People notice when a company doesn’t have a blog; will they notice if you don’t have a Twitter feed too?

    Really, I think not everyone has a use for Twitter (or any other microblogging tool)…but you at least have to experiment.