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Twitter is a communication channel on the cusp of becoming mainstream. Currently, Twitter boasts 3,328,420 users according to TwitDir.com, an independent Twitter search engine. President-elect Barack Obama maintained an active Twitter account throughout the campaign, promoting events and appearances as well as distributing platform messages. “Twitterholics” have emerged as a subculture of users so constantly connected to Twitter that they have developed carpal tunnel syndrome from too much posting. Because of an open architecture and API, Twitter is accessible via several Web platforms and mobile devices, has its own analytics platform and is integrated into countless Web applications to facilitate easier Twittering.
Twitter is another viable channel for brands to reach out to their consumer base, but its benefits don’t stop there. At NetPlus Marketing, we recognize the potential for Twitter to make a major impact on brand revenues and relationship management. As a result, we’ve developed a tool called Platform T to help our clients get involved in the conversation. Our technology allows brands to build and manage Twitter updates across multiple accounts and integrate Twitter activity into overall marketing campaigns.
Being Useful in Several Ways
Social media, and the human interaction that it entails, is inextricably woven into the fabric of today’s new business environment. Ultimately, Twitter is a simple way for you to humanize your brand and connect with your customers, (even your staff) in a more personal, meaningful way. You can create a more authentic experience for your customer by adding the personal insight that comes with Twitter, as opposed to a canned marketing message that most savvy consumers see through anyway. But first you have to decide if you’re willing to be as transparent as is necessary to be effective. If you determine that Twitter is an appropriate outlet for you to engage with your consumer base, it can be used in a number of ways.
Blogging and branded pages on social networks are great ways to get involved in your consumers’ conversations, but they require upkeep to be effective. Twitter is a way to engage on the same level, but its 140 character limit requires much less time and resources. It can be incorporated as a way to supplement your other social media and traditional marketing efforts by linking to blogs, press releases, news articles, etc. and driving traffic to them to increase their exposure. You can even automate the process so that a “tip of the day” or “compelling fact du jour” goes out without you having to manage it, although some companies do decide to dedicate staff to doing it manually.
Growing Organically and Virally
I always say that anyone and everyone can and should use Twitter. There’s no reason to be daunted simply because it’s new. You sign up for an account and start tweeting in minutes. The beauty of Twitter is that it grows organically and virally. If you follow someone on Twitter, you give them a good reason to find out who you are and, often, they will follow you back. The more you Twitter (and of course, the more compelling your tweets are) the more followers you will end up with. And that means more people exposed to your message, getting to know who you are as a company and learning about what you have to offer.
Not to mention, Twitter is free and in this economic situation, that’s an enticing draw. Imagine being able to engage on the deepest level with your customers, potentially significantly boost your revenues and handle customer relationship management in real time, all for little to no hard cost. For businesses looking for big return on a stretched budget, that’s a pretty compelling reason to get started.
Colton Perry is a Senior VP Technology, NetPlus Marketing, a top 50 full service digital marketing agency. He can be reached at:cp@netplusmarketing.com Twitter: @coltonperry
About Platform T
"Platform T" is just one example of how NetPlus Marketing provides a unique approach to consumer shifts in marketing in the social media world. NetPlus Marketing recognizes the challenges that managing and integrating multiple social media and networking sites present for brands and organizations. "Platform T" allows organizations to do a number of things to open up and make a conversation with an audience easier and more efficient. With a suite of tools such as multiple Twitter account aggregation, social media scanner and a content and messaging scheduler, "Platform T" makes leveraging and managing a social media marketing program easy and efficient. Netplusmarketing.com