The Good and Bad of Marketing with Twitter

Pros and Cons of This Fast Growing Network

Like most channels, Twitter has its good qualities and its flaws when it comes to marketing. Why don’t we look at a few from each category?

Reasons Twitter is Good for Marketing

- People can "opt in" to follow your Tweets, so your messages will be well targeted

- Social networks have taken over email in terms of popularity. Twitter is a very popular one.

- Twitter itself is growing rapidly

- Look at how Skittles.com grew its traffic by 1332% in one day by switching to a Tweet stream.

- Great channel for customer service if you keep up with it.

- One channel with which to announce news

- Lets you interact with the public while increasing brand awareness

- Real-time search is going to rise to demand

Reasons Twitter Could Be Better for Marketing

SEOBook author Aaron Wall ran an article back in January that does make some good points about ways marketing through Twitter is less than spectacular:

- There are so many messages coming through, it’s hard to keep a loyal following (at least with having all your stuff read) the way you can with a blog.

- The high volume of messages also pushes messages down rapidly

- "If you dominate a channel and keep reaching the same people over and over again that does help provide social proof of value, but after seeing the same message 5 or 10 times it becomes noise."

-  "Most people do not have automated mechanisms to dump their daily Tweets / Tweet links into their blog to provide trusted direct links"

- "People rarely use Twitter as a bookmarking service, so it is rarely worth searching into yesterday’s content. The Twitter content is very zen-like…here today, gone today."

Wall does acknowledge that Twitter is still a nice complimentary tool for exposure. I would agree that it’s probably not wise to rely solely on Twitter for your marketing efforts, but there are plenty of good reasons to incorporate it into your strategy. If anybody has more ideas as to why Twitter is either good or bad for marketing, please let us know in the comments.

There are 19 Comments. Add Yours.
  1. I had been wanting to sign up with twitter for a while now and I received your email yesterday which was my sign to go ahead and just do it.

    So far I am really enjoying the experience.  I use it for rss blogging and I think it’s a great way to keep up with whats going on with other people I’m following.  Wonderful resource information.  For me it’s definitely more business, but I realize that for some it’s simply just a fun way to communicate.

    I find that it can be extremely annoying to be caught in the middle of someone elses tweets that you have absolutely no interest in what they are discussing… it’s like open email conversations and I am just not into small talk (good or bad?).  It’s weird on that level.

    The upside is that it is great exposure and another cool way to get to know people and have them get to know you.

    What are you doing? lol… (so robotron) it’s pretty different which may very well be why I like it.

    http://www.twitter.com/soulfulbeauty

  2. I reckon Twitter to be the same as gossip mongering and rumor spreading… I doubt it can be helpful for all types of businesses.

  3. I think twitter will be a victim of its own success and so will become unusable very soon.

  4. Hi:

    As I read today’s article – another great bit of information about Twitter - it reminded me of just how much great info. you provide all the time. I just wanted to say thank you for keeping it fresh and current. I’ve been in the internet business for a long time and feel sort of like an old dog with all the new stuff that keeps coming out every day. Sometimes it seems a bit overwhelming. Thanks for keeping me on track with what to pay attention to right now.

    Again thank you,

    Deb

     

     

  5. I finally got started on Twitter after reading your article. I have been interested in social networking for business promotion purposes for some time now. I decided to take the plunge and give it a try and see if works. Thanks for the info.

    twitter.com/homehandyman

  6. I joined Twitter back in August of 08, but really did not start using it until about a month ago. I have been pleasantly surprised on the results. I’ve connected with several new clients and continues to drive traffic to my site and blog.

  7. Social media is a great way to have a conversation with your market and make and mange connections with prospects, customers, bloggers and other influencers.  But for a CEO, the typical routes to social media can be hard. 

  8. I am a bit confused. Fist of all I didn’t have any idea you were limited to 2,000 you can follow on twitter. I followed somone last night that had over 22,000 people / business he was following.

    Perhaps I got a hold of one of the "Big Wigs" on Twitter?

  9.  Twitter is still new to me, can’t believe I just got around to using it. But, never the less it’s dare I say.. Priceless? Why some may ask?

    Well, it’s not cause we’ve increased sales. Yes, it has increased a few come from it. But, it’s the interaction that one would never have had if we did not choose to follow who we thought were interesting people.

    The DM’s ( direct messages ) kinda like emails for those who have not used Twitter. Kinda feels like your the reporter next to the red carpet as the star’s walk by they stop and give you a quick interview.

    Just about everyone has replied, some take days as they are busy and you need to wait at least a week. If not, then move on. Also, don’t follow anyone who does not communicate back. Don’t block, but don’t follow. Your limited to 2,000 you can follow.

    OMG don’t SPAM with DM’s the people who follow you. I block them instantly no questions asked! Also, those they have the gift of gab and tweet "what your doing now" like every 5 mins or provide breaking news I normally unfollow as it’s distracting or I’m all ready following CNN or whatever.

    Using for business is like going to a chamber of commerce mixer. Your not there to sell your products, but you are, but your really not. It’s to meet people, mingle like a party and pass out cards ( follow ) then if they follow back chances are they either liked what you said or your site. Don’t attack them with messages. Let them come to you and when they do treat it like kid gloves.. they do not know or trust you. So, you’re still a stranger kinda sorta.

    Anyway I hope different parts of my post are helpful to some.

    Thanks for placing this article is was a pleasure to read.
    Snerdey

    Follow me on Twitter!
    http://www.twitter.com/snerdey 

  10. Hi Nicky,

    Do you know del.icio.us? This is a really good bookmarking website where you can sort your websites and links by keywords and write a description so you don’t forget what the website or link you’ve marked is about. You also can see bookmarks of other people – a great tool!

     

     

  11. I agree with your post, expecially that it is not like a bookmarking site – however for me personally I use it to bookmark my thoughts that i can then go back over my tweets to catch ideas or links I’ve found but can’t do anything with straight away.

    A great thing for twitter to be able to do would be to allow you to download all of your tweets to tagable storage like email.

    Anybody wanna develop that….

     

  12. Have not try Twitter yes, it’s hard to follow up with all the Social Media, but I am sure it’s worth the efort.

  13. I was once very against twitter, thinking that it was pretty useless and would eventually disappear. I have, however, recently joined up to see what all the fuss is about and am loving the experience thus far.

    The Twitter community is very friendly and helpful when you ask questions. Almost everyone is open to conversations about whatever topic you are interested in and many times offer to extend their hand to help "Off" the twitter network.

    One major issue I do see is scummy Internet Marketers trying to plant their affiliate links. Many of them trying to get you to sign up to "free laptops" or something like that.

    I guess as long as brands understand that Twitter is a place for conversation  and not just a place to market their products, they should be fine. Remember, Listen to your consumers and Communicate on their level.

  14. Hi

    I used a a software service wher you pay $97 per month and
    the software delivers 10 updates feeds for you and you place the
    links you want to those feeds.A few months after i cannot invite Twitter friends as it showed as if i was spamming so do not overuse these software as Twitter dislikes them.

    The best way is to promote it on your website so you can capture your ausience if you have a good traffic on your website or best even on your blog

    Best
    Joe

  15.  You have pointed out many points about twitter. I use twitter  and have receive much traffic but how much of the comments do people really read I do wonder

  16. If you don’t expect miracles and you don’t let it suck up too much time, twitter can be an effective tool to find new clients and in our case, new translators.  So far the business we have gotten has more than justified the time we have invested.

    As snerdey says, it is akin to going to a networking event and joining in the conversation.  You can get to know the other people there and try to help each other out with resources, information and referrals.  Sign up for twitter alerts to easily track the conversations in your field.  I use tweetbeep.com but there are many others out there.

  17. Marcy

    Your article brought good information on the basics of twitter. I just started "tweeting" and have had a okay start.  Have not had alot of people from twitter go to my webpage yet.  The comment about "here today, gone tomorrow" makes perfect sense. I have put up a comment and within ten minutes it is already been pushed to the next page and I am only following 50 people at this point. Is it bad to repeat yourself a few times a day to ensure more followers get your info?

    http://twitter.com/lingerieparty

     

  18. I think it’s a little dangerous to think of social media as another channel. in our mind markeing through social media is not about creating a channel, it’s about creating conversations. That requires a shift of thinking on how your brand reaches customers online.

    Some quick best practices for using social media in your marketing mix:

    Connect person to person: Don’t be a faceless brand, let people know there is a human behind the account.
    Dedicated brand ambassador: Have someone in your company manage your social media as a full or part time job function.
    Know the etiquette: Before you jump in, listen and learn. The worst thing you can do is to push marketing messages without building relationships.
    Have something to offer: Use social media to deliver special offers or information not found with your existing site.

    If you want to follow us on Twitter:
    http://twitter.com/thisisMojave
     

     

     

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