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.