Why Twitter Matters To Marketers Now More Than Ever
A recent report on Twitter users and a recent development re: Twitter's functionality should make every marketer sit up and take notice of Twitter, if they haven't already that is.
Remember when Twitter was first launched and people were mocking the name itself and the word “tweet?” I can vividly recall many in the public eye and “regular” folks as well openly making light of this new social network and often times predicting its demise before it even had a chance to get off the ground.
I can absolutely recall with much clarity sitting in meetings across from marketers lamenting the fact that they didn’t see any value in Twitter because they “didn’t care what people had for breakfast.”
Remember those comments about Twitter? I surely do…
I wonder how many of those same marketers are still lamenting the same concerns. If there are marketers out there who still think Twitter is a waste of time, you may want to a) look for a new line of work or b) consider the findings of a new report from Exact Target called “Twitter X-Factors” in which they identify five factors which make Twitter, well Twitter.
Factor #1 – Influential Behaviors
- 73% of Twitter users say they want to gain a large following BUT not for the sake of gaining a large following; in other words, they are VERY selective about whom they follow and want as followers
- Extended reach… 12% of online consumers have created a profile in order to participate on Twitter, another 11% say they read other people’s Tweets even though they haven’t created a Twitter account of their own.
Factor #2 – Size Matters
- With its 140-character limit, Twitter allows for brevity of the highest regard; eliminating any and all distractions
- Twitter also forces users—marketers and consumers alike—to immediately get to the point. To summarize in 140 characters or less, brevity is the key to mastering Twitter.
- This is akin to what I wrote not long ago How ADD And ADHD Affects Marketing
Factor #3 – Instant Access
- Twitter provides real time, instant access to celebrities, breaking news, events and actual corporations – including high-ranking officials with said corporation
- Name another social network that does this; save your breath, there is none
Factor #4 – Interactivity
- Consumers are much more likely to FOLLOW brands on Twitter in order to interact than they are to become email SUBSCRIBERS or Facebook FANS
- People want to interact with your brand on a real time basis; to get to know the personalities behind a company. For example, if a B2B company is deciding whether or not to purchase from a supplier, Twitter is useful in helping them get a behind-the-scenes look at who runs the company. Yes B2B Marketers, Even Though It's Called B2B, There's Still A "C" On The Other End
Factor #5 – Mobile, Agile & Versatile
- Versatility is without question a key component to ANY social network but, as the report astutely points out… “there’s no universal reason why consumers choose to engage with marketers like you on Twitter. As a result, Twitter usage is versatile and ever-changing, depending on your target audience and their personal motivations.”
- And because it is so versatile and because every consumer is different some marketers can feel overwhelmed; but marketers need to look at this as a challenge, as a way to get creative and find new ways to tap into the insights of your consumers via Twitter.
Overall, Exact Target describes daily Twitter users as “voracious online consumers and contributors” who…
- 72% publish blog posts at least once a month
- 70% comment on others’ blog posts
- 61% write at least one product review a month
- 61% comment on news sites
- 56% write articles for third-party sites
- 53% post videos online
- 50% make contributions to wiki sites
- 48% share deals found through coupon forums
Now, of course, Twitter is not for every one nor for every marketer. I don’t think anyone is saying that and if anyone does tell you that, my advice is to consider the source and/or run screaming into the night.
Ok, maybe not screaming but seriously question their knowledge because Twitter, like every thing else in life short of breathing and paying taxes, is not for everyone.
BUT… it clearly is for many.
Your job as a marketer is to find them and/or work with an agency to help you find these Twitterers, as it were… These folks are highly influential and they want to interact with you; they want to become brand ambassadors in many cases… so let them!
Are you a marketer who currently uses Twitter for your clients?
How successful has Twitter been for you and your clients?
Are you still not convinced of the power of Twitter? Still unsure because of the inability to track traffic coming via Twitter?
Well have I got news for you…
The recent development I mentioned earlier has to do with the fact now, thanks to Twitter’s new “t.co” domains, analytics tools will now categorize all traffic from both Twitter.com and all Twitter clients as traffic coming from Twitter. Whereas before it would be divided amongst all the various twitter clients (usually just as “direct traffic”) and specific pages on Twitter.com – never directly from the tweet.
This, according to the post on The Next Web…
For brands and businesses that have yet to see the true value of Twitter, expect to be impressed. Twitter just stepped up and demanded to be noticed. If you weren’t convinced of the physical traffic Twitter drives, you should definitely notice it now.
Ok, Mr. and Mrs. Marketer who still don’t see the value in Twitter… now what do you have to say for yourself?
Sources: ExactTarget, TheNextWeb, Google Images, Why Twitter Matters To Marketers Now More Than Ever, The Star Group
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior creative content strategist at Responsys, a leading marketing cloud software and services company, and a member of the Editorial Board for the Journal of Digital & Social Media Marketing. He can be reached via Twitter, LinkedIn or See complete profile
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