Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Four Styles Of Marketing On Twitter
Posted on January 18th 2010
Marketing on Twitter continues to be one of the most talked about subjects in social media today. The social media purists still sing campfire songs about how you can't do it. Dell is up to $6.5 million dollars in sales there. While I strongly believe there is no right or wrong way to use Twitter â€” you can find an audience for anything on any medium with a certain level of critical mass â€” I believe Twitter to be a mainly conversational platform.
With that, I have noticed four major types of marketing styles emerge among those using Twitter as a marketing platform, each with examples of large followings, audiences and (probably) successes. My description of each has personal observations included, but keep in mind I don't offer these up as criticisms as each can work, depending upon your audience. That said, consider these as styles you may choose to use in your Twitter marketing efforts.
Twitter Marketing Styles
Conversationalists are users who clearly have a reason to use Twitter for their business, but seem more apt and willing to participate in the daily chitter-chatter rather than carve out clear drives or calls to action for their business purpose. Many independent consultants and/or thought leaders fall into this category. Does Geoff Livingston's new agency, Zoetica, benefit professionally from his Twitter presence? Certainly. Does he often intermix links or sales messages for Zoetica's services? No. His Twitter involvement is as a genuinely interested participant in the conversation. The professional benefit is less direct and trackable, but, rest assured, it's there.
The Conversational Marketer
Varying slightly from the Conversationalist, the Conversational Marketer has a more obvious, even stated, purpose for using Twitter. Perhaps they link to their own blog posts with more frequency. Maybe they regularly remind you about an e-newsletter or their book. But they still participate in conversations with regularity, even lapsing into a let-your-hair-down approach to the extent you forget they're using the network for their business. A good example of this is Darren Rowse of ProBlogger. He's as approachable and engaging as anyone, but a quick glance at his latest 20 tweets while I wrote this showed no fewer than six links to ProBlogger.net posts, four to new job posts on his job board and two to his personal blog. Some people would consider that level of self-promotion spammy. Darren is anything but, however, and his audience loves every link.
Crossing the 50 percent threshold to being mostly promotional with less conversation is the salesman. Now, some in the social media space would say this type of person is disingenuous to the social media audience. I disagree. There are lots of companies and even people on Twitter who sell first, but do engage, provide interesting links and other nuggets of value in their approaches. Michael Stelzner is a good friend of mine and the man behind Social Media Examiner (@smexaminer), a very well done blog (he calls it an online magazine, I call it a blog) on social media. The Twitter account, however, is a sales-first pitch for the website and affiliated learning opportunities that are apart of it and Michael's business. While this type of approach may not be popular among the social media purists set, there's always an audience for a sales-driven Twitter account that has a good product on the other end of it.
The Spammer Broadcaster
I hesitate to use the term “spammer” here, but it is appropriate. Please know I don't use the term with these accounts as a criticism, per say. It's a statement of fact, based on their streams, they self-promote almost exclusively and do not appear to participate in conversations (RT, @ replies, etc.). HOWEVER, I don't necessarily think this is bad. For instance, George Stephanopoulos (@GStephanopoulos) appears to fall into the category of no conversations and ABC News pimp. But 1.6 million people dig that stuff. While that may be a bad example because he's a celebrity, there are companies out there who have thousands (or more) of fans who would gladly take the spam to get a coupon, find out about new product releases and more. One example I use below is a Raffertys restaurant in Louisville. It's all spam, but I follow it in case they have a good drink special or something going on when I'm interested in a local deal.
So where do you fall in your Twitter approach? Are you solidly in the court that the first two are okay but the other two aren't? Are you in the second two and have business metrics to prove your approach works? Tell us your story in the comments and let us know the good and bad in your approach. If you haven't defined an approach yet, tell us which you think you should take and why.
The comments, as always, are yours.
Related articles by Zemanta
- Twitter Marketing Secrets ” How to Unlock the Power of Persuasive Marketing on Twitter (wealthyways4you.com)
- How Can Twitter Drive Leads? Rick Burnes of Hubspot (socialmediatoday.com)
- Free Twitter Marketing and Branding Tool (deanhunt.com)
- Dosisa.com — Buying & Selling Stuff On Twitter (killerstartups.com)
- Marketing Tips for Twitter [del.icio.us] (twitip.com)