Why Twitter?

A friend of mine recently asked, “why should I be on Twitter, I have a Facebook account?”  After I explained the different reasons, I opened up my e-mail and Voila…a huge discussion about this very subject was being discussed in one of my LinkedIn Groups.  It is also all over YouTube.  How timely!

It seems as though many people do not understand the value of a 140 character “Tweet”  the first time they see Twitter.  They do not see the value in the immediacy of interaction and the wide reach of information available in terms of education and resources within and industry or subject. Twitter wining in social media marketing

An article by Eunju Lie, “When It Comes To Marketing, Twitter Destroys Facebook”, there are 165 million registered users and 100 million tweets sent a day.  Businesses see the value in:

  • Effectively sharing updated videos on their Twitter profiles, instead of just repeatedly tweeting messages.
  • Marketing to a more sophisticated audience in terms of using technology and social media.
  • Being easy to use on third-party applications through features such as scheduled tweets and searches.

Twitter is well-poised for 2011.  According to Sysomos, 2010 was a good year for Twitter, and not merely because the company announced  it has secured another huge round of funding. The microblogging platform has grown by over 100 million users this year and expanded its staff from 130 to 350 people.

So, back to my friend, I recommended she take another look to understand the potential of this tool.  And, what do you know, she has already tweeted twenty times today!

…for her future reference:


Ditch the Pitch in Social Media

Marketing has changed in the past few years.  The principles that I was taught in both undergraduate and graduate school have shifted, specifically in regard to customer interaction.

Out is the interruption-based model where marketers tried to intercept the customer and “catch” them with an attention-grabbing message.  The new model stresses the need for the engagement of the customer, created by forming long-term relationships and exchanging useful, meaningful information.


Social Media for Reputation Management

As social media and networks expand, so too does the responsibility of a company to manage their reputation and brand using the tools available.

I read an interesting case study in the Journal of Marketing Management

Using social media for reputation management

Corporate Reputation in the Era of Web 2.0: the Case of Primark” by Brian Jones, John Temperley and Anderson Lima.  The article examines the way Primark used the social web to handle a potential public relations nightmare.  After a BBC broadcast aired about the company’s unethical labor practices, Primark bypassed the offer to respond via televisions and instead built a micro-website to address consumers directly enabling corporate transparency and stakeholder involvement.


Using LinkedIn Contacts to Become Kevin Bacon

As you may notice, I really like the examples given in Paul Gillin’s book, “Secrets of Social Media Marketing“.  The power of LinkedIn can be harnessed through contacts assembled.  A local North Carolina publicist built a national reputation for himself through the tool.