With the surge in the commonality of social media, Twitter is fast becoming a popular platform for bloggers who love to share insights but lack the time to do so. Although the term “microblogging” is seldom used within the context of tweeting (posting a short message of 140 characters including spaces), Twitter is a microblogging website for anyone with internet access. It can be linked to other social media websites and blogs.
For the newcomers who are new to Twitter, visiting the website for a look might be good. For the veteran users of Twitter, this blog might interest you more since it seeks to explore the role that Twitter can play in social network marketing. While the world is busy tweeting and posting messages online for their friends and loved ones, it might be good to pause and ask ourselves where all these “tweetings” are headed. How many of these tweet messages are being read? How much impact do these tweet messages have in terms of marketing? How many of these tweet messages are being “re-tweeted” (as in one’s tweet messages being forwarded by others, just like emails)?
While most if not all of us wants to be heard or have a voice in cyberspace, how many are actually listening – or reading the tweet messages? If one is to observe the number of followers for Twitter users, the ones whose followers number in the thousands have usually done publicity in other mediums prior to using Twitter. They may have published a book (or several books for that matter) previously. They may be renowned public presenters or speakers. They may be sales professionals with an existing large client base. They may have existing websites that have already drawn lots of members and fans several years before.
Therefore, a good question to ask ourselves is the role that Twitter play in terms of marketing. It could be organisational branding. It could be personal branding. It could be retail branding. It doesn’t matter. What matters is the role that Twitter play in the marketing areas of whichever concerns us. Because if the role of Twitter is not clear in any marketing plans, we are not utilising the full marketing capacity that Twitter offers us in engaging our customers, clients and stakeholders.
Careful analysis and examination will enable us to discover that Twitter works best as a complementary social media tool to existing marketing efforts. Twitter proves to be a good extension arm of existing marketing campaigns. For marketers who seek to market their product from scratch, starting a blog or creating a website to develop a strong following of fans first might be a better choice. Twitter will come in handy when one’s marketing has taken off – and not just starting. To use a metaphor of driving, Twitter is the fuel that powers the car, and is not the car itself (which refers to all prior marketing exposure).
In another words, Twitter is best considered as a social media tool to enable marketers to post news and updates surrounding a product or service that has already been advertised for some time and has garnered some popularity – and not as the primary driving marketing force behind a new product or service.
When used strategically and in the right way, Twitter is among the most powerful social media tool one can have to provide real-time updates to their customers and clients across the globe.