Businesses and sole proprietors use Twitter for social media marketing. Two trends help business users to understand the differences between Twitter and other social media networks. Bill Heil and Mikolaj Piskorski published a short study on the Harvard Business Review blog in 2009. They found most Twitter users make only 1 tweet on their account. They also noted “the top 10% of prolific Twitter users accounted for over 90% of Tweets.”
These simple trends illustrate the idea that business Tweets can set you apart from most Twitter users. To be successful with Twitter outreach, make a commitment to joining the top 10% of Twitter users. If you have the time to communicate with your customers in 140 words or less at least once a day, Tweeting might be worth your time. Before you begin, think critically about the goals of your Twitter marketing campaign. These questions can guide your thinking.
1. What types of communication do you want to achieve through Twitter? For example, you might want to inform customers about sales you don’t publish anywhere else, or you might want to announce new service projects your company performs to give back to the community.
2. Do you expect to measure the Return on Investment (ROI) for your Tweeting efforts? Some customers just want to explore your business news, and other customers will make consumer decisions based on your Tweets. When you think about your goals, decide if ROI is worth measuring. For example, you might be looking for a boost in sales during the quarter in which you commit to five Tweets per day.
3. Will you respond to messages received through Twitter? The Twitter application includes the ability for anyone to send you a direct message unless you disable this feature. Twitter messages may be genuine inquiries from customers. Decide whether you will make the effort to treat each Twitter direct message with the same attention you would a business email from a customer.
4. How does Twitter enhance your business brand? Twitter networking can build your brand, but it can also detract from the brand you’ve built through traditional media methods. You might need the services of a web marketing company to obtain this detailed information. Good data can drive your Twitter marketing campaign.
5. Does your Twitter marketing plan require the infusion of new ideas during the business cycle? Businesses may review their marketing plan according to a predetermined schedule. You might revisit your Twitter communications every quarter. If you schedule these updates, you must also budget your time or employee time for developing new ideas.
Twitter can satisfy your expectations or leave you feeling disappointed as a business user. Consider options like interfacing your website with the Twitter API (Application Programming Interface). Each time you use Twitter for business, you harness the power of free social media marketing.
