Many marketers look at Twitter as just another platform to blast out their promotional messages. This overlooks that, at its core, Twitter is a communications mechanism to engage people in a conversation that occurs in real time as well as over time. (If you're a Twitter newbie, here are eight guidelines to get your Twitter mojo working.
While media entities and high-profile individuals have built seven figure followings and can be viewed as having created new media outlets, it's important to understand that this doesn't work for non-media entities. To achieve your business objectives requires more than chasing follower numbers. It is essential that you build your Twitter cred. You need an integrated Twitter marketing strategy.
To develop an effective marketing strategy, it's important to understand Twitter's underlying dynamics within the context of a maturing U.S. social media market. While Twitter's usage outside of the U.S. continues to grow, its U.S. unique visitors are down almost 30 percent since last September according to The Nielsen Company. Further, one out of 10 active Internet users visited Twitter last month making an average of six visits during the month. Bear in mind that these numbers don't include Twitter consumption on applications like TweetDeck and HootSuite. Obviously, the social media market in the U.S. is maturing as is content creator behavior based on Forrester's 2010 Global Social Technographics.
13 Tactics to Expand Your Influence on Twitter
Here are 13 tactics to expand your influence on Twitter.
Building your following and influence on Twitter takes time and effort. Since it's an engagement as well as a promotional medium, Twitter requires a marketing plan to achieve your business goals with a series of rather specialized ongoing tactics.
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Heidi Cohen is the President of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years' experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Clients include New York Times Digital, AccuWeather.com, CheapTickets, and the UJA. Additionally, Riverside Marketing Strategies has worked with numerous other online content/media companies and e-tailers.
Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank.
Heidi is also a popular speaker on current industry topics.
June 18, 2013
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