Twitter recently surpassed 200 million registered users who now post more than 110 million tweets per day. It's a global communication phenomenon that not only reports the news but reflects the feelings and fascinations of an expanding global community. Whether its world events, sports, pop culture, or technology trends, Twitter is there to capture the blow-by-blow feelings and sentiment of its users.
Twitter is also increasingly a critical communication channel for brands to win customers, drive sales, find/solve problems, and manage customer service. In fact, hundreds of brands across every vertical market industry - including automotive, travel, sports, entertainment, finance, technology, food and beverage, and retail - are now actively building a Twitter strategy and integrating this powerful communication channel into the marketing mix.
However, establishing and building an effective presence on Twitter takes more than signing on and posting a tweet. It requires work, just like any other channel, to build a community of influential and engaged followers. So how do you get started?
Twitter is a growing, vibrant, and influential channel, but leveraging this microblogging platform to win customers, find/solve problems, and drive sales requires work. To be successful, marketers need to galvanize their internal teams, build a compelling strategy aligned to corporate goals and customer needs, stay current on industry best practices, and maintain and grow their followers by building an engaging dialog that offers value to followers.
Finally, be mindful of corporate policies and be sure to set benchmarks and measure your efforts. By doing so, you'll go a long way towards optimizing your efforts and making this burgeoning channel a critical component of your marketing mix for years to come.
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Michael Della Penna is senior vice president of emerging channels at Responsys. His responsibilities include spearheading the overall strategic direction, partnerships, and solution offering across emerging channels including social and mobile for the company. Michael is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael founded SuiteDialog, a full-service email and social CRM agency that helps brands ignite conversations and cultivate relationships with customers across the social web. Prior to SuiteDialog, Michael founded Conversa Marketing, a social CRM company that was acquired by StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, VP of strategic development at CNET Networks, Inc., and VP of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.