By Steven Alig on May 25, 2009 - 3:56pm
Despite what the naysayers may lead you to believe, Twitter does have real potential as a marketing tool. And one that can be used today (and well into the future).
For a local Pizza joint, a simple, low-cost test yields a direct 15% to overall sales. Advertising Age reports that by giving out twitter promotions to their followers, Naked Pizza was able to track the promotions and attribute 15% of the day's sales directly to the efforts they had expended on twitter.
Couldn't we all use more followers? ... :)
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Comments
"Couldn't we all use more followers?..."
I know it's a colloquialism but I still find it interesting that you chose the verb "use", as if followers were some form of tool or raw material rather than (say) a human being. It's more than a little dehumanizing, but I find it particularly apt, given the context.
I can think of a half-dozen small businesses that use Twitter effectively to reach their audience. None of them followed me until I, as a customer or interested party, followed them first. I get value from their communications and I actively keep up with them even if I'm not expecting to purchase anything soon.
Contrast this with the dozen or so 'SEO optimization' 'online marketer' types that followed me, apparently without having anything in common with me aside from being interested in the contents of my wallet. It takes about ten seconds to identify and block them - good riddance.
Ultimately, you must produce something of value first. Admittedly, that is difficult but most worthwhile pursuits are to one degree or another. Funny how producing tangible value never seems to show up in the nice marketing pitches about online marketing to online marketers. I've watched as this community has hopped from one mode of electronic communication to another over the past 15 years - web, email, forums, IM, blogs, social networking sites, Twitter. And it's all the same old story, more eyeballs, bigger audience, and for what? More of the same junk communication, the same attention-wasting garbage, the same crowd of no-talent grifters crapping up yet another medium while the marketing 'leaders' hunt for the next pristine media to encourage others to crap up. No doubt for a tidy fee for 'insider tips.' A self-perpetuating crap machine that externalizes its costs to unwilling third parties. Lovely.
So my challenge to you is figure out how to be productive, to produce something of lasting and tangible value that actually makes people's lives better. Preferably something that doesn't involve a computer or a cell phone or the next shiny beeping blinking box we can't live without. Go make something useful, then come back to the rest of us, that sea of eyeballs and clickthroughs and followers. Otherwise, please, don't waste our time. Again.
Thanks for your attention.
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