So far, I have encountered two different camps for Twitter and it's use in social media marketing. The first group says, “Rock on, I love Twitter. I do everything in 140 characters.” And the second group is pretty resistant to the network.
It's different than Facebook.
Twitter moves faster. Content needs to be shared /differently/. There needs to be a lot more content to be shared in order to be effective.
One of the things I shared in talking about who needs to be marketing on Facebook was just how huge they were. Twitter is big, don't get me wrong, but not near as big as Facebook. It still brings in 236 million monthly users.
So who will really benefit from using Twitter?
The businesses that are really killing it on this network are the ones who are getting a couple basic truths about this beast.
First, we have all been told that content is king and nowhere is that more apparent than here. Moz states that your tweet has an 18 minute half-life, meaning that it is buried under the avalanche of tweets pretty quickly. The only way to really ride that wave is to be producing enough content throughout the day to ensure that you are keeping your name in front of your followers.
Secondly, you need to know that Twitter is one huge networking event. Have you ever wanted to chat with your favorite rock star, author, celebrity? Twitter offers you a direct line, all you. have to do is walk up to them and say hi. You need to approach possible clients with the same tactics you would use if you saw them out on the street. If you want to do business with them, you need to build a relationship with them by interacting with what they say, thank them when they interact with your content and be human with them.
You will also need to hunt those prospects down. Are you a martini bar in Fresno, California? Then you should target people who are your demographic and are also close to your geographic location. If that martini bar spends all its time on me, sitting here in Portland, Oregon, they are going to have a difficult time luring me into their establishment, not because I wouldn't love the atmosphere but because I couldn't make it there if I tried before happy hour is over.
The thing I love about Twitter the most is that once you have your content strategy figured out, and have worked through how to find and attract the correct people your brand can really take off. I can built brands that through using Twitter (not paying for ads, like Facebook), I have brought in more web traffic than all the search engines combined.
Who should be on Twitter? Anyone who can commit to using it properly.
If you have more questions, or comments about this post, please feel free to reach out to me on Twitter, or email me at firstname.lastname@example.org. I would love to learn more about you and your business.