Maximizing Twitter’s effectiveness
Freelance writers, online marketing professionals and bloggers may be overlooking the potential for a great Twitter advertising campaign for their products or services. Learning how to use Twitter effectively is one of the most important steps that must be taken to get the most out of Twitter. While Twitter is free to use, it is important to understand that it is a tool that can be most effectively used when reaching out to an audience. Interaction and information are the two primary things that are required to be effective when using Twitter.
The art of interaction
It is really tempting to set up a Twitter account and just let it take on a life of its own. This can be problematic for a number of reasons. It is especially problematic if a business is using Twitter for social marketing. Effectively marketing a product or service requires that questions and concerns of customers or potential customers are addressed in a timely manner.
Interaction with your follower base on Twitter does not mean that it is necessary to monitor a Twitter feed around the clock. What it does mean is that at least one time a day, all direct messages, mentions and comments get addressed. The reality of this is that at least one hour a day should be devoted to responses, interaction and deletions. Why deletions? One of the worst things about Twitter is the “auto-bots”. These followers are going to send messages to your inbox through direct messaging, they are going to flood your “mentions” thread with useless content that appears to have come from your stream and they are going to create a general nuisance.
Unfortunately, it does take time and effort to clean them up. For those who have hired someone to handle their social media marketing campaign, consider yourself fortunate! This means that you can sit back and relax knowing your Twitter account is in good hands. Maintaining a presence on the most popular social networking sites is smart business, but the theory is that they are social networks and require two people to communicate (e.g., the reader and the owner).
The art of providing information
People use the Internet for a number of reasons. Internet readers are generally looking for information. The more information that you can provide during a social media marketing campaign, the more likely you are to reach your target audience. This means that a strategy must be developed to provide clear, concise and well written information to followers and clients alike. After all, if the material you are providing is not any good, why would people read it?
- Finding the right content – Finding the right content to share with your reader and followers is one of the most challenging aspects of social media marketing. Content must address not only the broader aspects of what a product or service offers, but it must provide certain characteristics. Generally, the information that is provided must be sufficient enough for a possible client to get a grasp of how a product or service benefits them. Remember, the theory “what will this do for me” is what most people are looking for when reading product or service descriptions.
- Quality versus quantity – Although it is true that there must be a steady stream of information available to customers and potential customers, it is more important to keep quality in mind. Remember, just because you write something today and post it does not mean that it falls into a black hole after it is written. It stays forever in the archives of the Internet and is retrievable at any time. In fact, it is highly recommended that as content is developed for your business, that you create a list of what you have written. Go back and read it from time to time and update, upgrade and share it again.
- Hot or evergreen? – There is always a fair amount of controversy about whether sharing information should be done as a “hot topic” or if the information that is provided should provide long lasting value (e.g., evergreen). In most cases, a hot item is fun to write, generates immediate excitement and shortly thereafter falls into the archives never to be seen again. Hot items are likely to be one day (or week) wonders without a lot of long-term value. It is better to provide long-term viable content.
- How important is frequency? – This is generally an interesting predicament. Google and the other search engines really do like regular content. However, everyone has a different idea on what constitutes “regular”. Compound that with the recent Panda update when Panda penalized content farms and one must wonder if regularity is a potential issue. Information overkill is a real possibility. Updating daily is probably too much and updating monthly is probably not enough. In most cases, a weekly post can cure the “not enough information” syndrome while keeping readers interested and active.
- Coming up with content – One of the challenges that many face is coming up with good content to share with readers and with those on social networking sites. This does not have to be as complicated as many make it sound. There are some great sources of information that exist on the Internet without needing to reinvent the wheel on a regular basis. There are article sites that allow you to link to their work, freelance writers who are interested in earning more money and when all else fails, purchase a batch of Private Label Rights articles and clean them up and use them.
Social media marketing can provide numerous benefits for companies of all sizes. Strong social media marketing campaigns can generate new interest in a product or service, help inform existing customers and potential customers about developments in the industry or generally share quality information. Finding the right professional to handle an effective social media campaign can be very beneficial and increase the credibility of nearly any company.