Is Twitter a complete waste of time and effort? Sure it has 145 million users worldwide and the tech/journalistic community is obsessed with it. But for marketing or awareness is it a waste of time?
Yes and No. Twitter has become a very focused network of tech savvy individuals. Although there is a subset of users here and there that use it for strictly communication and entertainment purposes– it still is the home of the techies. Business Insider makes three great points about this:
Women are huge on social media says the latest study from Lightspeed Research for Oxygen Media Group. Almost half of women ages 18 to 34 consider themselves “Facebook addicts” and 15 percent of moms check Twitter “every waking moment,” according to new research. According to the study 57 percent say they talk to people more often online than they do face to face.
Another study by Lucid Marketing which surveyed moms who describe themselves as “hooked on Twitter” and found that 54 percent of Twitter-using moms check their feeds 10 or more times per day
Not only are they hooked but they use Twitter to connect to brands. Top reasons for this are:
A desire to find out about the company’s products or services (67%)
To get good deals (60%).
To follow businesses on Twitter because they’re already customers. (67%)
To follow up on a retweet (41%)
Famous person doing the tweeting for a business carries little clout with moms (6%).
The key here… if your in business and want to foster word of mouth with women it might be smart to be in Facebook and Twitter.
OExchange is a protocol that defines the way services like Google Buzz, Digg, StumbleUpon, or Addthis receive, find, and share content. (Video Below)
It’s a great idea as sharing has become one of the backbones of the internet and traffic. OExchange calls content publishers “sources” and places or services that share this content as “targets”. By providing a open protocol the new platform hopes to be not only the standard but ease the sharing between sites, services, and platforms. OExchange ask a few great questions:
Digital delivery of content has hit a point where the cost is virtually zero. Are we at a time where “time” is at a point where real time and real time delivery of news is at a virtual zero?
Think of one of the most pivotal events of the last decade. September 11th, 2001. Can you picture where you were when you found out about the horrific attacks? How about how you found out? Was it via a text message, email, phone call, radio, or TV?
Hopefully you got a chance to see the presentation by LiveIntent over at TechCrunch Disrupt. If you haven’t I’ve included the video below and I’ll briefly summarize what this tool does.
Essentially it takes those static social media buttons, like the ones I have in the upper right–and turns them into dynamic content aggregation windows. The example given in the presentation is on Twitter. Let’s say you click on the Twitter button, what will pop-up is a window of conversations that based on the content would make sense to follow. On my page maybe what would show up is my Twitter account, plus a comment from YouBrandInc (because I’m associated with You Brand), then maybe one of my followers because they are talking about the same subject matter as this post.
I read a report this weekend from the marketing solution provider Alterian– Your Brand: At Risk or Ready for Growth? The report is somewhat of a rehash of things that is already common knowledge but there are few things that stand out.
First, a full 95% from a survey conducted for the report indicated they did not trust advertising.Only 8% trust what companies say about themselves. A little over half 58% think that “companies are only interested in selling products and services to me, not necessarily the product or service that is right for me”.
But this report gives you the answer… wait for it… wait… yes you guessed it… social media. Facebook, MySpace, YouTube and Twitter are going to enable people to trust companies again. Also it’s going to allow or somehow change the attitude that companies sell you the product you really want.
When the internet really got going the ability to be anonymous was really the natural state of interaction. As the web has matured this ability has slowly eroded. For social scientists, social anthropologists, and just plain old people watchers this is a burgeoning market.
I would argue that we used to be able to classify people in three parts. The person you are at home, the person you are at work, and the person you are online. These different persona’s are quickly coming to an end. As we take our real world connections and connect online suddenly this opens up the ability to build out a full 360 degree person.
There is a lot of conversation about what this means for people, transparency, the future of the workplace, and that it will foster a better society. The more open we are the more likely we are all going to act responsibly. That’s great but I just don’t find that interesting. Here’s what I find interesting…
To me this has always fell into the realm of the branding bucket of nonsense. It’s something that a company or brand can use to say they are engaging their audience. A check mark to say they are engaging in conversations with their influencers. Hey look at me I’m hanging out with the cool kids, only the cool kids were cool 10 years ago…
One of the best secrets of interacting on Twitter is the ability to create a touch point with someone in your target market on an ongoing basis.
As with anything else managing this can be difficult. Twitter allows you to create lists. Anybody who uses Twitter probably knows this. But Twitter also allows you to create private lists that are viewable only to you.
This is a great feature to put people you want to get to know, interact with, or someone you want to create touch points.
In this video I share a little about this secret interaction strategy on Twitter.