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Why Marketers Aren’t Quite “Getting” Twitter


November 11, 2014

By simply clicking on Google, you can have all your marketing questions answered. Marketing strategies have been brought down to an art: the art of leveraging your online presence to tie it to your brand presence. Most of the articles you find on the Internet on this subject will challenge you to follow the same techniques, modestly reworded: build your presence, grow your follower count, use hashtags and social listening, and be inviting and engaging with your online content.

Marketers are getting it wrong. Many don’t understand why the audience is there in the first place. Companies tend to jump on the broadcasting wagon, rather than simply engaging their audience through what interests them. Social media is used for socializing and to inspire (hence the name social media). Therefore, promoting your brand on Twitter comes from characteristics and development of how your social media is displayed, rather than just the content.

Instead of listing all the different techniques from which you have been fully equipped with already, I will give you 4 pointers for when you run into an unmotivated moment, or are facing a lack of ideas when posting on Twitter.

1. STAY inspired. Remember why you’re doing this in the first place.

It seems as if the question “How can I get good traffic?’ has been answered in many articles with similar overlapping answers. We have all the answers, yet not every company seems to be successful. But if there’s life behind your tweet, who wouldn’t listen? The only thing a company truly needs is motivation. Come up with new innovative ideas to keep the company’s creative team interested and determined to reach out to the public over social media. Try out suggestions from coworkers, rather following a strict, repetitive guideline. Having coworkers create new ideas with the reward of following through, will encourage innovation.

2. Stop thinking social media is a place where consumers are looking to shop.

Social media is all about conversation, and there are powerful benefits to engaging with the world through these platforms. But if companies are consistently broadcasting their products, followers will surely tune out. Rather, a company should use their Twitter to be informative, engaging, entertaining and conversational, instead of veering towards just another sales pitch on someone’s news feed. Recent studies, like The Lithium Technologies study, undercover customers solely looking for responses to their questions from a company within an hour of their initial request. If initial contact is made, companies should engage quickly. Make people view you as a living company.

3. Social Media is constantly changing, and so a company should be just as flexible.

A brand gone social must know how tricky the media is. You must be flexible and ready to fit where needed. Social media is a moving and almost elusive field. That being said, a constructive business that isn’t lenient to constant change is unable to reach success. Always look towards emerging social media platforms and whether or not your brand can leverage them to achieve your goals.

4. Come up with a REAL strategy.

A company should have a strategy that meets the media criteria. The most successful results come from companies that use a “post-by-post” strategy. Developing a technique to connect with their followers happens by just setting time to create driven posts that individuals will be drawn to. Also, businesses should look at the overall picture rather than just one post and create a movement in response. That’s what hashtags are for.  Consider using social listening tactics. See what hashtags are used regularly throughout your industry, and leverage the online conversation by using them too. See what others are posting using that same hashtag, and use those same key words to get involved in their social conversations.

Overall, no matter what a company’s goals are, it’s difficult to achieve those goals without being fully invested in establishing your presence, connecting with social media contributors, and being fully aware of what’s going on in the social media world.

Written by Ariana Sluyter (Princeton Partners, Inc. Intern)