The Value of Twitter

I frequently have people ask me about the value of Twitter. Twitter is one of the hottest things going, but is it going to work for everyone?

Twitter, Facebook, blogging and others are most effective when they are a part of an overall marketing strategy. Launching a blog or starting a Twitter account without a plan will not be successful. Each component of your marketing serves a purpose and works together, much like the engine, steering wheel and tires of your car.

So if you don’t see how it fits, should you ignore it?

At your own peril.

For an example of how to use Twitter and a cautionary tale of the price of avoidance, read this AdAge article – How Twitter Can Help or Hurt an Airline – “Southwest Reaches Out to Reassure Customers, While Angry Passenger Lays Into Delta”.

Then consider how you can use social media to better serve your customers and encourage your happy customers to spread the word.

How are you using social media to help your business?

Using Social Media to Create a Product

Ever wish you could launch a product or service with confidence that you had a strong demand and the right ingredients?

If you like the idea, you might take a look at what Del Monte did when they wanted to create a new dog snack. First they formed a social network of 400 dog owners, then asked them what they wanted in a dog snack.

AdAge has a video from the Interactive Advertising Bureau’s Social Media Conference here where Forrester Research’s Josh Bernoff explained how Del Monte Foods did exactly that in just six weeks. <!–

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Social Media – The Next Generation

Ever wonder what social media might look like in the future?

Steve Rubel wrote an interesting article for Advertising Age called “Who Will Rule the Web Once Twitter and Facebook Fade?”

In the article, he says marketers must realize it will be peers and data that will determine what people buy, not brands.

What does this mean to the concept of brand identity? Tell me what you think.

Eight Things to Keep in Mind

When planning your marketing strategy, consider these eight things:

Start small, but start

Without action, your dream will dry up and blow away

Define your purpose and determine your target

Figure out how you can address their needs

Don’t be afraid to make mistakes!

Provide free information

People like to try before they buy, so devise a way they can experience your talent or product

However, only give away something of genuine value, otherwise you just prove you don’t have anything worth paying for

Be visible

Write articles, give presentations, share information

Participate in blogs, make comments and interact

Go multimedia with videos, webinars, podcasts and clips

Believe in yourself

You don’t need to know everything

You need to be knowledgeable, willing to learn and open to new ideas

You can do this!

Believe it!

Expect to be criticized

Some people say if you aren’t being criticized, you aren’t trying hard enough

There will always be detractors and critics

Handle them like a professional, and don’t let them affect you

Be honest

The public has developed a very cynical lie detector, and if you try to deceive, you will lose your credibility

Nothing is more difficult to regain than someone’s trust

Always be honest about your skills, your promises and your capabilities

Stay informed

Know what your competitors are doing

Stay up-to-date on new developments in your field

Share ideas with others who practice innovation

Never Stop Learning

Your doctor may have graduated at the top of his class, but if that’s the last time he learned a new technique, you could be in trouble

No one knows it all, and the best and brightest are constantly educating themselves.

WARNING! Check your Google map listing.

Did you know that Google Map might have your business listed and if you don’t claim it, SOMEONE ELSE CAN!

Kristine Wirth has a great post on her blog about this – be sure and check it out!

NOTE: when you verify your identity with the phone call, WAIT patiently – it takes a while to process. The SCREEN will tell you when it’s complete.

The Dangers of Manipulating Viral Marketing

Remember when we talked about how your marketing must be authentic? How, in this new marketing environment, deception is exposed and the word spreads swiftly? You don’t want to get caught even appearing to influence without being transparent about it. Case in point, take a look at this link, where a cruise ship company apparently tried to organized their viral marketing campaign. let me know what you think – post your comments!