Businesses can use Twitter as a marketing tool in a variety of ways.
Many business owners struggle with social media as a marketing medium.
At the heart of the most effective social media marketing campaigns is
personal communication. Many businesses that try to manage social media
may attempt to shout their message, rather than simply engaging with
potential customers. Potential customers who are active in social
networks will not be receptive to marketing in this fashion. The trick
with social media like Twitter is to interact and engage, rather than
shouting your message.
Use Twitter for the following...
Branding
Twitter can be used to secure a brand. Establishing brand identity is
important to most businesses, and Twitter gives a business control over
their message.
For example, the avatar used in a Twitter profile can reinforce a
company's brand. Use the image normally associated with your company's
brand as the avatar for your account. The Twitter profile webpage can
also be customized to reinforce the company's brand identity and
message.
Marketers can also monitor what is being said on Twitter about their
company and brand. Simply search http://search.twitter.com using the
company name or brand name. When a query about the company or service
is tweeted, reply to the tweet with an offer of assistance. To make it
easier to follow such mentions, you can subscribe to a Twitter keyword
search RSS feed, which will then notify you each time the company or
product brand is mentioned on Twitter.
Marketing
Twitter can be used to let customers and potential customers know about
new products, services, and promotions. Marketers can also conduct
searches for questions where the company's product is a possible
solution. Marketers can then reply to the queries, offering assistance
where it is appropriate.
Viral
Twitter, by nature, is a viral tool. New, innovative, and interesting
items are quickly broadcast and re-tweeted, helping to spread the word.
Consider what elements of the company or product are interesting or
unique. The more out-of-the-box they are, the more likely they will
appeal to Twitter's viral audience.
Even The Playing Field
Twitter can be used to even the playing field between large companies
and smaller ones attempting to compete. Small companies can personalize
their customer interaction much more easily. Twitter also makes it
easier to gain the attention of others. The Twitter community helps to
even the playing field.
Press
Twitter can be used to attract the attention of the press or news
media. Many bloggers and media personalities participate on Twitter. As
a result, the posting of your new announcements may grab their
attention, and result in unexpected press coverage. Public relations
professionals should tweet when they issue press releases.
Instant Feedback
Twitter can be used to get instant feedback on just about anything. If
a company's development team wants to know what customers think about a
potential new feature, Twitter is a great way to receive instant
feedback.
Get Ideas
Twitter can be used to develop ideas for new projects or needs that
people have. Monitor the Twitter stream for the types of products or
services people are routinely asking about.
Connect
Twitter can be used to connect to others in your industry. Follow
professionals in the same niche or market, in order to stay in the
communication loop.
Respond to Criticism
Twitter can be used to respond to criticism in a constructive and
professional manner. Watch for mentions that contain criticisms of your
product or service, and then reply in a helpful and professional
manner. How you respond often says more than the actual criticism
itself.
Communicate
Twitter can be used to communicate and promote your participation in industry events, conferences, and trade shows.
Customer Service
Twitter can be used to provide customer service and assistance.
Personalize
Twitter can be used to personalize customer interaction.
Promotion
Twitter can be used to market things like special offers or time-limited discounts.
Twitter is surely a trend, but probably not one that businesses can afford to ignore.