Lest I begin to irrelevantize myself (among my current audience of one) with a seeming dismissal of Twitter in my post from Wednesday, let me say that Twitter is a great, pretty well buttoned-up expression and extension of its communications medium, texting. As such every marketer should be looking at it. My objection was to a story that classified a kind of a “Twitter campaign” as a branding campaign, because on ROI grounds, it clearly failed miserably in that context.
No, Outsell reminds me today that for P.R. purposes, Twitter clearly shows high promise in the B2B space—which to my mind strongly validates its strengths in consumer marketing as well. But for what? Any marketing platform should be applied, particularly in today’s threatening environment, just to those areas where the ROI is clear (not directly measurable necessarily, but clear) and good.
What such areas are there for Twitter? As Kate Worlock at Outsell put it, The capacity of Twitter to reach a group of users with a guaranteed interest in what you have to say is the core appeal
(emphasis mine). So, once you’ve got a group constituted in Twitter, your communications with its members will be highly effective, at least at first before they tire of the group, Twitter, or both.
And there’s the rub. How are you going to get ’em in that group to begin with, and how do you keep ’em there? Don’t bore me by thinking that once your incredible fantastic brand/product/idea is in Twitter, Lots of people will come
—one of my least-favorite most-used statements ever in marketing. No, we still have to ditch utter reliance on viral marketing to make Twittering work. More on that later.
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