Article Number : 5831 |
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| Date | 8/18/2010 9:17:23 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5831 |
| Abstract | By Jennifer Brough Marketing efforts begin with identifying goals and now, more than ever, setting them with measurable results. When devising a marketing strategy, no one tool should be perceived as the sole solution. What works for one company may not... |
| Article | By Jennifer Brough Marketing efforts begin with identifying goals and now, more than ever, setting them with measurable results. When devising a marketing strategy, no one tool should be perceived as the sole solution. What works for one company may not work for the next. Likewise, one tool might work best in conjunction with other efforts, as is often the case with social media star, Twitter. With only 140 characters to tell a story, Twitter serves up a text message mentality to its 190 million visitors per month, as of June. These messages, or tweets as they are called, are meant to answer what’s happening, while displaying a living history of user interests. Currently there are an average of 65 million messages posted each day. So what might you find? • Messages that inform and serve as primary bearers of news. Twitter rewards those who crave instantaneous information and businesses no longer need to rely on mainstream media to make headlines. For example, flooring’s largest trade show, Surfaces (@SURFACES_Show), promotes the January market year round. Already this month it has talked about trendy new introductions and how to become an exhibitor. Also, organizations such as the U.S. Green Building Council (@USGBC) and the National Home Builders Association (@NAHBMedia) provide newsfeeds of what’s most meaningful to their audience. • Messages that engage with (potential) customers. Often, the simple act of reaching out, serves to humanize brands. Marketers, sales forces and customer service departments prize relationships built in the Twitter realm. As potential customers enjoy positive results from the brands with which they interact, they tell their followers and friends. Word-of-mouth is a powerful tool in an age where consumer reviews are often viewed with more significance than that of traditional experts. • Messages that record everyday activity. As is the case with social networking—whether it is Twitter or beyond—there is some necessary weeding to get to quality customers. Those who are truly passionate about data, however, might argue that tweeting, “I just ate a peach,” reveals something useful. Getting started Twitter keeps the sign-up process simple and free: • Leap. When jumping into the world of social networking, maintaining a consistent brand identity helps users find you across a number of social media platforms: Twitter, Facebook, You Tube, LinkedIn, et al. Whenever possible, use the same user name for recognition. In Twitter language, your user name will look like this: @YourNameHere. • Investigate. What are people saying? A simple Twitter search of the term flooring reveals a bevy of reasons why hardwood or carpeting or tile or green makes the best consumer choice. Other posts promote a contest where participants have a chance to win flooring or an iPad. In another, a consumer laments her desire for heated flooring. Twenty different messages in 20 minutes all on the topic—flooring. • Ponder. What kind of message might you address to the crowd? Promote your latest sale? Direct followers to your website or blog? Ask for feedback on your latest big idea? Advise our challenged consumer on finding heated flooring? • Follow. Identify who you want to follow on Twitter and organize via lists. Understand what interests and frustrates who you follow, and likewise who follows you, so that you can ultimately provide content inspiring them to take action. • Respond. Now it’s time to deliver relevant and useful content to your audience. Sometimes that means tweeting about and bringing information not directly tied to promoting your brand, product or services. Followers tire of constant advertising messages. Remember, the goal is to create content that resonates with the mindset of your target audience. Look at what Old Spice has done to revitalize its brand through the work of a thoroughly entertaining Isaiah Mustafa. According to Procter & Gamble, Old Spice’s parent company, his personalized videos directed toward those commenting or asking questions online generated a billion impressions in a week and were widely distributed on Twitter. Yet, don’t be discouraged when your first attempt doesn’t hit a billion impressions. While the need to immerse oneself into the world of social media is of great importance to a business, companies are finding that the old adage, quality over quantity, can still ring true. For instance, ConcreteAnswers.TV— hosted by Owen Blevins, co-owner and vice president of Mid Atlantic Concrete Equipment in Lititz, Pa.—bills itself as “the most passionate show about concrete plants and equipment.” While its Twitter follower count may not rival that of Old Spice in size, don’t discount the passion of those whose interest is firmly entrenched in the world of concrete. What’s Happening? Answering Twitter’s prompt causes some businesses the most angst. Developing compelling content isn’t just a Twitter exercise, but part of a marketing plan where all tools are integrated. Because each tool plays a part in telling a thoughtful, authentic message, rather than thinking about content only in the Twitter vacuum, start bigger: • Talk amongst yourselves. Determine content priorities by talking to all departments to understand how broad or narrow that list is. Do you have new products to be launched? An installation question that’s repeatedly asked? A color palette you feel will inspire? • Establish monthly themes supported by all marketing efforts. If that’s too ambitious, start quarterly. Assume it’s a living calendar meant to adapt as you need it, so themes are never necessarily set in stone. • Now, talk to others. The final step in mastering Twitter is creating quality content that motivates your followers not only to continue reading but also share with others. After all, isn’t that what being social is all about? As you get started, take note of the many third party applications meant to assist you in getting the most out of an active Twitter account. Most have been developed as a means to create efficiencies in time spent on social media sites while at work, which is often viewed as another stumbling block in getting a social media start. Research the benefits of using applications like Hootsuite, as they are meant not only to simplify posting to multiple social media sites, but also to measure the impact of information shared. Above all, remember that Twitter works best when the focus is on building better relationships with (potential) customers, not simply on selling product. Jennifer Brough is a trend tracker and PR manager with Scheffey Integrated Marketing, scheffey.com. Find her on Twitter at @jrbrough or call 717.569.8274. |