Here are the most fruitful ways for businesses to approach Twitter – although in explaining them I’ve exceeded my 140-character limit.
Sponsored tweets
Thought leaders and intermediaries have been quick to capitalise on the commercial possibilities Twitter offers, using a combination of their real-world stature and a presence on Twitter to generate leads for affiliates – at a price of course. Jeremy Schoemaker, founder of the leading online marketing blog ShoeMoney.com, recently revealed he was paid “$200 to $500 per tweet” by big-brand advertisers Blockbuster and Seaworld to plug products in tweets.
The majority of companies are using Twitter in a more orthodox way as a marketing or public relations channel
Having lifted the lid on this practice – Schoemaker insists “cash for tweets” is commonplace, although he’s the first to talk publically of his involvement – he’s now ascended to the level of tweet broker, negotiating product placement deals between celebrities and advertisers worth “up to $2,500” per tweet. Schoemaker concedes there’s very little to gain for him personally in the current chain, “being connected to A-list Hollywood celebs doesn’t pay my bills,” he laments, but the favours he’s owed for introducing celebrities to advertisers could prove invaluable at a future date.
Direct marketing
The majority of companies are using Twitter in a more orthodox way as a marketing or public relations channel. They tend to post about corporate accomplishments and distribute links that take people back to web pages on their site, press releases, and areas where their products are sold.
Although this may appear the simplest way to get started on Twitter, it can actually be the most damaging to your credibility. The hardened Twitter user – or Tweeter as they’re known – favours the personal touch, and a relentless stream of self-serving and self-promotional posts is more likely to turn them off than get them fired up.
With this in mind, global brands such as Dell and Ford have harnessed Twitter in both dextrous and transparent ways, tailoring accounts to products and setting up customer service channels.
Indirect marketing
A company can additionally leverage Twitter to add personality and charisma to its brand image by allowing its employees to tweet. PR consultants PHA Media utilise this technique especially well, tweeting on a single company channel under individual names.
Through this method, PHA employees are provided a platform to hint at pipeline deals, share images and promote clients. If employees tweet with enthusiasm and verve then a favourable impression of the company can be created.
Also, by allowing individuals to tweet ahead of the company as a single entity, the company can be seen to employ influential leaders.
Zappos has embraced social media with a vengeance. The global online shoe shop has a dedicated page for Twitter on its site that's linked to every other page.
