Razorfish just released a report called “Fluent: The Razorfish Social Influence Marketing Report”. The entire report is a wealth of information on social media and its impact on purchase decisions and advertising.
The closing pages of the report includes a section on "Ten Ways to Make the Twitterverse Work for Your Brand" which includes the following advice:
- Become familiar with Twitter by reviewing, or following, the activities of successful brands such as Dell (dell.com/twitter), Zappos (twitter.com/zappos) and Comcast (twitter.com/ comcastcares).
- Listen to what is already being said on Twitter about your brand.
- Identify initial objectives for using Twitter, including what would qualify as a Twitter success story for your brand.
- Look into competitive activities and potential legal considerations, especially if there is already a Twitter account that uses your brand’s name or other intellectual property associated with it.
- Use the findings to decide on the appropriate opportunity such as offers or community building, tone of voice and method of engagement—that may be right for your brand.
- Since Twitter is an ongoing activity—even if your company is only listening in—dedicate a resource to monitor the conversations and competitors.
- Map out a plan for the content you will share, including valuable initial content to pique user interest.
- Integrate your Twitter account throughout your marketing experience, by embedding it as a feed on the company Web site, including its URL in communications and so forth.
- Maintain momentum by following everyone who follows you, responding to queries and joining in conversations without being too marketing oriented.
- Provide ongoing direct value through your tweets by continuing to listen, learn and fine-tune your Twitter activities.
Note that they reccomend, and I agree, that Twitter needs to be an integrated part of a companies social media landscape.
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