Posts Tagged 'Twitter'

Twitter raises the importance of content creation

I’ve found the frequency of my blog posts has gone down.  I’m not alone in this discovery.  While this has happened, I’ve also found my consumption of great content online has gone up.

Why?

In both cases, Twitter.

I think longer term, the real-time aspects of Twitter will remove some potential noise (re-blogging, heavy link blogging, etc) and point a brighter light on great content being created AT THAT MOMENT.

Conversational Media is a Discipline, Just Like SEO/SEM

Until recently, most major brands either ignored search marketing, or, at best, considered it a ‘lesser’ discipline than other marketing programs.  In some cases it still is, but by and large, marketers now recognize that search is an integral piece of any integrated marketing strategy.

Conversational (Social if you prefer) media and marketing seems to be following the same trajectory. Conversational marketing is loosely defined as a marketing discipline that helps brands join and engage with communities in an authentic, transparent way that adds value to the ongoing conversation that is the social Web today.

Most brands are still very new to the conversational marketing discipline and its underlying concepts, even though it is every bit as important as a robust search marketing strategy. The case could be made, in fact, that conversational marketing is the more valuable of the two. When done well, conversational marketing has the ability to create connections with customers and elevate the organic search rankings of brands in a way static messages simply can’t while also creating stronger connections with the brand outside of the search realm.

Why?  Because search loves conversational content.  If the conversation is negative, your presence in search is equally negative.   Look at the launch of Blackberry and Verizon’s Storm smart phone. The phone launched to much fanfare and incredibly robust sales. But, they appear to have a problem. Many consumers are unhappy with the product and they are returning it in droves.  Take a look at this screen grab of Google search results for “Blackberry Storm Returns.”

blackberry-storm-returns-google-search

Both Verizon and Blackberry voices are represented on this page but the top result is a blog (Silicon Alley Insider, a site I represent through my employer Federated Media)  discussing the high return rate for the device.  Imagine the person who is researching the return policy before making the leap to buy the Storm….

As another example, take a look at the search results for “Unilever.”

unilever-google-search

Take a look at the 5th result.  It points to the following video on youtube:

This isn’t the conversation Unilever is looking to stimulate around their brand.

Can you eliminate these situations?  Of course not.  But your brand can and should be addressing these situations and focusing on creating a conversational platform that allows for authentic responses to negative conversations as well as stimulating conversations that reinforce your brand position and promise.  In the future, I predict that conversational marketing techniques will be universally incorporated into every marketing strategy just as search and SEO are now considered necessary techniques. Many brands already have and they are reaping the benefits.  Just like brands that have incorporated search into their broader marketing initiatives, brands that embrace and incorporate conversational marketing techniques will have a distinct advantage over brands that choose to ignore or segregate their work from broader messaging.

Check It Out: Sprint Customer Service on Twitter

In my ongoing effort to highlight good customer service via Twitter, I bring you JGoldsborough from Sprint.

twitter-_-jgoldsborough1

Very cool!  Check him out in action here.

Thanks Paula!

What to Show Someone Who Thinks Twitter is Worthless

Mike Masnick (FM Author) tweets the following

Dave Churbuck at Lenovo responds:

I happened to see this exchange because I’m following both Mike and David.  But this happens everyday.  If/when I make a purchase of any significance I will search Twitter for comments about that model.  If there are problems reported I will reconsider my purchase.  If there are responses like David’s to a complaint I will pull the trigger.

Does Twitter Scale? And I don’t mean technically.

Much has been made about Twitter’s fairly frequent outages.  The loyal and rapidly growing group of power users, tire kickers, and everyone in between tested the architecture severely.  The general consensus seems to be that Twitter has gotten this under control.  I think it now has another challenge pertaining to scale.  Does the growth of Twitter remove the utility from the microblogging platform?

Here’s what has got me thinking about this.

I’m by no means a power user of Twitter (for those interested here is my twitter stream.)  But I enjoy following a handful of friends, co-workers, and people I respect in the industry.  Most of the people using Twitter seem to be in my industry or a fan of it so it has been a useful tool for that.  I try to add content when I have something to say and the time to say it and I’ve enjoyed it.  So far, everything is good.

The issue at hand surfaced when I connected my twitter feed to my Facebook status.  I did this because I rely on FaceBook to stay marginally connected with a lot of people I love but don’t speak with all that often – former co-workers, college friends, and recently long lost high school and extended family members.

As more people I know use the platform, my ability to provide good content from me diminishes.  I once would tweek or update my status on Facebook with a link to an article my industry friends would enjoy and I would provide quality content to people who were connected with me.  I now do a link like that and my industry connections might find it useful but my cousin in Minneapolis would find this (probably) to be all noise and no signal.

I truly value Facebook and have found it to be a great way to stay connected to people you care about AND people that are important professionally (whereas LinkedIn has always been strictly about business for me.)  But as my friend list and follower lists grow and become more diverse, my ability to use these tools effectively diminishes.

So I ask you, my loyal reader (thanks Mom,)  what do you think?  Am I just old fashioned in my belief that I should create content for a specific audience?  Is this just another brick falling down from the wall that separates personal and professional worlds?  Does the power of Twitter diminish as it moves from a tool of the “digerati” to a more mainstream collection of users?

Content before design…

Via Twitter. So great. 

Thanks James!

The Conversation Goes Micro

People talking about how companies are using Twitter for good.  Dell sending deals.  10 Downing Street Tweeting Official Government PR, etc.  I’ve seen all sorts of negative comments come across on Twitter too.  Thus far, my favorite comes from Pete Cashmore from Mashable.