We have come a long way from the days of the telegraph. Today Social Media is the new way to communicate. This week’s lesson is called “Social Media Marketing: Facebook and Twitter!” (Brad Batesole, 2016)
In general, we know a variety of things about Social Media Marketing:
- It is conversations where we inform customers about our brand.
- We encourage our customers to share our content and our story and become brand ambassadors. They do the marketing for us.
- Getting our content shared increases our reach. One like can add hundreds of views by potential customers.
- It allows us to hear from our customers about the good and the bad.
- We can test ideas, depending on our level of activity add credibility.
Social Media Marketing is “Word of Mouth on Steroids!”
Facebook Vs Twitter. Facebook is a private network, where you share ideas with friends and family. The prime demographic is 25-50, the middle class with the highest percentage of users with a post secondary education. Engagement with a post can last for days.
Twitter on the other hand is public. It is real time and only 140 characters per post (this has since doubled to 280 characters). Twitter boasts 20% of the internet population, with a demographic of 18-29. 90% of Twitter engagement happens within the first hour.
I have been frittering around with Twitter for a few years now. I never used it properly, and I really don’t get its appeal. Perhaps this is because I am way outside the demo. For that matter, I am outside Facebook’s demo.
Huh, go with me here, what if I was able to come out with a social engagement platform that catered to the 50-Dead demo? Instead of sharing pics of our food, it would be colon pictures we get after the colonoscopy. I digress, perhaps more on this later.
Twitter, like all social media marketing, is dependent on analytics. You need to access this valuable Intel and it is easy enough with Google Analytics.
Remember your post has to be short, it is 240 characters, so concise is important. If you are sharing a URL then check out BITLY. They will use a process that shortens your URL.
240 million people daily visit Twitter to find topics that interest them, so potential is high. When you share content make sure what you are talking about is relevant to you and what you do. It is important to interact. Twitter claims that 72% of people are more likely to purchase what you are selling if you follow and interact with them.
Make sure the user name is relevant to your business and try and stay away from personal names, unless they are intricate with what you do. A good place to start is your positioning statement, or your slogan. There are probably some great words there, remember keywords, because online it is all about being searchable. I use my name because I am the only employee in Hired Gun and is the essence of what I do. You buy my services @Benbabchishin.
Be prepared, before you start tweeting check out what other people are doing. What type of tweets does your competitors do? Follow hashtags, keywords and get a feel for what seems to work and what doesn’t.
Make sure you have a marketing objective. Develop communication guidelines, this helps you be consistent. Remember this is quick communication and you must adhere to the 4 Be’s:
- Be Concise.
- Be Transparent
- Be Relevant
- Be Accurate
Always add value and own up to your mistakes. One of the main goals of your tweet is the retweet. Shareable = funny, helpful, newsworthy or inspirational.
If one of your tweets gets re-tweeted, it opens you up to a much larger audience. Third party recommendation gives you credibility; someone sees value in your brand and feels confident to recommend you to their followers. This is how you go viral.
The number one rule of sales is a relationship, that is no different online. The right follower can put you in front of millions of people. Everything counts; one of those million people must need a training video, a marketing piece, or perhaps a commercial.
These relationships are key to retweets. The right people, trends and relevance is also mandatory. You can also retweet other content; making sure you add your own context. You are now supplying your followers with different media and this just grows your credibility.
It is good to follow trends that are relevant to your brand. On your page, you will see a list of trends with hashtags you may want to follow. Just make sure they are legit, check them out first, before you actually follow them.
The retweet is kings. Here are some guidelines that will help find these quality followers:
- Tweet often, every day, and make sure it is media rich content.
- Tweet interesting things.
- Join conversations and retweet content.
- Follow hashtags.
- Share your profile/username on other mediums.
Note that on twitter, you will be judged by who you follow, so be careful who you pick. (Sigh), yeah, okay, I unfollowed Porn Hub.
You are also looked down on, if you are following more than are following you.
Hmm, my numbers are wrong, I need 37 follows to not be ostracized, so can you give a brother a break and throw a follow my way? Alas, I won’t be able to return the favour for a bit.
When you are searching for conversations, imagine you are in a place where there are numerous groups of people talking around the room. You stroll along, casually listening for some keyword, or a hashtag you like. When you find the right place, you interject and become part of the group, able to deliver information they all desire. There are not hashtags and keywords in real life conversations, but I am sure you get what I mean. You search out the relevant and insert yourself and your brand.
There are a lot of Twitter tools such as TweetDeck, a place you can customize your Twitter experience.
Twitter is fast, public and transparent. Credibility is crucial and it is recommended that you stay away from the sites where you can buy followers. These are often fake accounts and can easily be found out.
Finally like Facebook, Twitter analytics can be converted into a spreadsheet.
That is it for Twitter this week. The other part of this week’s lesson is more Facebook. While not much new was discussed, I was reminded to download an app called Facebook Pages, this allows you run your Facebook business from your mobile.
There are differences between Twitter and Facebook. I understand Facebook now, but I am still sketchy on Twitter. Good thing next week’s lesson is “Twitter for Business!”
Till next week!
Babchishin, B. (n.d.). Ben Babchishin. Retrieved from Twitter: https://twitter.com/Benbabchishin
Blog, D. K. (n.d.). The merits of someone else s social turf.
Brad Batesole. (2016, 6 16). Lynda.com. Retrieved 11 18, 2017, from Social Media Marketing;Facebook and Twitter: Lynda.com
Twitter. (n.d.). TweetDeck. Retrieved from Twitter: tweetdeck.twitter.com