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Executive Tips
Twitter: The New Marketing Frontier
Twitter has quickly become an invaluable way to market brands and messaging. But many organizations still haven’t quite figured out how best to leverage this new tool.
Here are a few ways you can make Twitter work for you:
1. General outreach
Use Twitter for disseminating company information, including everything from newsletters to press releases. Think of it as your own personal newswire. Tweeting provides your followers and the social networking community quick and easy access to the latest news from your company.
2. Event promotion
Twitter is as an avenue for creating buzz about upcoming company events. Along with posting the link and a 40-character description, consider asking employees, colleagues and friends to “tweet” about topics on the agenda, people attending and what their getting out of the experience. It’s effortless and free!
3. Thought leadership
Conversations are happening on Twitter about everything. Why not take advantage of the opportunity and discuss a topic relevant to your industry? By getting involved in a Twitter discussion, you can position yourself as a thought leader and build credibility with various audiences: customers, employees and media. They, in turn, can call on you as an accessible expert for instantaneous information and commentary.
4. Competitive analysis
Twitter can be a real-time tool for competitive analysis. Protect and optimally position your brand by keeping up with what your competitors and customers are saying. If you are in the know, you are able to address an industry need, respond to a competitor or even diffuse negative “chatter.”
5. Media relations
Identify a few reporters or publications that are most relevant to your company’s market. Publications such as Government Executive, Washington Technology and Government Computer News tweet daily. You’ll be surprised by what you can find!
There’s no doubt that tools like Twitter and Facebook are new to the marketing canon. But they are the wave of the future. How can you best ride that wave? Start small, with one or two of the steps suggested above. You might be surprised at how easy and effective it can be!
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