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How to Effectively Market Your Business Using Twitter 
June 2009
1.
What is Twitter?
a.
Twitter is a free online social networking and micro-blogging servicelaunched in 2006 that enables users to send and read other users'updates known as “
tweets
”
i.
Tweets are text-based posts which are limited to 140 characters inlength and are displayed on the user's profile page
ii.
Tweets can include links to other websites
iii.
A user’s tweets are also delivered and displayed on the pages of other users who have subscribed to him or her (known as
followers
)
iv.
Users can send and receive tweets via the Twitter website, ShortMessage Service (i.e. mobile devices) or other third partyapplications
v.
Twitter enables businesses to keep in touch with current andpotential business partners in an open, social setting.
vi.
Businesses are also using Twitter to engage their customers inmeaningful conversations, help with support issues and questions,and gather feedback to improve their products and services
b.
Offers a very unique platform that is recently gaining immense mediapopularity and is attracting an increasing number of followersi.Similar to a blog, but it is limited to 140 characters per broadcast
ii.
Similar to status update on Facebook and Linkedin, but is viewablethrough many different online locations
 
iii.Similar to a large chat room, but you can choose the conversationsthat you want to follow
iv.
Similar to instant messaging, but it is completely public andarchived on search engines
c.
Advantages of Twitter 
i.
Provides you with a
no-cost
marketing platform where you canpost interesting content related to your products and services aswell as boost your company’s overall online exposure
ii.
Allows you to reach hundreds, if not thousands of potential clients(depending on the number of followers you have subscribing toyour posts)
iii.
Functions as a targeted marketing tool that offers the ability for small business owners to perform focus group research previouslyunattainable on a small business budget
iv.
Adds a
human
element to your company profile - - by allowing areal person to put a voice to an otherwise impersonal entity, aTwitter presence provides an interpersonal facet to your business-client relationship
v.
Blogs are instantly visible and indexed by major search enginesresulting in improvement of search engine optimization (SEO)factors
vi.
Search engines prefer fluid web content - - placing a twitter feed onyour homepage keeps your site fresh and helps improve SEOfactors
vii.
Can be used as a social platform to interact with other like-mindedpeople, especially those in the same industry as yourself.
1.
Allows you to establish consistent and deeper relationships
2.
Enables future benefits such as testimonials and peer recommendations.
viii.
If your followers like your content, they will “retweet” your posts thusboosting your web presence even more
 
ix.
Although only 140 characters, tweets could drive potentialcustomers to your website (which is the main platform for your message).
x.
Allows you to monitor relevant industry news, trends,conversations, and other topicsxi.Effective method to distribute sales promotions
1.
Dell followers receive feeds alerting them to discountedproducts available at the Dell Outlet store
2.
As of December 2008, Dell’s presence on Twitter hasproduced $1 million in sales revenue
d.
Potential Challenges
i.
Companies currently achieving success with Twitter (such as Delland Whole Foods Market) are already recognized and wellestablished.
ii.
Requires a long-term perspective for optimal resultsiii.Frequent outages (although seems to be decreasing)
iv.
Tweet dialogue may be confusing to understand and concurrentfeeds hard to follow
v.
Receiving too many feeds could lead to information overload if notmanaged correctly
vi.
Not all posts may be relevant to your market interests
vii.
Attracting a large following of users may prove difficult
viii.
Twitter should not replace traditional outbound marketing programssuch as email blasts, SEO, PPC or banner advertising. Instead itshould be used:
a.
As an alternative means of reaching out to your targetmarket and
b.
To make your followers feel
comfortable
in buyingfrom products/services from you
ix.
Twitter has a 40% monthly retention rate (as of March, 2009)
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