Twitter is for Grownups
Read this Carefully Before You Hire (or Engage) a Social Media Strategist
Last week, Hollis Thomases, writing for Inc Magazine, issued the following warning to online businessmen and businesswomen everywhere:
“Just because you don’t understand social media doesn’t mean you should forfeit all common sense and hire your niece, nephew, or any other recent college grad (say, your best friend’s sister-in-law’s kid) because “they’re really good on Facebook.”
For those of us who have been steeped in Internet business for many years, it may seem completely illogical to hire an inexperienced guide for something this important. But this article is not intended for online experts.
This article is intended for those entrepreneurs who truly believe Twitter is for kids and not quite worthy of a serious businessperson. Empirical evidence shows that a remarkable number of entrepreneurs still hold this view.
Before you fall victim to this mistaken conclusion, stop and concentrate: These are only three of the crucial reasons why you should treat your Twitter efforts with seriousness and circumspection:
- Twitter Knowledge is Power (and Money). More so than any other social media venue, Twitter has proven itself to be a viable business tool, with far-reaching profit possibilities. Consider the following facts as presented by Adam Bain, Twitter’s Chief Revenue Officer, during a November 2011 discussion with “Business Insider” and as can be found in my eGuide “Trajectory: The Ultimate Guide to Building a Successful Business with Twitter“:
- Virgin Airlines – In September 2011, Virgin Airlines conducted a Twitter-only marketing campaign with incredible results. The airline made a one day offer to Twitter followers, good for a flight from any U.S. city to any U.S. city, with a portion of the fare going to charity. This simple use of Twitter for a one day campaign resulted in the 5th highest sales day in Virgin Airlines history.
- Paramount Pictures – Paramount Pictures opened a blockbuster Steven Spielberg movie in the summer of 2011 titled “Super 8.” It opened to solid reviews, a large audience and a big box office. Still, Paramount wanted to spur even greater success through a Twitter campaign. Paramount sponsored a Twitter-only sneak peek and in a couple of hours they sold $1.5 million in tickets at the full retail price. Of course, the added benefit of Twitter – retweets – broadened the sales even more. Paramount had hoped for an opening weekend in the neighborhood of $20 to $25 million. Instead they did an amazing $38 million – most of which they attributed to Twitter.
- Volkswagen – Volkswagen introduced America to the new Beetle on Twitter – an old legend meeting a new one. The campaign was as simple as the new Beetle was exciting. It was merely a tweeted link to Volkswagen where the Twitter followers could learn more. The result set a record in mass marketing history. The #VWBeetle Promoted Trend was the most engaging advertising campaign ever on Twitter, generating more than 90 million impressions within 24 hours. Additionally, The Promoted Tweet, “The 21st Century #VWBeetle was just revealed. Check out the revolutionary new take on the iconic design,” generated a 53% rate of engagement, the highest rate of engagement ever for a Promoted Tweet. Traditional mass marketers — who gauge success at .5 percent — are still shaking their heads. With this level of financial potential, do you really want to entrust your Twitter efforts to the inexperienced?
- Twitter Success Requires Business Acumen and Maturity. Anyone can fail at Twitter, and most do. Part of the reason that Twitter does not demand the widespread respect of other business strategies is that all too often it is planned and executed by immature individuals without significant business acumen. The person running your Twitter campaign must understand your market intimately, must possess the ability to market your products and services without seeming to do so, and must have a wealth of experience in the nuances of online marketing and service. If you are the only one in your organization with an appropriate level of acumen and maturity then the task must fall to you.
- Twitter is a C-Level Responsibility – In future years, as Twitter’s potential is fully realized, Twitter experts will find their rightful seat at the corporate conference table. Social media is rapidly becoming the most potent marketing weapon in many companies’ arsenals. It is far less expensive to mount a Twitter campaign than to launch any other form of marketing thrust; profits are more predictable and best of all, a large and engaged Twitter following represents an ongoing business asset that is always available without starting over. Everything considered, the Twitter executive in your C-Level staff represents a vital and profitable source of new business.
If you found this post useful, and if you would like to read about my mistakes that resulted in success, you will love my eGuide — Trajectory: The Ultimate Guide to Building a Successful Business with Twitter