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While this is no longer news, and with the announcement of Conan O’Brien’s move to TBS this is probably close to obsolete, the following example brilliantly shows how social media need not be contained within a computer
As you monitor the performance of keywords that bring visitors to your main site, it would make sense to track those same phrases on Twitter to gauge overall interest in products and services relevant to your brand. Whether you cater to local or national markets, you have the means to search what people are tweeting without necessarily refreshing Twitter’s search engine. E-mail, web-based and desktop clients allow for ease of researching multiple key phrases, and many of them are free.
It’s natural, as you sign on to a new site or social network, to gravitate toward like-minded people or others working in your area of expertise. As a writer and social media specialist, I tend to follow colleagues and experts in the published and SEO fields to keep up on rumors and events. Ultimately, I realize many of the people I follow are using Twitter not so much to trade recipes and water-cooler talk about Lost and the Super Bowl, but to promote their own interests. Authors have books to sell, SEO mavens have services to exploits, and the bottom comes down to money – the more time invested in social marketing should eventually yield results.
One could argue Amazon.com, arguably the largest online retailers of books and videos, weathered a grand share of abuse over 2009 due to a number of gaffes involving the de-listing of gay and lesbian literature and other titles from their search functionality. The Twitter hashtag #amazonfail became well known and oft-used to chastise the mega-ecommerce site for their actions, yet these days it doesn’t seem that term will retire soon.
When Twitter fails, for a minute or even longer, it’s not the end of the world. It presents the beginning of opportunity for thinking outside the box and finding another way for your marketing to work. Sit back, take a break from the Fail Whale, and see what other fish are in the sea.
From the tragedy of the earthquake in Haiti has come perhaps the best example of global cooperation by way of social media. Following this natural disaster, it’s reported that text message donations alone have accounted for at least $22 million dollars given to relief organizations like the Red Cross.
Should one consider to be more responsible while using social networks like Twitter and Facebook? When we post status updates and share news, we essentially share with the world a taste of who we are in real life. Is there a fear that we might come off as vacuous or indifferent people, or does social media challenge us to be more interesting and entertaining – always “on”?
In an age where wives are finding out via Facebook that their husbands are leaving them, a business owner might take pause when considering a social media marketing strategy. It seems lately Twitter, too, is used more as a harbinger for bad news and celebrity gossip (just plug in a search for Tiger Woods and sit back for the fireworks), and one wouldn’t be surprised to guess if a business owner wants to curb social online interaction in favor of less sensationalized promotion. Is that a wise move, however?
In website design, the credo used to be that one had an average of five seconds to capture the attention of a visitor with compelling “above the fold” content. If nothing placed immediately under the address bar prompted somebody to scroll down the remainder of the page, you could be certain the next action would either be the back button or a link offsite. While this principle still holds true – there will always be cause to optimize a website for maximum stickiness, it can be applied to marketing via social media. In the case of micro-blogging sites like Twitter, and to some extent the status update feature on Facebook, your space is limited. And every word posted must count.
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