What’s your Twitter marketing plan?
Technically, Twitter is a micro blogging platform that limits real time comments (tweets) to 140 characters. What may seem like a simple technology is a worldwide phenomenon with a projected 200 million active users. Leveraging this platform many companies are looking to Twitter as a key part of their integrated marketing campaigns and a key source of real time customer connections. It’s free, has a lot of people using it and indexed by search engine - what could be bad about that? Well, like any marketing activity make sure you have a measurable plan!
When developing your Twitter marketing plan, here are several key areas that I would recommend you include. Any you think I may be missing?
Goals – what’s your business goal for using Twitter? Why invest resources if it doesn’t help to drive your business. Many time typical examples, include increasing site conversion, traffic, and downloads.
Message – What’s the messages for your audience personas? Building a message map or messaging framework that contains the key audience messages is required. Example audience personas often include existing and prospective followers.
Message Tactics – What tactics will you use to deliver your message? For example, asking questions, making observations, amplifying others.
Hashtags/Keywords – What hashtags and keywords will your organization use? Consistency is important to ensure you receive the maximum effect for each tweet.
Schedule/Frequency – When will you post your tweets? Scheduling your tweets throughout the day increases the likelihood that Twitter users will see your message at some point. From a company based Twitter account I recommend no more than 3-5 Tweets per day as a general rule.