Just In From Twitter One Minute Ago…
Twitter. 140 characters. 340 million tweets per day. 500 million followers. Overwhelming. It is the ultimate in, “Get to the Point” communications and the ultimate panacea for short attention spans. It has become THE source of real time data. Even then, although many sign on, many sign off. About 47% of followers are no longer active on Twitter, according to ExactTarget. They leave because there is too much clutter in their world of communications. 52% of Followers stop following brands because the messages are too boring. This is not a good start, but having a Twitter presence can have significant benefits for a brand.
Let’s look at the profile of a frequent follower on Twitter. According to Edison Research: one third is between the ages of 25 – 34; they are more educated and have higher incomes than average; they are early adopters of technology. They are voracious consumers and contributors of online information. They will follow a brand on Twitter for the usual reasons – real time deals, promotions and sales, being the first to know and of course, that exclusive content that “club members” always have. We have seen them before. They are ME, but with a twist. Not only do they say, “What’s in it for ME?” but, they say, “What’s in it for ME Right Now!” For this article, let’s call them Digital ME.
So, while the passive users of Twitter continue to decline, the active users continue to grow. Digital ME are the users that you want. Digital ME wants to know more about the personality of a brand. When it finds out, Digital ME is a very influential distributor of information. In fact, much like Facebook that we discussed earlier, this is your real target in the world of Twitter. Digital ME, the influencers are 79% more likely to recommend brands they follow. ExactTarget has a phrase, “What happens on Twitter doesn’t stay on Twitter.”
Again, like the Facebook approach, try to link Digital ME to your permission-based email subscriber activity. Offer exclusive content or promotions on the email account for the Twitter followers. Constantly link your multimedia activity for higher returns.
Follow Michael and the Allegra team on Twitter: @allegra_ca
Next week: Marketing The Tangibles… Now, how about something we can really get our hands around?