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Is Twitter a real marketing tool, or a time waster?

If you judge a marketing channel by reach and frequency then we may just have to have a discussion about Twitter. "What am I doing?" I'll tell you what I'm doing-- I'm trying to figure out if the reach is sufficient to justify any investment or planning to use Twitter in a digital marketing strategy.

There's no cheating this one. It's not like email where you can spam 000's of people with your message and hope for a 'ok' conversion rate. Users of Twitter have already created a blacklist of people whose following-to-follower ratio is too high. So what then?

Maybe it's just a good way to stay connected. A way to let your friends, family, colleagues and total strangers know what you're thinking, dreaming, txting, surfing, stumbling about... If I've got a product or service and I want to spread the word virally, then all I really need is a hard-core group of influencers-- a seeding group. If it's the right message, to the right target audience, then the right influencers can spread the word faster than a million poorly targeted emails.

If you're in Canada, and work in marketing, advertising, media, loyalty or interactive: Follow Me and I'll follow you...

UPDATE: Check out Andrei's post about using Twitter for special announcements.




Andrew Kinnear - Toronto, Ontario

Andrew Kinnear is a marketing consultant in Toronto, Ontario, Canada. His specialties include Social Media, User and Member Experience, Web Marketing, Design, and Analysis, as well as real world experience with POP Design, Sales, Marketing, B2B Channel Incentives, and Loyalty & Reward Programs.

andrew //at\\ andrewkinnear \\dot// com




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