Twitter, a good marketing tool?

I know I’m picking a fight on this one, but Twitter may not be the best marketing tool for your business or organization. I know this might strike you as odd. After all, you hear about Twitter everywhere and you see the Twitter logo everywhere, but here are my main arguments as to why Twitter might not be for your business or organization:

  • As of December 8, 2010, only 8% of the population was on Twitter.  For rural areas, including the one I live in, the actual percentage is much smaller.
  • In addition, Twitter has a large number of accounts, but not a large number of active users.
  • Twitter may not cost you anything when you are considering only actual dollars in advertising spending, but it does cost you in time. My general rule of thumb is that you should be updating Twitter 4-5 times per day. But, honestly, I fall short of this rule a lot because I simply don’t have the time to devote to updating Twitter plus doing other things I need to do. So, you need to ask yourself, do you really have the time to devote to this medium?

So think of it this way, what if your marketing manager came to you asking you to allow him or her to spend 30-60 minutes of their 8 hour day each day on a marketing program that would reach less than 8% of your market and in a program that very few of those users are actively engaged with? Would you say yes?

Twitter everywhere!

Undeniably, the average person hears about Twitter a lot.  But here’s my theory on why:

From my experience, the top four types of people/organizations that use Twitter are:

  • The media
  • Celebrities
  • Public relations/marketing professionals
  • Politicians

In comparison, in my opinion, the top four types of people/organizations that influence what we see/hear about are:

  • The media
  • Celebrities
  • Public relations/marketing professionals
  • Politicians

So, in following that rationale, doesn’t it make sense that, even though the actual number of people in the US that use Twitter is small the average person hears about it quite often since the people who influence our media the most are those that use it?

A good marketing tool?

So is Twitter a good marketing tool for your business or organization? Maybe and maybe not. What it really depends on is who you are trying to reach. Many businesses, such as food trucks in urban settings, have been very successful using Twitter to promote themselves. However, other businesses may not have that luck. My advice would be to critically look at your target market and their media habits. If you are targeting a group that, in large numbers, is actively using Twitter, then it may be worth using as a marketing tool. However, if your target markets aren’t using Twitter, then you might be much better off spending your time (which is money) someplace else.

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