Having a traditional marketing background, for promotional actions I always consider the end result or goal. In terms of twitter and social media though there are a lot of unknowns and what ifs . Overall its untested territory for most people. Steming from a conversation I had recently I decided to do a bit of testing of the twitter platform and see if I can build a bit of test case. This is part 1 of 2 twitter experiments I completed, stay tuned for the second one to come soon! * Note these experiments are definitely not experimental and would probably not be replicated if redone, take my conclusions with your own judgement.
Experiment #1:
I think a lot of twitter users have come across the messages “Get more followers now” or ” Get X amount of followers today” and despite the general sentiment of quality of followers over quantity I’m sure everyone even for a moment where slightly tempted by this thinking that that more followers equals more people to get their messaging out to. This is especially relevant to traditional marketing mediums as more eyes =more marketing awareness= more customer action = money! So I decided to put this to the test, can someone get tons of followers overnight using these follower programs.
The Scenario:
Starting off with an empty account ( @socialmediabot1) I joined the following social media following programs:
Initially I started following 19 people and I noticed with all 3 of these programs that there were paid for premium options ( so basically paying for followers) I also noticed that I almost immediately started sending out auto posts from these programs. From there I left the account completely alone to let the followers come in, opting not to send out anything to not influence the result based on my content.
Result:
#FAIL
I started @socialmediabot1 on a Friday night, deciding to leave it over the weekend. Checking it once I noticed that I was following over 100 people and had just 19 followers, no where close to the promised massive amounts of followers. At the end of this experiment I come to above picture, no followers and 12 auto tweets and a suspended account. I wasn’t completely surprised.
Conclusion:
I am by no means a great twitter user but my account certainly didn’t popup over night and I certainly didn’t expect this one to. A major marketing/branding implication of this is communities need to be built and its not a matter of massively following people or hoping that people run to your brand. Relationships need to be formed and this takes a lot of time and effort.
Often times I feel that platforms like twitter are advertised as a panacea for marketing and that suddenly you’ll see huge results. FALSE! Like all marketing efforts hard work needs to be invested and careful planning and organizing should be done. Social Media is just another touch point to your customers, the only ‘magic’ there is the opportunity to have further communications with customers and the general public.
I’d like to hear what you think about twitter and any of your thoughts on best cases or usage scenarios for companies and organizations so please feel free to leave a comment, send me a twitter message or email me at kevin@kevrichard.com .
Tags: campaigns, communication, Marketing, Promotions, Social Media, Twitter
Spamming is a mentality type, not a technological category. Spammers find ever new ways to attract the naive kind, so what could one expect? A lot of twitter users just should check there own actual twitter usage and re-evaluate the value for marketing.
Abundance of information snippets is overwhelming. -> Attention is so thin these days.
Why I Don’t Use Twitter http://www.techcrunch.com/2009/08/17/why-i-dont-use-twitter/#comments
Agreed, to send spam messages to someone means that you lack thought towards making relationships with others. Instead the goal is to purely get your message out and sell your product.
I guess I sit on the fence sometimes regarding twitter, I’ve seen value come from it and there have been some interesting marketing uses put in place but I do debate sometimes about the usefulness of what I post. Tech Crunch brings up some good points and does make mention about some of the more frivolous aspects.In the end its all personal choice as to whether its useful or not. Thanks for the comment futurefacts.