Newsstand

July 17, 2011
Where Twitter Fits into Your Integrated Media Marketing Campaign [DMA11]

To some, marketing on Twitter comes almost as a form of second nature. It’s amazing to watch, and more often than not intimidating for those to whom the Twitterscape is an alien concept. But Twitter is an integral part of any successfully integrated media marketing campaign that cannot be ignored. Here are a few things to keep in mind when planning the Twitter end of your integrated media marketing strategy.

First, you have to be able to define your objectives. If your intent is to just tweet into oblivion to the point where even your most ardent followers can’t keep up, start asking yourself the purpose of each tweet. This will help you develop a clear cut goal that can help guide your time on Twitter.

Next, don’t forget that the real value of marketing on Twitter is to drive conversation. Sure, it’s a great social media tool to inform your followers that you’re having a sale or are offering services at a discounted price, but if that’s all you’re doing with it you’re only scratching the surface. To really leverage the power of Twitter, you’ve got to drive chatter. Therefore everything you post should be intended to spark discussion, or at the very least prompt questions.

These are just a couple of basic suggestions intended to show you how Twitter can play an important role in your integrated media marketing efforts. If you want to get a closer, more in-depth look at how other companies are successfully using Twitter to advance their marketing campaigns, pay a visit to the DMA2011 Conference and Exhibition. You’ll not only walk away with a fresh new bag of media marketing tricks, but you’ll also make important contacts that could make a huge difference in the future success of your company.

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