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  • R.I.P Twitter as a Marketing Platform

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    Dan Schawbel is the Managing Partner of Millennial Branding, a Gen Y research and consulting firm. He is the New York Times and Wall Street Journal bestselling author of Promote Yourself: The New Rules For Career Success (St. Martin’s Press) and the #1 international bestselling book, Me 2.0: 4 Steps to Building Your Future (Kaplan Publishing), which combined have been translated into 15 languages.

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    Posted in eBrand, Marketing, Personal Branding, Social Media, Success Strategies
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    106 comments on “R.I.P Twitter as a Marketing Platform
    1. avatar
      EXPERT
      Tiffany says:

      Very interesting read! Twitter seems to be the hottest thing around right now and i’m questioning the study that found only 7% of the tweeps were active?!? However, I did realized awhile ago that following over 150 people can become quite demanding and a hindrance when it comes to marketing.

    2. avatar
      EXPERT
      Clive Roach says:

      What this article assumes is that tweets are only seen in twitter, but they are not. I get comments from my tweets in LinkedIn as they appear in my connection’s streams, and they can appear in Google Buzz, and in Google search, and if people have a widget arranged, they can appear on Web sites etc.

    3. avatar
      EXPERT

      Dan good post there is a company called MyLikes.com using more than just twitter to reach consumers would like you take on sponsored tweets since this is 1:1 and appears to have some traction with both the influencers and the sponsor promoting them. @chasemcmichael

    4. avatar
      EXPERT
      James Nel says:

      I have to strongly disagree with the argument in this article. Twitter is becoming an increasingly popular marketing tool both for B2B and B2C transactions.

      In the UK 65% of companies use Facebook as part of their marketing strategy, while Twitter marketing has jumped from just 3% of companies last year to 49% this year.

      Technically speaking, it’s true that as more users are signing up and following one another a ‘tweet overload’ is achieved whereby your tweet is lost to be never seen again as it is engulfed by a sea of other (useless) tweets, This can be avoided if users consistently tweet relevant and useful information, this benefit can even be compounded by the fact that there are an overload of tweets as people abandon feeds that simply tweet for the sake of it to rather follow those that only supply useful and relevant information.

      In a survey of businesses 78% of respondents indicated that their business is actively using social media. Only 41% reported that these activities are covered under a strategic company plan. [Source: Corporate Social Media Report, Digital Brand Expressions, June 2010]

      For a full range of statistics on social media as well as a report on their value (including ROI) feel free to check out this report http://ecly.co/b4rhaR

    5. avatar
      EXPERT
      Abraham H. says:

      Never forget there are 3 kinds of lies: white lies, mean lies and statistics. A grafic with color bars, numbers and percentajes will mean whatever you want to by only stating that “statistics reveal that…” so, I do agree about this tweeting awareness, and I make myself an example, I hardly ever tweet and/or even open my page, simply because you can’t (even if you want to) read each and every tweet posted by the people you follow, given the case you actually READ and not just post to make some self advertisement and some idle comment like “I’m eating junkfood because I forgot my lunch at home :/ ” which is basically the kind of posts that actually get read

      Now, the idea of tweeter is to post something smaller than 140 characters, so it is understandable that businesses have that 78% of social media usage, why? because I need to promote my product via FB, MySpace, homepage, etc. etc. and I need to promote these websites via tweeter, given the character restriction on each tweet I just couldn’t be specific on my product’s description, and again, that’s another way of viewing statistics… and again, how useful is a site with 106 million members that let’s say 85% of the tweets are actual junk? that’s just having something to be identified for (I’m a Tweeter user, I’m in the edge of technology and social networks =D ), and not something that is actually used,

      Know, quite interesting this new approach on twitter, I find it interesting as a “smart way” or an “aware way” of using social networks the best way you can to promote yourself, and seeing this as a 7% possible reach, maybe the best way is to use tweets to promote your actual website, rather than saying “hey look at me, click here”…

    6. avatar
      EXPERT
      Hansel Dobbs says:

      I have found that twitter is a great resource to use for finding people in your same market that you can partner with for articles and other ventures. There are many ways to use twitter to benefit your brand other than just straight marketing for clients.

    7. avatar
      EXPERT
      jared says:

      I think Twitter needs to get a handle on their fake accounts problems.

    8. avatar
      EXPERT

      I’m learning from you, Dan. A very insightful article. Laura Shabott, writer.

    9. avatar
      EXPERT
      Craig Cook says:

      Just beginning to look in-depth at these issues as I develope my blogsite and intend to use it to promote my business Preacherman’s Handyman Service LLC and to develope self-branding as a dual purpose. Think this evaluation may be worth measuring. Am already getting lost in the tweet world; shall see.

    12 Pings/Trackbacks for "R.I.P Twitter as a Marketing Platform"
    1. […] TANK How will Twitter evolve for B2B marketing? By Jared Bodnar June 2nd, 2010 I was reading this article about how Twitter will be obsolete as a marketing tool in the near future because of the shear […]

    2. […] reading Dan Schwabel’s R.I.P Twitter As a Marketing Platform, his comments about the need for customer service rang a […]

    3. […] y de que España sea el tercer país en el que más se usa Twitter, hay varias razones por las que Twitter no es una buena herramienta de márketing, a saber […]

    4. […] the option of an easy and informative email every once in a while. Check out Dan’s original post for some great stats and […]

    5. […] Social Median and the changes it brings to communications June 15, 2010 Leonardo Leave a comment Go to comments @ SmartBrief Social Media featured article : http://www.personalbrandingblog.com/r-i-p-twitter-as-a-… […]

    6. […] Aug Twitter wasn’t designed for marketing. Naturally I was confused when this blog entry proclaimed Twitter dead as a marketing tool when I was never aware that it was alive and kicking as […]

    7. […] Dan Schawbel claims that Twitter should not be used for marketing, since it requires people to seek out the companies they want to follow. Just because a company follows a potential customer, that doesn’t mean that customer will return the follow and read all the self-promoting tweets. According to Edison Research, only 7% of  people are even active on Twitter. Therefore, one of the best uses is for customer service. If a person follows your company, they  have an interest, and if they tweet about your company, they probably expect a response. A fast response. […]

    8. […] most popular, in terms of comments and shares, post I've written on this blog was calling an end to Twitter as a marketing platform. Ever since I published this post, there has been a lot of research developments to prove my […]

    9. […] Dan Schawbel: R.I.P Twitter as a Marketing Platform […]

    10. […] May 17, 2010 by Todd Lohenry Leave a Comment A marketing platform is a mass communication tool that allows you convert subscribers (readers/fans) into leads. Marketing, by definition, uses a mix of place, product, promotion and price to create a transaction between a buyer and a seller. It’s not about brand awareness or customer support. The focus of a marketing platform is to drive revenue for a company. You, as a personal brand, may sell products (books, magazines, whitepapers) and services (consulting, workshops, speaking) on your website. A marketing platform, therefore, would help you drive people to your website and then convert them into leads and then to buyers. via personalbrandingblog.com […]

    11. […] R.I.P Twitter as a Marketing Platform May 17, 2010 Todd Lohenry Leave a comment Go to comments A marketing platform is a mass communication tool that allows you convert subscribers (readers/fans) into leads. Marketing, by definition, uses a mix of place, product, promotion and price to create a transaction between a buyer and a seller. It’s not about brand awareness or customer support. The focus of a marketing platform is to drive revenue for a company. You, as a personal brand, may sell products (books, magazines, whitepapers) and services (consulting, workshops, speaking) on your website. A marketing platform, therefore, would help you drive people to your website and then convert them into leads and then to buyers. via personalbrandingblog.com […]

    12. […] R.I.P Twitter as a Marketing Platform […]

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