Jack Dorsey founded Twitter, a free online social networking and micro-blogging service, in 2006. Dorsey designed this online marketing tool to enable its users to send short posts, known as “tweets”, by means of text messaging. He limited “tweets” to 140-characters to keep in sink with sms messaging. Dorsey further provided connection to Twitter accounts on line as well. Upon logging into their accounts, users have access to any other Twitter accounts they choose to “follow” and can view how many “followers” they have. Jack Dorsey says of the Twitter name, “We wanted to capture that feeling: the physical sensation that you’re buzzing your friend’s pocket (1).” Hence, the now coined terms “tweets” and “Twitter.” In March of 2009, Twitter was announced to have a monthly growth rate of 1,382 percent by a Nielsen blog. However, the report also showed a low 40 percent retention rate by Twitter. Many companies employ Twitter’s services in order to promote their brands. If used strategically, Twitter can be used as a valuable online marketing tool.
To demonstrate, Twitter allows consumers to “follow” anyone’s “tweets.” Each time someone “tweets,” a message is left on the consumer’s traffic feed. Many individuals connect with friends and family via Twitter. This social network provides a way to stay in contact. However, many companies “tweet” as a means of marketing. This provides a great opportunity for companies promoting brands to directly communicate specific details about said brands. The purpose is to engage consumers with said brands and get them to click on links, bringing them to web pages about said brands. Because of the word limit and encouragement to use sms messaging, “tweets” are simple and to the point. Short, catchy, and enticing messages can be sent with a link. These “tweets” create more traffic, which generates more sales and potential sales. Furthermore, these “tweets” help the consumer to feel like they are on a more personal level with said brands.
Because Twitter is mobile-based, as well as online, companies can send messages to consumers anytime, anywhere. While the company has those advantages, the same apply to the consumer. Because Twitter sends “tweets” to the consumer’s pocket, consumers can receive those messages virtually anywhere. This key element can provide great convenience for both the company and the consumer.
Twitter runs into some issues with its overuse and idea of micro blogging. Just as text message marketing and sms messaging can be considered “spamming” if sent to too many individuals, too often, Twitter users can “tweet” too often and too much. The saying, “More is less and less is more” definitely applies here. If companies are “tweeting” too much to promote brands, eventually consumers will disregard their messages. Eventually, they will think, “Oh, it’s just another update.” Plus, sms messaging is designed to give value to brands. Consumers opt-in and receive something of value in return, which engages consumers with brands and adds further value to the brand. If a company or brand-promoter is constantly “tweeting” about every little thing, no value is added.
Another issue stems from the fact that not everyone uses Twitter. The service itself costs nothing, but standard texting fees apply in order to send “tweets.” This may not be an issue for consumers with unlimited texting on their mobile plans, but for many it acts as a stumbling block. Because of this shortcoming, Twitter’s mobile-based advantage is wiped out. If only 40 percent of people are continuing to use Twitter, 60 percent are choosing another means of communication and social networking. This means that companies using Twitter to promote brands are only reaching a small portion of the population.
Twitter definitely has the potential to be a positive online marketing tool, but it must be used with caution and strategy. A company needs to realize that other forms of marketing must be utilized, alongside Twitter. Creating a well-planned marketing campaign is vital to a company’s success when employing any level of marketing, especially a younger form.
