Twitter - Brand Strength or Failure

STATISTICS AND FACTS ABOUT TWITTER

 “The Goal Post for Marketing Is Advocacy”

Twitter is an online social networking service that enables users to send short 140-character messages called tweets.  According to recent social media industry figures, Twitter currently ranks as one of the leading social networks worldwide based on active users.  As of the fourth quarter of 2014, Twitter had 288 million monthly active users.  Registered users can read and post tweets as well as follow other users via update feed.

Recent social media data also proves that Twitter usage is becoming increasingly prominent during events. Live-tweeting cultural happenings such as sporting events or television airings has become a popular way for consumers to engage online with others while sharing their thoughts on current experiences. According to U.S. Millennials’, live-tweeting events makes them more fun and 67 percent would also follow hash tags related to events.  According to industry measurements, TV series are currently ranked amongst the most popular television series online, based on their Twitter online buzz per episode.

ACCESS TO LOCAL AND GLOBAL NEWS AT YOUR FINGER TIPS

Twitter is the most useful and accessible online tool to receive the latest breaking news.

STATISTICS AND FACTS ABOUT BRANDS ON SOCIAL MEDIA

Social media is an important communications channel for brands. Industry studies suggest that brand presence on social networks is not only a part of social media marketing but enables brands and companies to positively shape online discussion regarding their product and reputation. As of 2013, Facebook and Twitter was near universal among leading brands, with Google+, Pinterest and Instagram quickly gaining in brand reach, too.

AVOID BEING MANAGED BY A SOCIAL MEDIA AGENCY WHO PROVIDES YOU WITH GLIB CONTENT AND FAKE FOLLOWERS OR FOLLOWERS WHO HAVE NO ALIGNMENT WHAT SO EVER TO YOUR BRAND AND NO VALUE

There is no point in having fake followers or following fake accounts.  The only person you are fooling is yourself by creating inflated follower numbers.  Twitter is a real time platform so keep it real yourself.  Trust in business is created by creating quality content and engaging with real followers.  Content that offers substance, relates to and engages with South Africa and the world.

There are many high profile businesses and business people in South Africa who are well respected, with networks both locally and internationally and genuine follower numbers in the range of 7,425 to 24,700 followers. For example, Alex Jay @AlexJayZa (17,500 followers) ; Dr Michael Mol @DrMichaelMol (24,700 followers) ; Tebogo Ditshego @TebogoDitshego (12,200 followers) Chairman of @ReadabookSA (34,200 followers) and Forbes Top 30 African Entrepreneur Under 30, featured in the December 2015 issue of Destiny Man!

TWITTER ACCOUNTS MANAGED BY SOCIAL MEDIA COMPANIES CREATING FAKE FOLLOWERS

If your business twitter account or your own twitter account is managed by a social media company who expands your follower base and acts as a paid brand advocate and you have under 3,000 tweets and are showing over 30,000 followers, you have been duped into thinking you have more influence than you really do.  People who are active on twitter and have done the hard yards in securing followers via quality content and engagement and have posted 17,800 tweets plus know that it is impossible to have over 30,000 real followers off a few thousand tweets.

If you have not done the hard yards on twitter and you have over 30,000 followers without being a South African celebratory or sports person, then your twitter account is fake.  The last thing you want people to do is to recognise this and to lose the little credibility you have.  It looks terribly foolish, following hundreds of locked twitter accounts i.e. you are actually following hundreds of twitter accounts, the content of which you will never see?  There is a certain amount of common sense in using the twitter platform that some people do not pay attention to.  Being real is the best policy.  Being honest, and do not take short cuts!  Instead do the rewarding hard yards.  Sift through your followers and delete the fake accounts on a daily to weekly basis.

TURNING ENTHUSIASTIC CUSTOMERS INTO A POWERFUL MARKETING FORCE
FROM AWARENESS TO ADVOCACY

Rob Fuggetta author of ‘Brand Advocates’ explains how “advocacy has zoomed to the top of the marketer’s agenda. He states that in a recent global study by IBM, CMOs said advocacy is their top priority”.

LOYALTY AND ADVOCACY

“Loyalty has been considered to be the Holy Grail for customer relationships. However, just because customers are frequent buyers doesn’t mean they’re Advocates. You may belong to a loyalty programme sponsored by airlines, retailers and credit card companies. That doesn’t mean you go out of your way to recommend these companies. Advocacy on the other hand, is the true litmus test for loyalty. When you recommend something to a friend, you are putting your personal reputation on the line. Getting customers to recommend you is like having a virtual sales force, promoting your products non-stop to family, friends, peers and thousands and millions of buyers online”.

WINNING IN A WORLD TRANSFORMED BY SOCIAL TECHNOLOGIES

“The Business World Can and Must Take Advantage of Social Media”

A win-win situation, brands start engaging and many relationships are won!

‘Groundswell’ Charlene Li and Josh Bernoff’s publication explains that “the value of the brand belongs to the market, and not to the company. The company who has developed the brand is a tool to create value for the brand. The company is a closed structure but the brand is an open structure that engages with the world”.

A very valid question should be asked of all marketers and brand managers – are you creating and enabling value for your brand via social media? Are you using every possible medium to create value for your brand? Are you engaging with the public creating loyalty for your brand and turning awareness into advocacy?

SOCIAL MEDIA

Charlene and Josh in ‘Groundswell’ identify what Social Media can be used for in respect of your brand:
 Listen to better understand your customers. Insight can be used for future marketing and product development
Talking – spread messages about your company
Energizing the brand – find your most enthusiastic customers and use their loyalty and brand advocacy to supercharge the power of the word of mouth

GET CUSTOMERS TO STAY FOREVER

Ric’s publication ‘Social Marketology’ has an informative section on Brand Voice. The various voices comprise maven (expert) voice; promotional voice; customer focus voice, voice of community love and voice of passion and voice of advocacy. Ric states that “one of the most interesting brand voices is the voice of passion”. This is the voice that speaks with enthusiasm and promotes the feel good factor behind the brand. Similar to the voice of passion is the voice of advocacy and can speak on behalf of a cause, or company brand.

MULTI-SCREEN WORLD

We now all live in a new world, a world where multiple screens are used by the multitasking audience. In the multi-screen world, creating ‘social engagement’ has great value. It’s fun, social and uplifting! What’s not to love?

“At the heart of a great brand is a great product or service”

Share the good news about your brand on Twitter - Social Media

Remember to Keep It Real