How to Market Effectively on Facebook and Twitter

Want to know how to really make Facebook and Twitter work for you? According to eMarketer, here is what other marketers have reported as effective marketing techniques on these two popular social tools:

Marketing on Facebook

The most common marketing tactic used on Facebook was attempting to drive traffic to corporate materials through status updates, followed by friending customers.

But the most effective tactic for consumer-oriented companies was creating a Facebook application, which was done by less than one-quarter of total respondents. Both B2B and B2C companies also reported surveys of their fans as effective; fan surveys were the third-most-common tactic attempted.

I had no idea marketers were “friending” recent customers. How do they even find recent customers? Huh. I’m not sure how I’d feel if I purchased a Starbucks (SBUX) mocha, then came home to see a friend request from them. But I guess this is working for some customers.

Marketing on Twitter

Like those on Facebook, marketers using Twitter were also most interested in increasing traffic. Driving traffic by linking to marketing Webpages was the most common activity on the microblogging site, followed by driving sales by linking to promotional pages. But again, the most effective tactics were different.

B2C marketers had the most success with monitoring Twitter for PR problems (done by one-half of all respondents) and contacting users who posted negative comments about their brand (done by only 22.4% of total respondents). B2B companies also succeeded with brand monitoring, as well as with using Twitter invites for in-person events (the least common tactic of all).

Most of the Twitter tactics don’t surprise me. I personally don’t follow Twitter users who only tweet URLs and use their accounts like RSS feeds. What a waste of a marketing channel. Interspersing meaningful tweets with URLs is more likely to get a click from me, personally.

Author: Mike Lee

An idealistic realist, humanistic technologist & constant student.

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