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Twitter isn’t dead – it’s misused

Richenda Vermeulen (via AFR) | July 23, 2013
For some brands, social media has generated leads, engaged consumers, built relationships and elevated their brand. But not all brands have been successful.

MISTAKE #3: NOT CATERING TO YOUR AUDIENCE
The number of brands auto-Tweeting content from other sources is thankfully on the decline, but that's only most blatant example of a continuing social media mistake - failing to cater to specific audiences. Twitter is not Facebook; the audience and interactions are very different. Listening to your audience on each platform, monitoring their interaction and engagement and creating a strategy with them in mind is key.

MISTAKE #4: OUTSOURCING
Perhaps the most significant mistake is the outsourcing of social media. Outsourcing often means that social media is treated as an extension of an ad campaign, and takes it away from those who know the brand best.

Obviously the real social media winner in the Thankyou story is Thankyou. themselves - and not just because Coles and Woolworths are thinking of stocking their products. Their effective use of social media shows a deep knowledge of the realm and invites meaningful participation from consumers. Even if Thankyou products don't make it into the major supermarket chains, they have connected with thousands of potential customers who will seek them out.


Coles demonstrates its brand values in its response to Thankyou's campaign.


Woolworths takes a more formal approach.

So often in social media it's these small, agile companies that lead the way, while larger organisations struggle to throw off the legacy of internal processes built for traditional advertising and PR campaigns. Leading digital strategist Chris Brogan has described the mechanical state of social media marketing as depressing. And I agree. Social media is not a channel that should be invested in as a line item next to "outdoor advertising". Social media's true value is in socialising your business to meet the needs of its customers.

But for now, have a laugh and look at Bank of America's Twitter account, which is described as a "really dumb robot".

 

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