The interesting thing about Twitter is that it has hundreds of millions of users, and it can be a powerhouse as far as sales and conversions are concerned. Unfortunately, most brands that try to market on Twitter tend to look at it in very one-dimensional terms. They either look at it as a flat branding vehicle with no direct success metric.
On the other extreme, there are people who look at it as primarily a spam vehicle. The good news is that the reality of Twitter’s marketing potential lies squarely in between. It is neither a spam platform nor is it a flat, untraceable branding vehicle. You can measure your brand’s reach on Twitter.
Your branding efforts on Twitter can indeed put actual dollars in your bank account. You just have to pay attention to how you market on Twitter. The most effective way to market on Twitter is through influence. Find people on Twitter who already speak to a lot of other individuals who are interested in your niche. Reach these influential people and get on their radar. Get them to feel that you are important enough to listen to.
Once you get your content in front of them, and your content is compelling, these people would become your champions. In other words, they will become your cheerleaders and spread your word for you. Make no mistake about it. Word can spread like wild fire on Twitter. It is like word of mouth but taken to an exponential level. That is how powerful Twitter is.
Unfortunately, so many people look at it as simply a spam vehicle and these people are very easy to spot because there are only three categories of them. If you do not want to fail at your Twitter marketing initiatives, make sure your campaigns do not degenerate into any of these three categories.
The mass follower is a very easy Twitter spammer to spot. All this piece of software does is that it follows Twitter users. It just keeps following people day in and day out. The reason why it follows is that certain percentage of people would automatically follow other accounts that follow them first.
People who operate these software programs know this. They know that if they followed millions of people, a certain percentage would follow back, and they will get an audience. What do they do with this audience? It is simple. They just blast them with spam.
The spam is non-targeted and it is focused primarily on volume. They know that if they send enough spam out there, enough would respond positively to the spam to yield a positive return on effort. Since most of these spammers are using software, it does not really cost them anything. Alternatively, they can hire outsourced operators from places like the Philippines, Bangladesh or India to manually supervise the spam robots. However, at the end of the day, it is a classic boiler room numbers-based strategy. It produces little value and irritates a hell of a lot of people.
Direct Message Spammer
The direct message spammer is a sub-type of the follower. When you follow back an account, you give that account authorization to send you a direct message. These Twitter spammers follow lots of accounts, so they can get direct message access. They would then apply the same spam strategy to direct messages. They just keep blasting out huge amounts of direct messages and hope that these people would respond back or click on links.
To make matters worse, direct message spammers use hash tags or biographic keywords in the accounts they are following, so they can target certain niches. These spammers are the worse. Why? They seem like they are targeted, but in reality, they are just using a classic mass spam shotgun approach.
This is actually the most sophisticated of all Twitter spammers. They do not spam you directly. Instead, when you share content, you would notice that certain accounts favorite your content. People like to get noticed. People like to feel that their opinions matter. Not surprisingly, when Twitter users get their shares or content updates “favorite” by certain accounts, they click on the name of the account to see what is going on.
There is a certain percentage of Twitter users that will automatically follow those accounts. This type of Twitter spammer is very sophisticated because they are not following you. Instead, they are sending you a signal that would draw you out, so you can get an opportunity to follow them back. It is very clever. They use hash tags to target accounts. Still, they use the same strategies as mass followers and DM spammers. They send irrelevant crap.
If you want to get maximum return on investment on your Twitter advertising campaigns, make sure you do not behave like any of the three common Twitter spammer types outlined above.