Kyle Lacy, Principal of MindFrame and author of the book, “Twitter Marketing for Dummies”and Terametric webinar panelist on “How to Measure and Maximize Twitter marketing ROI,”shared the ratio for effective balance of Twitter conversation, marketing, and sharing for social media. These were: Share your content, share partner content and share industry content evenly. We also adopted these three rules into another simple model that you can explain to your boss and that should make any Twitter campaign successful.

1: Promote
This is why we campaign on Twitter and why we need to show maximum business return on social media investment dollars. However, if promoting on Twitter sounds like just “broadcast your ad here” you’re in the wrong medium. Promoting content on Twitter means that social media managers should promote content and opportunities on Twitter that are unique, special, and hard to acquire on other channels. Since Twitter is real-time communication, organizations should promote call to actions that incentivize real-time response. Twitter promotions should be treated as hard-to-get, limited, and requiring ongoing monitoring. Old offers and promotions that are available elsewhere decrease the value of a Twitter promotion as a “must-have” or “must-click”.

2: Share
Twitter is an effective way to build authority by sharing highly relevant partner content. Social Media research on how individuals consume data show that news channels are considered the most authoritative of web channels for information. Sharing relevant, fresh, time-sensitive partner content should increase perceived authority and influence. However, sharing for sharing sake is not an effective approach to business marketing on Twitter. Sharing should be relevant to your audience and their biggest information needs. Sharing should also be free of any purchase obligation.

3: Converse
Maintaining ongoing Twitter engagement without self-reflective tweets is not hard if social media marketers engage in relevant conversations. Conversations can be started by discussing relevant industry content is an effective way to stay in touch with industry and the community. If the industry is not talking about your company, are you talking about the industry? Conversations require an exchange of information and talking about the industry is an easy way to launch that exchange.

Conclusion:
Make sure your boss understands that all three are needed for any Twitter campaign to be successful. If these simple rules were easy, everyone would be doing it perfectly. However, it’s hard to maintain an even balance between these three goals. Before you launch your next Twitter campaign, check your Twitter toolbox and identify any tools that make it easy to measure and maximize how best to promote, share, and converse.

Tags: marketing measurement, Social Media Measurement, Social Media Tools, tweets, twitter, Twitter ROI

This entry was posted on Tuesday, December 21st, 2010 at 8:37 AM by Taariq Lewis and is filed under Social Media ROI, Twitter ROI. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.