According to Forrester:
Most marketers still don’t understand Twitter — neither the tricky challenges or its unique possibilities.
It isn’t just marketers.
Even though Twitter has been around for five years now, most everyday people still don’t get Twitter, especially when all their friends are on Facebook, and they are not on Twitter. They feel a little disoriented and confused with all these messages from unknown people.
With that said, that is where the problem lies.
When marketers know that Twitter is an extraordinarily efficient medium for spreading messages, they are already primed to want do exactly that. As marketers, if all you do is join Twitter to bombard people with content without showing your hand first, you’ll be ignored. Why? Because people won’t trust you.
It’s that simple.
Think about it. Put yourself in your customers shoes, would you trust your brand? Answer honestly.
Now if you want people to listen to you, the first thing you need to do is help them with something they need to do. Everyone gets extra points for helping out in the offline world, the same holds true in the digital world.
Why is gaining people’s trust important? Beyond the obvious reasons, because we remember those who helped us. Whether it’s information, an email, a link, a photo and audio/video message; we remember information from trusted sources.
Evidence points to information from trusted sources getting a better hold on our brains than the noise from everything else.
Creating content, participating in chats, adding value to conversations are all means to being helpful. To gaining trust.
That’s the first step.
Marketers need to understand that their job description has changed. They are now relationship builders.
- Twitter: Is Anybody Doing It “Right”? (blogs.forrester.com)
- Twitter: Marketers Still Struggling To Understand Social Channel (mediapost.com)
- Tweets by mail? This guy replicated Twitter via the postal system (thenextweb.com)