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As Evolven’s marketing director since 2010, I directed all phases of both the creative and technical elements of marketing initiatives including event planning and organization, brand creation, print/Web collateral development, channel partner cultivation, lead generation, as well as running webinars.

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Phone: 054-921-3547 Email: martinperlin@yahoo.com

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11.29.2009

Getting Serious about Twitter

 

So your CEO told you that he wants to 'see the company on Twitter.' What's the next step? What to do? How can this fit into the overwhelming marketing schedule?

To the uninitiated, Twitter sounds like a black hole of marketing bandwidth, sucking up every last drop of time, and forcing you into doing tons of overtime on a global salary. The next steps might look like
- signing up for Twitter and getting the closest username to your company name
- Tweeting a bit for a couple of days, until it feels useless

Then the effort is abandoned, until the CEO comes back with folded arms, asking 'Well, are we on Twitter?'

At this point, this can mean trying to connive a fellow marketer to step into the saddle and start moving your Twitter. An effort equally lost after just a few days.

Twitter does not have to be as much of a time drain as feared if executed properly.

The main elements that are required for moving forward with Twitter are 1) focus and 2) commitment.

Focus
Taking strides to 'get onto Twitter' and make progress means being focused. This means being focused about the goals (acquiring a targetted follower base), staying on course for tweeting about your niche, and maintaining regular exposure in the Twitter stream.

One of the hardest concepts in 'staying focused' is idea of getting started in Twitter mainly by retweeting other people's information - primarily not even about your company or product. How does that work?

When you start in Twitter everything is set to zero, so the main focus initially is building the follower base. By simply tweeting continuously, you are 'Tweeting to an empty house.' No followers. No one hears your tweets.

They say you need to be marketing other people nine times more then you're marketing yourself. Still by being focused on the subjects that are Retweeted, that these topics remain 'in the same ecosystem' as your company, then you are attracting the right kind of people that will also be interested in Tweets about company and product. This is the path of building trust and credibility, and ultimately - a following.

Commitment
If I had a dollar for everyone that started Twitter and quit within a week, well....
The partner to focus is commitment. This doesn't mean abandoning all other marketing projects and sitting at Twitter all day. You can limit your main Twitter time to one morning a week. At this time, when using a Twitter client like HootSuite, you can schedule a set of repeating Tweets for mornings and evenings. YOu can collect relevant Tweets about your subject using tools like SocialOOmph that will pipe you emails about Tweets using designated keywords.

Results
Success and results on Twitter don't come overnight and not even in a week. However, if you persevere and stay on target your Twitter reputation will grow, and within a few months you will start to see the results that the CEO asked about.

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