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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Email: martinperlin@yahoo.com



Cutting Down Twitter Noise

Twitter has evolved into a prime marketing tool. It has outgrown its initial concept as a micro-blog or micro-diary, and turned into a relevant and powerful promotional platform. However, the question to ask yourself is: are you promoting with Twitter or broadcasting Twitter Noise?

In order to look at what constitutes Twitter noise, we must first define general strategy and goals for leveraging Twitter as a marketing device. Above all, your website should be at the center of your ecosystem, with Twitter branch for promoting it. The website may be a full site, or just the blog. The Tweets on Twitter are a good way of keeping the world aware of what's the latest with your organization.

Of course engagement with Twitter is progressive. When you first enter the Twitter venue, you have no followers (and unless you are Oprah or Ashton), you will have to work for your followers. That means LESS ABOUT and MORE ABOUT THEM.

You have to follow others
You have to get noticed by others so they will follow YOU.
That means, the first stage of the Twitter process is Retweeting a lot of other information from other Twitter streams.

Retweeting with Less Noise
Your Retweets need to part of an overall Twitter strategy meaning the information has to reflect the niche that you want your stream to focus on, and the sources of information should be accounts that you want to notice you. Retweeting magazines and other news sources will mean you will be broadcasting their information, adding to your channel with (hopefully) relevant information, but not getting acknowledged in the source channel. Acknowledgement can be by a thanks or even retweeting something from your channel. This approach needs to remain focused, and the same information should only be repeated for time zone purposes or relevance.

Twitter Broadcasting
When you have reached a target amount for followers, reasonably around 500, you should change your approach to make sure you are broadcasting more. This means focusing MORE ON YOU and LESS ON THEM. You want to maintain your connections, so retweeting should be maintained, but now your information should come to the forefront. This will make it easier for your followers to be aware that you are more than just a conduit, you are an original channel of content.

Content Development
With a solid Twitter base, you need to focus more an your content development - blog posts, news, updates etc. This requires planning out your strategy and what you can expect to produce on a regular basis.

Twitter Channel
With a greater variety and depth of content, you can program your Twitter to tweet the content like news feeds. Regular repetitions are well spaced intervals will accommodate followers in different  zones. Your channel will be more powerful and attractive with new ideas, and insights. This will serve your ultimate goal of pulling greater numbers through Twitter into your website.

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