[ Harvard Business Review ] Is Twitter for Serious Marketers?

September 21st, 2009

Tom Davenport writes that twitter is a fad. He got some nice responses on his comments.
Good blog post to read.

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A few months ago I was speaking at a marketing conference, and after I spoke on marketing analytics, there was a panel on social media. Larry Weber, who started and then sold a very successful PR firm (and who is on Babson’s Board of Trustees), was asked whether there was a role for analytics in social media.

“Frankly, I’m tired of analytics,” he said. “I got into social media in part to get away from analytics.” Well, honesty is good, but I didn’t see then — and don’t now — how you can do serious marketing through any medium without metrics and analysis. Twitter and other social media may be fun, but are they really serious marketing tools?

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[ Advertising Age ] Twitter 101: JetBlue and Pepsi Show You How it’s Done

September 21st, 2009

Can Beginners Guide Get More Brands On Board?

Let’s face it — the value of Twitter is not easy for newbies to grasp. About 60% of folks who go to Twitter.com don’t return the following month, according to an April Nielsen report, and the Twitterspehere is home to more than a few corpses of brands that jumped on the service only to abandon it a few months later.

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[ Chief Marketer ] Twitter Patter: Does Marketing with Twitter Matter?

September 21st, 2009

Good Article from Chief Marketer on why Twitter matters and the good and bad of Twitter.

What is Twitter? Is it an effective marketing tool? How do you measure its ROI? All of these are questions worth addressing.
Basically, Twitter is a next generation instant messaging tool. But how does it add value from a marketing perspective, instead of just a personal communications standpoint? The answer lies in attracting enough of the right followers and creating dialogue among the group you develop.

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