Posts Tagged 'Twitter'

How to use Twitter for marketing and PR

twitterIn the absence of any great social networking or Web 3.0 developments since Facebook, Twitter has appeared and become the Next Big Thing even though (go on, admit it), you Don’t Really Get It. I don’t blame you for thinking this, because in the virtual world, something has to be the daddy, even if it doesn’t deserve it.
If, like me, you read blogs by advertising mavens, marketing gurus and the gods of PR, you will know that Twitter is a much-discussed topic. After much argument, the opinions of the hundreds of conversation igniters have been dissected, examined and finally distilled into what can be safely considered the consensus view. So here it is, the definitive answer to the question: “How do I use Twitter for marketing and PR?

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Memo to old farts: stop trying to be trendy

That headline advice comes from Yours Truly, a 40-something Dad who likes to embarrass his kids by speaking gangster and flicking the signs innit (in my humble opinion, the most effective means of parental discipline for kids whose #1 fear is embarrassment). It’s aimed at those companies that think it’s clever to jump on the social media bandwagon without a real idea of its benefits or pitfalls.

It was clear at the recent Social Media Influence conference that there are no big new ideas this year. Twitter is heralded as a Big Thing purely on the merit of absence. I do mine Twitter occasionally – it’s a mildly interesting tool for gauging the current mood only if you take the trouble of understanding the context first (i.e. doing your research).

The above screen snap from a b3ta user demonstrates how a brand can fall flat on its arse by a poorly considered use of social media. In this case, reporting on the Budget, some twit at the Daily Telegraph (traditional demographic: retired colonels and silver haired ladies who garden in green wellies) had the bright idea of embedding unmoderated Tweets about the subject.

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Self-important bit

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I’m Victor Houghton, a, er... something or other in one of the UK’s largest advertising agencies. My job title has a comma in it, which is embarrassing. I’m the chief finder-things-outer with a splash of trends who is lucky to work with all the major functions of the agency, even though I am most closely associated with strategic planning. Everything in this blog has most probably been stolen from other, infinitely more talented people, although the opinions are most definitely my own and not those of the agency.

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