Has anyone else noticed a fall in engagement on social media. It’s becoming harder and harder to attract attention in a crowded market that many experts are saying has peaked. My own view is that users are becoming more sophisticated and are gravitating towards experts and influencers who have worked out how to make their feed successful. To combat this we need to look at specific successful case studies.
Engaging with the Twittersphere
For small companies such as Vape-It, who provide liquid and innokin kits as alternatives to smoking, one of the benefits of using Twitter is that it allows them to engage directly with similar organisations and to get Tweet Journalism coverage. For instance, @VapingPress is a Twitter based journal that brings together the trending news, topics, and information concerning vaping. Small companies can improve their image by retweeting from journals, and can learn about their markets by following them. Following a journal like @VapingPress means being intimately connected with other vaping organisations, knowing what they are up to, keeping up-to-date with marketing ideas, and understanding the target audience. As with other social media platforms such as Facebook, using Twitter for marketing is a good example of how the marketing process has become increasingly socially interactive in recent years. Companies no longer tell the audience what the audience would like. Instead, companies engage with an audience on multiple levels in order to listen and learn about what the audience desires.
Sites such as @LiquidVapeUk show how small companies can turn the Twittersphere to their advantage by engaging with it. They follow nearly 2000 sites, and in turn have almost 1000 followers, the most of any vape site in the UK. @Vapeituk in contrast only follow 30, and have just 79 followers.
Using it Wisely
One of the secrets to marketing success on Twitter is celebrity endorsement. Celebrities tend to have millions of followers, who receive every single Tweet that they post. UNICEF India used the celebrity angle with their successful marketing campaign. The UNICEF site would give public thanks to anyone who used the hashtag #Awaazado (Hindi for “speak Up”), and this meant that celebrities raised their own profiles by endorsing the work of UNICEF India, whilst the NGOs message was widely spread around the internet.
Twitter can often seem a bit random. Some people will say that this is why it is so engaging. However, business tends to be measured by results and these are two examples of organisations using Twitter in a very specific and considered way.