I'm one of those dyed-in-the-wool B2B marketers who's response to new marketing trends is "Ok, sounds interesting, but show me it works in B2B and then I'll consider it."
When I first heard about Twitter a couple years ago, I couldn't fathom why anyone would be interested in things like whether or not I liked the sandwich I had for lunch. When our social media manager at Business.com suggested we really needed to try Twitter, I pulled out the old "show me it works in B2B" speech and thought the issue would go away.
Well, it didn't. Now we're tweeting away through accounts focused on helping Business.com users find actionable solutions to their business challenges - whatworks - and providing the latest B2B online marketing insights, stats and facts - B2BOnlineMktg. We've seen B2B companies doing some interesting things with Twitter, and now we're going to prove where it works, and where it doesn't, for our own business.
If you're planning to try Twitter for your own business, I strongly suggest that you read Jim Sterne's "How to Measure Engagement on Twitter - and Savor the Tweet Smell of Success". Not only is Jim a great speaker and writer on all things web analytics, but he never lets you lose sight of the basics. The article is a quick read and covers the following:
- Define your goals
- Find your target audience on Twitter and engage in the conversation
- Keep an eye on key influence metrics - Twitalizer can help
- Act on new @replies and direct messages
- Make sure what you're saying is valuable to others
Make those tweets count!