Posts Tagged ‘marketing theory


Twitter marketing… Who can and who can’t criticise it.

Every man and his dog has written a blog post about why Twitter is / isn’t the future of marketing. What works / doesn’t work. Why / why not to use it. Meh… I am, on the whole, over it (with two notable exceptions. The first is an excellent, excellent Twitter-related post on Chris Brogan’s blog on how to use it to track conversations about whatever topic you choose – it’s well worth a look. The second exception is an interesting stat read on the AusDev blog about attendees for Australia’s Tech.Ed event this year – the crowd are tech savvy digital natives, but only 6% are using Twitter… it’s still not that widely used by Joe Public, but let’s not go down that rathole right now).

I thought instead I’d throw a different spin on things and talk about whose opinions on the topic we should actually put value in, since everyone seems to have an opinion and there are some ‘interesting’ theories out there (the post is actually inspired by an article I came across via a friend – there are many other articles out there though that I feel somewhat miss the point of twitter). I’ve kept the lists short because I’m interested to see different / additional views to mine (or if anyone will actually leave comments at all 😀 )- please leave comments below.


  1. You get to criticise twitter if you’ve been using it for at least a month. Twitter is a “don’t knock it until you try it” kinda service. It’s definitely not like Facebook status updates. It’s definitely very different to having a corporate blog, which I’ve also seen suggested.
  2. You get to criticise twitter if you check semi-regularly on the status updates of your friends / customers / idols / future stalking victims
  3. You get to criticise Twitter if you ACTUALLY participate. When I say participate, I mean that you do more than just post. Broadcasting what you are doing is only part of twitter. Following what others are doing is another part of twitter, but still only a small part. To truly know the benefits and downfalls of twitter as a social media or as a marketing tool, you need to be doing both, aswell as responding to other people’s tweets. It’s a near-realtime conversation medium, not a broadcast medium.


  1. You don’t get to criticise Twitter if you think it is a type of broadcast media
  2. You don’t get to criticise Twitter if who have never tried it.
  3. You don’t get to criticise Twitter if you think you can achieve the same results with a corporate blog (I could point to some really poorly informed marketing blog posts at this point but won’t cos I’m not feeling terribly bitchy today). If you think this, see “Who Can’t” point #2
  4. You don’t get to criticise Twitter if you have less than 5 followers (I’m willing to renegotiate this one because you might be using it to stay in touch with close friends only in which case 5 followers is perfectly legitimate. However, with this being a marketing blog discussing marketing issues, you’re hardly likely to achieve your business objectives with Twitter if you’re reaching only 5 people)
  5. You don’t get to criticise Twitter if you’re in an industry where using Twitter is not appropriate. For example, there’s probably not likely to be many illiterate people using twitter, so why would, say, an adult reading school use it to market their wares?

Any more suggestions? Please comment below.


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