April 8th, 2010 by Susie

The potential for a social media marketing (SMM) campaign is near limitless, and with the great diversity of social media pages online it is even possible to run a campaign that is perfectly tailored to your brand or specific interest. However, if you want your brand to reach maximum coverage, there are only a handful of social media pages that can really offer a ubiquitous presence, such as Facebook or Myspace. Therefore, an SMM campaign needs to decide whether to focus on a specialist social media service, which could potentially grant it access to its most valuable consumers (i.e. those who are likely to invest in there brand,) or to wage a broad campaign on the most ubiquitous services which could, if used correctly, garner untold numbers of backlinking for your homepage – but is it possible to have your SMM (and SEO) cake and eat it?

Well there is a social media outlet that gives you un-paralled contact with your audience, and most valued followers, as well as a presence on one of the most ubiquitous social media pages around – Twitter!

If you want your brand to really exhibit a personality, but don’t want to limit your potential outreach to a few specialist forums, then Twitter’s unique functionality, combined with its relative ubiquity, affords the SMO practitioner with a unique oppourtunity – but how exactly to you maximize your Twitter persona?

Most importantly, your SMM Twitter campaign will require a lot of commitment on your part, much more than for a “static” presence on a page like Facebook and therefore, if you’re not prepared to be a committed Twitter poster, it is possibly not the social media avenue that you should be going down and won’t have any search engine optimization benefit.

The reason for Twitter’s success as a social media outlet is exactly what makes it such a challenge for SMM, i.e. in order to be a successful you will need to update your Twitter feed on a regular basis – just like a regular user! – for a business with a wide variety of other commitments updating a Twitter feed can seem like an unreasonable chore, however, creating relevant and engaging updates needn’t be as difficult as it may first appear:

It is likely that in your SEO activities you will have created a wide range of unique content to be used on your webpage, perhaps in the form of a blog; converting this information for use in tweets should be pretty simple, and will provide you with a wide variety of relevant topics that your followers will be more than happy to engage in!

Of course, the nature of Twitter means that your page viewers will already be “followers” of your brand or product, and it is likely that they will be happy to digest information regarding your brand or specific industry, and therefore you could include information regarding product development or discounts.

If updating your account continuously leaves you with a dearth of things to say, then you could look to external sources, such as news articles, which will give you access to timely and relevant information that you can post as tweets.

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