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What's in a Tweet? Money.
By: Elaine Reed
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Since the launch of Google+, it seems like it and Facebook have been the primary focus of many business marketing articles. I can appreciate why, especially since there have been so many comparisons between the two and speculation that Google+ could be a Facebook killer. But I’ve noticed a thread that seems to run through all of these stories.

Whenever a marketing expert is quoted in or contributes to these articles, you rarely see links to their Google+ or Facebook pages. But you almost always see their Twitter handles.

Have articles about Twitter slowed down because everyone has it figured out? Has it become so ingrained in the culture that it’s old hat? Or is it the opposite — do people think it’s a passing fad and have moved on? No matter the reason, it’s still important to keep Twitter in your sights, especially if your business can benefit from the real-time nature of the medium.

For example: last year during the Super Bowl @AmazonMP3 tweeted links to the single or album of every song in every commercial and tweeted a link to a landing page for all of their albums by The Who during halftime. This was a brilliant use of Twitter. People were tweeting their reactions to the game and the commercials and seeing Amazon’s music tweets in between.

Clothing and jewelry designers can do something similar during Awards season. (Cough @etsy Cough) Every year millions of people watch the red carpet arrivals and ooh and ahh over the dresses and jewelry. A jewelry or clothing designer could very easily jump on what the hot color is or what style of jewelry they’re seeing a lot of and post a link to similar products in their stores.

It’s true that Twitter doesn’t drive as much traffic to web stores as Facebook does. And for that reason, a lot of people think they don’t have to spend a lot of time and energy on Twitter. However, a buyer who finds an e-store through Twitter spends three times more on purchases than people who came from Facebook. And a well-developed Twitter strategy can net you both quality and quantity of sales.

Dell (@DellOutlet) built a Twitter strategy that was so successful that in December 2008 they announced that they had earned their first million in refurbished computers and parts sales. They have since topped seven million dollars in sales directly attributed to Twitter. Take a minute to let that sink in. In less than five years, Dell has brought in more than seven million dollars unloading used technology through Twitter.

If you aren’t using Twitter yet, go set up an account now. Follow the retailers you frequent most and those that you know are successful, as well as some thought leaders that you respect. Study how they use the medium. Before you know it you’ll be integrating Twitter into your Facebook and Google+ strategies and seeing all kinds of new growth.


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About the Author
Elaine Reed is a marketing professional with heavy emphasis on e-commerce and Internet marketing. She blogs regularly on her website and tweets often.
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