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June 1, 2011
The Benefits of Microblogging
Although blogging continues to be one of the most effective marketing strategies that can be employed, it is critical to note that a shift is taking place. Instead of content writers focusing most of their time on formatting and crafting traditional, lengthy blog posts, they are supplementing that content with microblog posts. These posts can be made from anywhere in the world and are much shorter in length, typically under 200 characters.
Continue to use your blog as a marketing tactic, but offer up these condensed snippets in microblog format and you’ll be capturing market share from your competition, because most are still not using microblogging.
Some of your target readers would prefer to read a 1,000-word article. Others just want the one or two key points in that article. With microblogging, you’re capturing both kinds of audiences—and potential customers.
The great thing about microblogging is that it can be done from anywhere in the world. Simply send in a text message and your post is instantly live. This beats spending three hours trying to format the post in WordPress or Blogger on your tiny BlackBerry screen! Yes, you can blog from your phone as well, but it’s much easier to send in a 200-character message versus a 500-word post. This allows you to capture your thoughts in the moment wherever you are!
Mass syndication has also greatly contributed to the rise of microblogging. Mass syndication means having your content go to multiple places with the push of one button.
Many of the top social-networking Web sites allow you to update your status or input some key information that alerts your network of the update. These updates are always limited in character length. A blog article would be too lengthy. A 200-character post fits just perfectly. Essentially, what this allows is making one microblog post to then update 20 social-networking applications instantly!

Excerpted from MARKETING IN THE MOMENT: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First by Michael Tasner. Copyright 2011. Reprinted by permission of Pearson Education, Inc. publishing as FT Press. All rights reserved. 

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Michael Tasner is an avid entrepreneur, author, speaker, investor, and charity proponent who specializes in helping people achieve their dreams in life and goals in business. He founded Taz Solutions, Inc, in 2000, and has built it to a leading web marketing firm with 80+ employees involved in all areas of online/Internet strategy, marketing and design. He is author of several books, a certified Guerilla Marketing Coach, and key advisor to several Internet businesses.
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