There are too many unicorns, bean stalks and Hobbits to count when it comes to social media, especially Twitter. Many from the species Expertum Social Medium help fan the mythical flames which leads to missteps, poor planning, bad tracking and ultimately, poor results. If any company or brand is active in social media without a content marketing strategy leading the charge they are doomed to waste a lot of time and resources. The only exception to this is if the social media deployment is for customer service only. Otherwise, without consistently deployed content (which resides on the company or brand’s website or blog) to distribute on Twitter conversions, leads and customers will be slight.
The marketing takeaway from the above is simple – you cannot have an optimized social media campaign, to include Twitter, without a consistent content marketing strategy. Simpler yet, if it don't make dollars it don't make sense. Without content marketing and opt-in offers on your website your social media rewards will be slim.
Sure, you can do the occasional contest, sweepstakes or giveaway, but they grow gimmicky fast. So before you listen to Expertum Social Medium, consider the above, and for your own health, please don’t stare at their sweater for too long. For more help with Twitter download our Twitter Marketing Cheat Sheet.