As any good radio account executive or business owner knows, the frequency is necessary with radio. I’d argue frequency is critical for Twitter marketing strategy as well.
With radio being the active medium that it is, users are usually active at what they are doing while listening. They are getting ready in the morning, driving, playing on their computer, all things that distract them and have a bit more of their attention…. I certainly hope so with the driving part.
Depending on how many people you are following on Twitter, you can easily be receiving 30 tweets per minute, so just like in traditional advertising there is a lot of clutter to cut through on Twitter.
Twitter Marketing Strategy Tip – Look for the Retweets
The big advantage that Twitter has is the re-tweet. If your message is compelling and informational, it will be re-tweeted. This means that not only to your followers but also to the followers of those individuals who re-tweeted you see the content.
That would be like creating an excellent radio spot. Then having a listener send it to another station. Then having that spot aired to a whole new audience that you didn’t target. This is especially important if you didn’t have it in the budget to buy that station. Radio is a great avenue to promote special events, concerts, activities going on in the community. Twitter falls into that same category.
Because Twitter is used more by people with smartphones, you are hitting active on the go people, and reaching them when they are out and about just as you are with radio. Foursquare, which we’ll delve more into on another blog, is all about being on the go and where you’re at. As I did just a little project with my Facebook friends and those, I follow on Twitter. I found that only 2.7% of my Facebook friends have registered with Foursquare. 19.3% of Twitter registered users are also on Foursquare. This again goes to show how the tweeters are out and about and active.
For our social media clients, we find it best to think Twitter in the same way that we think of radio.