There’s no denying the fact that Twitter holds staggering sway over digital marketers and society at large. Mention ‘social media’ to anyone and Twitter is likely to be an automatic response. Whilst such a successful social media channel is a fantastic advocate for Web 3.0, digital marketers working in this channel need to remember that social media extends far beyond updating tweets of 140 characters.
Facebook may well have been the first social network to genuinely permeate society; however it’s Twitter that has gone that step further and integrated itself into our everyday lives, validating its position as the ‘poster boy’ of social media. But that’s exactly the point; just because Twitter is the David Beckham of the social media world doesn’t mean that there aren’t other players on that scene.
Take LinkedIn for example. The social network for professionals now has over 50 million members in over 200 countries and territories around the world. Executives from all Fortune 500 companies are LinkedIn members, which serves as a glowing reference for the power, and importance, social media now holds over all levels of society.
Whereas Twitter has become as valid a communications platform as email, playing host to conversations, breaking news and interesting links, LinkedIn allows users to develop much deeper relationships through its array of forums, groups and networks. Twitter may be getting all the press, but social media has an array of uses and consumers are using different channels for different purposes – and this is something digital marketers should not forget.
Pretty much every brand, company and organisation is now eager to ‘do’ social media. For the uneducated, this involves leaping on the Twitter bandwagon without due consideration, which results in a pointless offering that adds no real value to your customers. Whereas Twitter can greatly enhance your digital brand offering, this is only the case when it’s managed properly.
What the majority of companies need to remember is that social media extends far beyond Twitter. Careful thought and planning needs to be behind every digital marketing strategy – social media is no different. Get your brand on social media by all means, but consider the array of options available to you – your social media strategy cannot survive on Twitter alone.