I've heard many people call Twitter "the news of the future." While I'm a true lover of journalism and this phrase makes me cringe a bit, there is something to be said about the information you can find on Twitter. While I almost always use Twitter as a social media marketing platform for my clients to help promote their brand and products, I also use it as a tool to find information relevant to my clients' overall marketing strategy.
On top of using Twitter best practices to promote my client's brand and company, I use the platform to:
- Find articles for clients to "retweet" about as well as share on other social outlets such as Facebook and Google+.
- I use Hootsuite Streams to create streams of keywords of information relevant to the client's industry. See below:
- I also use it to research a variety of niche publications that may be interested in featuring True in their publication.
Example: For my client, True Emporium, I use Twitter to follow people in the design, sustainable furnishings and San Francisco communities. A while back, as we were drafting our first press release about the latest in a box product, I used Twitter to research potential design publications to reach out to.
After finding relevant publication's Twitter feeds, I did some further research and found the publication's websites and the correct contact person to send our press release to.
The result? A write up about True's latest product at the time was published in Refinery 29, an online design publication.
To find new and relevant accounts in line with your product or service I greatly utilize the "Who to follow" and the "Browse categories" options listed under the # Discover tool:
Using these tools in conjuncture with Hootsuite streams I have found multiple relevant and informative sources on Twitter.
The key is to remember to be utilizing these tools as frequently as possible so that you are always finding fresh and relevant new information. Twitter can be a great tool. Don't use it just to promote your product or service.
I think that's the greater lesson to learn here. Social media marketing isn't just about posting things on Twitter or Facebook or Pinterest. Rather it's an ever-evolving, connected marketing machine. Don't just post content to post content. Post your content, yes, but look around. Constantly be researching what other brands are doing. Actually follow people relevant to your industry and take time every day to read some of their tweets, posts, etc.
You never know when you can be inspired!