I've written before about the importance of having social media goals if you're trying to use Twitter as a marketing tool for your small business.
Now a pair of posts on Social Media Today remind me how important it is to be sure your marketing strategies match your goals.
Writing about how to Find your Company's Twitter Voice for Business, Vanessa DiMauro describes three "effective Twitter voices" - the Product-Centric Voice, the Voice of the CEO and the Customer Care Online Voice.
Each of these twitter voices presents a different persona to the reader and each is more suitable for different goals. The Voice of the CEO, for instance, "allows the company to grow closer to its customers through the blending of information styles and by creating opportunities for customer intimacy and (the perception of) relationship building". In terms of Charlene Li's 5 Specific Business Goals for Social Media, it would be most suitable for a business that wanted to energize customers to spread the word about their company.
Meanwhile, Jason Falls writes about Four Styles Of Marketing On Twitter; the Conversationalist, the Conversational Marketer, the Salesman and the Broadcaster, and explains how each of these relates to particular Twitter marketing strategies. Salesmen, for instance, are companies or people that focus on selling first, although they "do engage, provide interesting links and other nuggets of value in their approaches."
Reading and weaving together all three of these posts can really help you craft a Twitter marketing strategy. For example, if your Twitter marketing goal is to support people, it seems to me that you would want to use a CEO or Customer Care Online Voice in a Conversationalist style.
Or am I making too much of this? Do you see the ideas of Twitter voice and style as being useful to your Twitter marketing efforts?
More on Using Social Media for Business
- How to Make Social Media Useful
- How to Promote Your Business on Twitter
- How to Twitter: A Get Started Guide
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