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What Can Micro-blogging do for Marketing?

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Micro-blogging is a growing phenomenon and may be one of the waves of the future when it comes to reaching out and connecting with plugged-in website subscribers, members and users. Because of the ability to send short, highly targeted messages to users via their cell phones, IM clients or desktops, micro-blogging may be the next best way to deliver content quickly.

According to Wikipedia,

Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, MP3 or the web.

The most popular of the micro-blogging platforms is Twitter - the social networking service that allows users to send brief messages (140 characters maximum) to their network of "friends." When you use Twitter, you have the ability to let your network in on what you're doing at any given time, and follow what your friends are doing as well. Twitter has gained a large and loyal following of people who constantly answer Twitter's defining question, "What are you doing?"

Pownce is another micro-blogging platform, but this one allows people to send messages, links, files and event invitations to their network of friends. Pownce has developed a range of tools and applications that allow you to send and receive messages on your cell phone, IM client, and even as notes sent straight to your desktop.

Other micro-blogging platforms include Jaiku, Dodgeball and Loopnote.

Micro-blogging's potential as a marketing tool comes from the potential to sign users up for niche-content updates, and send links (to white papers, case studies, podcasts) using a micro-blogging platform. Instead of relying on a general topic eNewsletter when sending out a white paper, you can send a micro-blog message to a self-selected group of highly targeted users. The New York Times, the BBC and Al Jazeera are already using micro-blogging to send headlines and links to stories.

While setting up micro-blog updates for your content may not be at the top of your priority list right now, it's important to start considering where technology is taking online marketing. We already know that 64% of IT decision makers are reading your eNewsletters on their mobile devices. Of these people, how many are already using micro-blogs, and would they be interested in skipping eNewsletters altogether and moving on to white papers delivered via micro-blogs?

For more information about Micro-blogging, check out Mark Glaser's MediaShift post Your Guide to Micro-Blogging and Twitter, Melissa Chang's 16th Letter post, What is Twitter, or this highly informative article, Why We Twitter: Understanding Microblogging Usage and Communities.

Comments

Very cool insights on micro-blogging. A tech company I worked with found this technique very successful for distributing white papers for the past five years.

We called the brief, 200 character emails, "e-blasts" and they had a success rate (determined by white paper downloads)more than double of our e-newsletter white paper offers.

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