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Do you tweet? Is it worth it?

August 31, 2012

Read this great article from Driving Sales recently:

“The Romney Campaign Believes In Twitter. But Do You?”

A portion of the article appears below, and it makes some good points. Twitter can be an extremely powerful marketing tool. The audience is broad and varied, and if you have the funds (as Romney does) to buy promoted tweets, your reach can be enormous. On the other hand, it can be difficult to turn viewers into buyers. Plus, social media is risky.

So what’s a dealership to do: tweet or not tweet? What does your dealership do?

Excerpt below – click the title to read the full article on!

The Romney Campaign Believes in Twitter. But Do You?

No one will ever buy a car off Twitter. And no one, it’s assumed, would vote for a presidential candidate based on the contents of a tweet or the value of a promoted trend. So outside of being a breeding ground for dissatisfied customers and people who crave attention, what the heck is Twitter good for?

According to the Romney campaign, quite a bit. Enough, at least, to invest as much as $120,000 in a promoted trend on the day Romney speaks at the Republican National Convention (RNC). By doing so they will ensure that the Twittersphere is afire with chatter about his candidacy. Indeed, as reported by ClickZ, the #BelieveinAmerica Promoted Trend that posted Thursday morning (followed later by #RomneyRyan2012) has thus far created quite a stir.

$120,000 Twitter’s Worth
Here’s how it works: You pay Twitter around $120,000, and, for a day, your hashtag appears at the top of the Trends box on the left side of the page. You then ship off a few promoted tweets to the good people at Twitter, who promote them to the top of the stream as illustrated below. It makes no sense to purchase a trend without the support of tweets with which to sell your message. You can also buy Targeted Tweets, which allow you to send specific tweets to a subset of your followers, defined by location,  devices and platforms.

Twitter on
It’s a simple recipe: take an event — say you’re speaking at the RNC. Add $120,000 or more, mix with a message that appeals to the broadest possible audience and serve up warm. You’re sure to get loads of positive and negative chatter, and lots of comments that have nothing at all to do with your brand, product or message. In fact, if you were to call Twitter the “Super Bowl” platform for social media, you might be right. The platform is uniquely designed to raise awareness and spread the word about an event, news, or other timely “in the moment” flashpoints. Consider, for example, the launch of the 2012 Beetle: The purchase of a Promoted Trend on Twitter the day of the vehicle’s launch resulted in Super Bowl levels of awareness. According to Twitter, there were close to 30,000 mentions of VW on the day of the reveal; the car and the brand had a reach of over 40 million impressions. At the time, it was one of the most successful branded tweets in Twitter history.


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