Famous People on Twitter are changing the way Marketing on Twitter works. Twitter is one of the newest social media networks around, so there are few established rules or standards as far as marketing in general, and some social media purists argue that marketing has not place on Twitter at all. From the looks of it, marketing on Twitter isn’t going anywhere- and neither are famous people on Twitter.
Famous people on Twitter seem to have the same magical influence over their Follower base that they have over every other kind of media- public fascination. Ashton Kutcher’s @aplusk profile is the ideal example of this. After his much publicized race with CNN to 1 million Followers he then skyrocketed to over 2 million just 6 weeks later. 6 weeks! Celebrities use Twitter however they want to- just the other day @aplusk tweeted (to his 2 million + Followers) that his friend was writing a book and could really use some feedback on the first chapter. I don’t know the numbers, but if even ½ of 1% of those Followers clicked through to the book, that’s 1000 people looking at a book they probably wouldn’t have otherwise heard of.
Social media does beg a different marketing approach, and the presence of famous people on Twitter has both profound and under-the-radar effects on Twitter marketing. The presence of famous people on Twitter and how they use the micro-blogging service exerts an influence over the etiquette, the approach and the metrics of Twitter Marketing.
Here’s how Famous People on Twitter Influece Twitter Marketing:
1. Tone- Famous People on Twitter utilize the personal tone that is the calling card of Twitter. On any other media platform, their relationship with the general public is carefully scripted. Twitter’s essence is real-time, personal connection, and that changes how famous people on Twitter interact with their Followers, leading to an expected tone with marketers. Marketing messages on any media are traditionally scripted as well, refined to get attention and evoke a call to action These kinds of messages on Twitter are not as effective. Top-down entertainment doesn’t work, and neither does top-down marketing. If famous Twitterers can teach us anything about tone it’s that there is power in the personal.
2. Personality and Trust- Famous People on Twitter have large numbers of “Followers” just because they are already famous. That’s just how it is- they are celebrities. As I have said, Twitter is based on personal interaction- old marketing techniques and a lot of newer online marketing is premised on delivering a message TO people. While there have always been spokespeople or brand representatives, never before has there been such an emphasis on personal reputation and trust- what Chris Brogan called “Trust Agents.” Marketers on Twitter represent themselves and a group of products rather than the product in a group of people. Personal branding people and bloggers utilize strong personal branding abilities to grow their own Follower base- they themselves become famous people on Twitter by using Twitter effectively.
3. Conversation- People on Twitter expect conversations and respond to them positively- even @aplusk or @THE_REAL_SHAQ are talking to people they probably haven’t met in person. Most messages in traditional marketing have been one-way and top-down. Again, just as famous people on Twitter interacting with people who aren’t famous and breaks the content delivery mode of traditional entertainment, so is the normalizing of conversation on Twitter challenging marketers to change the traditional content delivery mode of marketing.
My own blog competition has seen a lot of traffic from even semi famous people on twitter tweeting about it to try and get votes. And as Twitter continues to grow, the influence of what one trusted person has to say will only grow.
The personal nature of Twitter is changing how we view our relationships with famous people on Twitter, and that changes the way people expect marketers to act and interact on Twitter.
Guest post: Murray Newlands works in affiliate marketing and affiliate management. You can find out more about him at www.MurrayNewlands.com.