By Steve Goldner | @SocialSteve | Sr. Director, Social Marketing
Editor’s note: The following post was originally published in AllTwitter.
It’s easy to forget that Twitter isn’t a one-size-fits-all communications channel. What works for one brand isn’t necessarily the right strategy for another. That observation may seem obvious but tends to get lost amidst the various case studies of success that frequently capture marketers’ attention.
Every brand is distinctive. Its digital and social media marketing strategy needs to be customized in a way that matches its unique marketing needs and customer peculiarities.
I bring this up after reading a post in All Twitter last week by Percolate Brand Strategist Kunur Patel in which she advocates that brands tweet more often in order to acquire “millions of followers.” She uses @WholeFoods and its three-million-plus Twitter followers and multiple humorous and interesting tweets each day as a brand exemplifying that strategy.
Any brand can acquire thousands, if not millions of followers. But unless that effort fits within the ethos of the brand it has little value to its overall marketing strategy.
Tweeting all day for a brand like Whole Foods makes sense but it is not a holistic social media marketing strategy. Most brands do not benefit from tweeting that often. (more…)