This post originally appeared as a guest post on the Idea Sprouts Marketing Blog run by Allison Semancik (@IdeaSprouts). Besides being a great inbound marketing resource, Allison is also a Steelers Fan!
In the Wild West known as internet marketing, Twitter frequently hasn’t found a seat at the camp fire. Twitter’s role as part of an inbound marketing strategy has often been misunderstood, ignored, or simply discounted leading some marketers to declare (with apologies to Blazing Saddles), “Twitter? We don’t need no stinking tweets!” While this thinking wasn’t smart before December 2010, after December 2010 it is patently foolish.
Whether your organization is for-profit or non-profit, Twitter needs to be part of your inbound marketing strategy and I’d like to explain how I tweet for my school.
The Date That Will Live In Infamy
December 2010 will live in infamy for inbound marketers thinking about social media. It was during that month that Google reveresed course and now includes “social signals,” including Twitter, to help rank regular search results. The implications for inbound marketers are that Twitter is now a required social media channel and should not be an afterthought.
How I Use Twitter For My School
From the beginning, Twitter, along with our other social media channels, has been a spoke in our inbound marketing hub with our official school website serving in the center. Our goal is to push all traffic to our school website but we also will push traffic between social meda channels. We do this for two reasons:
- We want to make people aware of our other social media channels so we cross-post between them.
- We want to publish information where people are most comfortable participating.
With regard to content we try to publish information that answers the question, “What would our school find interesting?” In answering that question we publish content adhering to the 75/25 rule: 75% of the content is information related to our school and 25% of the content is not related to our school. Below are some examples:
75% – School
- Blog Posts
- School News
- School News from the newspaper
- Media from school (pictures and videos)
- Educational quotes
25% – Non-School
- Educational Articles
- Local News (not related to school)
- Local Community Happenings
I hope you’ll begin using Twitter for your organization but proceed with a word of caution: Twitter, like all social media channels, is not a quick fix. We use Twitter to publish content with the goals of connecting with people, search engine optimization, and to extend our brand. These benefits take time but are worth the effort.
Good luck and let me know if you have any questions by posting them in the comments section below.