Gaining Twitter Followers for Businesses

Twitter page? Check. Content? Check. Followers? *Crickets*

The times have changed and businesses can no longer expect the customer to come looking for them, they have to go looking for the customer.

The ideal follower isn’t a mythical being, they’re out there and it’s our job to find them. In this blog we will explore different strategies of gaining followers and in turn, customers.

Be Social:

As straightforward as it sounds, being social on Twitter can be difficult for some businesses. Sure it’s easy when it’s a personal account and only friends, family, and associates follow you; but what makes it tough for a business? Are they not listening? Do they not know what to say? …I actually believe some businesses are thinking too much when it comes to interacting with their audience. In our everyday lives, being social is nothing but a habit. Why then don’t we take that same approach to social media and simply make it a habit?

Did you know that only 44% of customer questions to a business are answered within 24 hours? In a time where we are informed of events all around world within seconds of them occurring, how then can a customer question go unanswered for a day?

A business must make customer service a priority on social media if they want to keep their customers and stay ahead of the competition. When customers walk into Best Buy and ask about a TV, the associates don’t look at them and say, “Come back tomorrow and I’ll give you an answer”, they answer the question immediately. By making followers their number one priority, businesses can expect to not only maintain their following, but also increase it. Twitter users are apt to share good experiences with their followers, so why not take advantage?

It goes without saying that being social means talking, or in this case, tweeting. I know personally if I follow a user or company and later realize they never tweet, I unfollow them. By not tweeting often enough, brands and businesses are only hurting themselves and missing out on sales opportunities. On the other end, a boatload of tweets everyday obviously won’t make followers like you, it’ll annoy them. Think of it as someone you just can’t stand to hear talk, but they keep talking and there’s nothing you can do to stop listening until you leave (or unfollow them). It works the same on Twitter. There is a happy medium, however, between tweeting too much and not enough. Studies have found that the best amount of tweets per day is from 2-5. The saying rings true, “Quality over Quantity”. Users want to be talked to, conversed with, and build relationships. They don’t want to be talked at, told, or sold. Building relationships is what social media is all about. Sure, you may want to increase sales and gain leads, but remember: Businesses don’t run social media, Customers do.

Generate Quality Content:

Think about it…Content is King. Without quality content, businesses can expect to lose customers and revenue. Before generating quality content, we first have to know why generating quality content is important. By understanding the importance of strong content, we can more effectively communicate with customers and other businesses on social media in order to build real and long-lasting relationships.

So why is content king? Is it because “So and So – Social Media Guru” says so? Is it because it sounds cool? Negative. There are several reasons why content matters so much. One is the simple fact that we are in an information-driven age, and what is in content? ……Information. If a customer isn’t getting any good information out of a company’s content, sooner or later that company will lose that customer and they probably aren’t the only one. Another reason is using content as customer entertainment, or a way to set you apart. Blending into the industry won’t increase followers and in turn, sales. If you don’t have a user’s attention right off the bat, they’ll scroll right on to the next tweet. Finally, content is shareable! The “Retweet” button is a huge asset. If a user retweets a business, on average, 130 other users are subject to seeing the shared content. When content goes viral, so does the business.

Now what exactly does quality content consist of? Almost anything can be turned into quality content, but if we examine content closely, we see that there are usually three characteristics.

1. The Content is Informative

2. The Content is Entertaining

3. The Content is Different

Informative content is typically content that provide insight, a tip, how-tos, current events, and reviews. Users like to see stats and facts. Informative content shows brand expertise (shows the business knows what they’re talking about). Users are much more likely to buy from a brand they trust and can rely on. Not just any content will do either. This content must prove valuable to the audience. If users place no value on the content, it won’t be read or shared. A common mistake made is informing the customer only about the brand. Twitter users especially, don’t want to be bombarded with advertisements and promotional content (users don’t want to be talked at, told, or sold).

Entertaining content is exactly as is sounds: entertaining the user. This could be through a joke, witty comment, or quote. Tell a brand story to make the audience smile or laugh. This could provoke thinking or action, which is what we want.

Different content is often a new take on something, or a different personality that catches people off guard. Users want to see something different. We get tired of the same ol’, same ol’. A change of pace is always nice and with the rapidly changing world of social media, businesses must be ready and equipped to change or evolve often and effectively.

Not only does content have to be informative, entertaining, or different, but it must be attractive and relevant as well. Dress it up! Twitter users love images and videos, so give ‘em what they want. If images are used, make sure they’re high quality and creative. If it’s a video, make sure it connects to the brand. Stay relevant. A follower of Mountain Dew isn’t going to want to see a quote about a new Mustang model.

Have a Standout Profile:

When 37% of online users search for a businesses social media page instead of their website, it’s obvious that the look of that page should stand out immediately. We don’t want to view a business Twitter page and see a background made by the Kindergarten art contest winner. Graphic design is more important now than it has ever been before. Consumers are becoming increasingly desensitized to things that don’t catch their attention immediately. So we need to catch their attention…immediately.

‘Immediately’ is kind of quick I know, but consumers aren’t always going to read through a tweet if it doesn’t grab their attention quickly. I remember when Twitter first took off, everyone thought 140 characters was a social media prison cell, and now it almost seems too long.

• Users tend to respond best to an eye-catching or exciting image.

o A professionally designed profile and avatar grabs the user’s attention.

• Use the same images across all social media platforms.

o This develops brand recognition if that Twitter user sees the image in more than one place.

The Twitter biography also plays a big role in having a standout profile. First off, be brief. It plays like a broken record, but social media users have shortened attention spans, so don’t overdo it. Be original. Don’t let the bio sound like you copy-pasted YouTube’s bio and inserted your own words here and there. As said earlier, users want something different. With originality comes personality. Don’t sound like a robot, sound like you! Be genuine and it will only help. Explain what the business is known for or what tweets are going to be about. If those aren’t you, then just run at it head on. Answer: What we do, why we do it, how to contact us.

My name is Spencer Poulter, Social Media Manager of DreamWalker Inc. If you enjoy reading the truth about social media feel free to subscribe to our blog. I encourage you to express your opinion, and stay tuned for more of my rambles. Check out our website http://www.dwsocialmarketing.com .

Follow me on Twitter: @SpencerPoulter

Follow DreamWalker: @DreamWalkerInc

Facebook: The Unknown and Unconscious Value of a “Like”

Prior to my employment with DreamWalker Social Technology I hadn’t ever given much thought to the value of ‘liking’ a Facebook page.  To be completely honest, I may have only liked around 10 pages up until recent.  My likes included things such as my favorite musicians (Lil’ Wayne & Eminem), favorite Television shows (Nip/Tuck, Tosh.0), favorite movies (Inception, The Butterfly Effect, The Departed) and my favorite sports teams (UK Wildcats, Chicago Cubs, Tennessee Titans).  To me it was nothing more than a click of a button when I first started liking pages.  However, now I realize it is much more than that. 

Take, for instance, my favorite musicians: Eminem and Lil’ Wayne.  While I will make some effort to buy and download other musicians music, I am always sure to purchase any and every song that either of those two artists come out with.  Does that mean I am less likely to buy other musicians music? Maybe not. BUT, it does prove that I am more apt to purchase those artists that I “like” 10-to-1 over any other.So what does that prove? That proves loyalty.  Nowadays, customer loyalty is more important than ever.  While I unconsciously thought nothing of the ‘click of a button,’ I consciously am making more and more purchases on the part of the the musicians/bands that I “like.”

Taking what I learned while in school and adding that with my growing knowledge and experience in marketing I have come to discover that brand awareness and customer loyalty speak volumes in the overall success of any business professional or corporation.  That used to be achievable through radio advertisements, television commercials, yellowbook pages, newspaper ads and billboards.  However, in our ever-changing world, the rapid expansion and growth of technology has made those previous advertising mediums obsolete.  In today’s world any and every professional, corporation, small business, etc. MUST advertise their business online. Everything is becoming web based.  Car dealerships now sell their vehicles online.  Insurance companies now sell policies from their website.  Restaurants now offer online order and delivery.  The list goes on an on.  While people in small cities and rural areas feel that multiple face-to-face meetings, the shake of a hand, and smile on the way out go a long way (and don’t get me wrong, all of those are very important), they don’t quite realize the earning potentials of an online presence quite like those businesses in bigger, more developed cities do.  This directly correlates with earning potentials and overall revenue for the company.  The point I’m trying to make here is, it’s time to jump on board, before you get left behind.  Step out of the comfort zone and take a leap of faith into the online world.  You wont be disappointed.

To further prove my point ask yourself this…how many hours a day do you spend online, whether it be on a computer or smart phone? I’m sure if you sat down and actually thought about it, it would be a lot more than you actually thought.

Back to the primary purpose of this spill…the value of a “like.”  I am the type of person who lives my life by this motto, “I’ll try anything once, twice if I like it.”  Don’t you see yourself doing the same thing?  If you buy a new deodorant and you find yourself pleased with how well it keeps your disgusting body odor away, and the fact that it prevents your uncontrollable pit sweat from making all the pretty girls laugh at you, then you are more likely to purchase that item again.  Therefore, you ‘like’ that item.  Just last month I switched my deodorants from Old Spice to Degree and I am more than pleased with how well it works.  Soon after I found myself on my Facebook page scrolling through my timeline, when a Degree for Men Ad caught my eye.  I immediately clicked on the ad and liked the page.  Did I do it knowing that I am a pleased, well-informed and loyal customer? No, I did it because I am aware of the brand and how well it works (for me anyways).  By clicking “like” on their page I didn’t necessarily make the company any money right then and there.  However, I am a loyal customer and if I like something I will continue to use it over and over.  So, this provides the company with a reoccurring purchase of their product.  Just like millions of other people across the globe, they do the same thing I do. Maybe they do it for the hell of it. Or maybe they unconsciously find themselves on the page and “like” it knowing that they plan to continue doing business and purchasing items from that company.

 Liking a Facebook page doesn’t just mean that you like the company/business/celebrity/etc.  It means you are loyal to that brand and you will continue to spend your hard earned money on the product or service that they provide to you.  As I said earlier, I may have had around 10 likes prior to my employment with DreamWalker, but now that I realize the actual meaning behind a like I have more than tripled my likes in less than a few short months.  For those of you who think a “like” means nothing, then I will tell you that you are absolutely wrong.  Open up your mind and realize the actual value of what it means to like a page.  Sorry if this came off as me preaching a sermon to any of you.  My main objective is to just open peoples eyes to something I once brushed off my shoulder like a lot of other people try and do.  If you find yourself falling behind the technological curve, don’t worry…it’s not too late.  But don’t sit around and wait too much longer or you will be left behind.  If you are, or plan to start your own business my advice to you is start off with marketing your product and service through digital platform.  Make people aware of your brand and hope that they like what you offer so that they will become loyal customers.  I genuinely hope you all “like” what I have to say.  Next time you are on your Facebook page, take notice of the companies and brands you most often do business with…Click the “like” button on their page, and I guarantee you find yourself as a returning customer.

 My name is Watson Ritchie. I’m the Social Media Manager of DreamWalker Inc. If you enjoy reading the truth about social media feel free to subscribe to our blog. I encourage you to express your opinion, and stay tuned for more of my rambles. Check out our website http://www.dwsocialmarketing.com .

Follow me on Twitter: @WatsonRitchie

Follow DreamWalker: @DreamWalkerInc


OCT
25

 

Wanting to make a bigger impact with your Facebook page? We have your answer!


Nowadays, branding your business is one of the key aspects to successfully marketing your product/service.  When people first come to your Facebook Fan Page, what is the first thing they see?

The profile image? No.

The number of likes on your page? No.

The YouTube App? No.

The About You section? No.

The correct answer is your timeline cover.

Since Facebook has integrated the Timeline Cover the most successful businesses have made sure to make their Timeline covers unlike anyone else’s.  What better way to portray your businesses vision and mission than with a visual representation of how you want your business to be perceived?
Below is a list of 10 businesses Facebook Timeline Cover’s that we think go above and beyond. We have chosen the cover with the most likes from some of America’s most well-known businesses. Keep in mind that this is not a list of the top 10 BEST, just a list of some we found interesting on the part of major corporations.
1.      CNN

2.       ESPN


3.       Cisco


4.       Pepsi

5.       Red Bull


6.       McDonald’s
7.       BMW
                                     

8.       Arizona State University

 


9.       General Motors
                                  
10.   Wal-Mart

     As you can see, each company takes their own unique approach to brand their business through their timeline covers. So, with that being said, I want to ask you one simple question. How do you brand your business through Facebook? Are you branding your business correctly? Are you capturing viewer’s attention when they come to your page? If you aren’t sure, don’t panic. We can help. With our team of creative thinkers and graphic design capabilities, we are sure to produce your business a very attractive Timeline Cover for your businesses Facebook page. Need proof? Look no further. See below for some of our client’s Facebook Timeline Covers. Enjoy!


Red River Gorge Cabin Rentals


Richmond Underground Gaming Center



And of course…our own
DreamWalker Social Marketing


Watch What You Say: Social Media and it’s Impact on the Hiring Process

Do you ever get that gut feeling that you’re being watched? Well, that’s probably because you are. But not in the way you think. Every time you log-in to a social network you are thinking of what witty post you can come up with next to impress your friends, followers, connections, etc. We all are guilty of that. However, I suggest you think before you tweet or post. Whether you believe it or not, there are people out there monitoring your every move online. So my advice to you is…be careful what you post.

Prior to my senior year of college I was completely oblivious to the impact my tweets, posts, pictures, and other interactions via social networking sites could actually have on my future. Then, I began working at DreamWalker Social Marketing. On my first day I only had one thing to do on my agenda: clean up my Facebook and Twitter. After about 6 hours I had gone through over 3,000 tweets, Facebook posts all the way back to 2006 and an embarrassing onslaught of past pictures I had been tagged in. Needless to say, upon completing my ‘clean-up’ of my social network profiles I had a much less attractive profile to my friends, but a much more professional look to future employers and family. Sure, it was time consuming and a little annoying to go through and delete all of that needless junk, but it was well worth it.

While you more score a few likes from your friends for posting a hilarious saying, embarrassing picture of you when you were ‘black-out’ drunk, or a public rant on how awesome you and your friends are, that doesn’t benefit you in the least bit when the recruiter for your dream job is scrolling through your profile. In fact, it may cost you the job you have always wanted.

In today’s world the Internet seems to be taking over at a very abrupt pace. Companies and organizations are no longer calling around and checking references, they are going to your LinkedIn page to see your recommendations. They are scanning your tweets to get a sense of your personality and what type of individual you are. They are looking through your Facebook posts to see what you do in your daily life. Is this a little creepy? Sure. BUT, it’s necessary. People don’t want to hire someone who possesses the ability to give their company a bad public image. No one wants to hire a drunk, or a party animal, or an unmotivated individual. They want the best of the best to represent their company. So, ask yourself, “If I was a potential employer, would I hire someone like me?” The answer may be yes. You can be smart, driven, and possess every qualification the potential employer is looking for…but that doesn’t mean you are a ‘shoe-in’ for the job. First, you must pass inspection. And you best believe there in another inspection past the series of interviews. This may be the most detailed inspection done; the review of all your social media accounts. You think it’s hard for them to find you? Think again. Go type your name into Google and see what pops up. I can almost guarantee the first few results will be your Twitter & Facebook. Don’t believe me? Give it a try.

I don’t want to preach to you on things you think you already know. If you are well aware that you are being watched, then why post something that may bring you popularity among your peers, but negativity among your co-workers, employers, family, etc. Be considerate of those who you represent. Don’t ever chance bringing bad publicity to your workplace just to post some tweet filled with profanity. If you want to truly have an influential presence on a social network, then leave your personal life out of it. Everyone can relate to your relationship problems, hard school work, and devilish professors, but employers could give a care less. They are more interested in what you have accomplished, what your goals in life are, and how you present yourself to others. You can’t control whether or not you get a job, but you can have a very positive impact on the recruiter’s hiring decision. From on, think before you Tweet, upload a picture, or post some ignorant rant on how wild you got the night before. It’ll only come back to haunt you in the long run. If you truly want to impress people, show your professionalism face-to-face and online. There’s a time and place for everything. Make sure you know when it’s the right time to have fun, and when it’s the right time to be professional.

I hope you enjoyed this read. In no way am I trying to call anyone out…because I am just as guilty as everyone else is of acting inappropriately through my social network profiles. But, it’s never too late to change. Remember, one of the main points of Social Media Networks is to market yourself to others. If you have a few free hours, instead of lying on the couch and smashing a whole bag of Dorito’s, go through and clean up your online profiles. You’ll thank me later.

 

My name is Watson Ritchie. I’m the Social Media Manager at DreamWalker Inc. If you enjoy reading the truth about social media feel free to subscribe to our blog. I encourage you to express your opinion, and stay tuned for more of my rambles. 

www.dwsocialmarketing.com , Powered by DreamWalker Inc. 

Follow me on Twitter: @WatsonRitchie

Follow DreamWalker: @DreamWalkerInc

The Social Media Revolution

Instinctively, humans want to feel as though they are part of a group.  This is known as belongingness.  This is why the Communication Revolution also known as Social Media is attractive to humans and continues to grow, because it forms group cohesion.  This group cohesion isn’t selective or limited; the entire world is part of it!  Social Media knowledge and utilization is becoming a necessity to every contributing member of society, no matter their age, gender, race, or economic standing.  Career paths, social interaction, and marketing have all made extensive transitions into this medium with momentous returns of effectiveness.  Social media has placed everyone on the same playing field (minus celebrities) by challenging their ability to catch attention using social media content.

            Employers look to social media profiles now when rating a potential employee, pop culture is currently being dominated by social media, and businesses ranging from jump-start to Fortune 500 have focused their message distribution to social media.  This research paper will analyze social media channels, their effectiveness and usage from a wide array of aspects, and what this means to the future of human interaction.  The objective is to not only inform, but to also persuade to prepare for this change so that one can continue to stay ahead of the curve.  Competition, in its simplest form, encourages an urgency to stay well informed.
            It is important to make clear that social media is not something new.  Long before Facebook and its massive catalog of 800 million users, there were social networking sites that never reached the pinnacles of Mark Zuckerberg’s powerhouse.  In fact, social media’s existence has been around for quite some time.  MySpace might have been the first of its kind in popularity, but not the innovator of such.  Nicole B. Ellison and Danah M. Boyd make the claim in their research article Social Network Sites: Definition, History, and Scholarship that the first known social networking site was SixDegrees.com.
            SixDegrees.com reportedly launched in 1997, which allowed users to create personal profiles, list their friends, and beginning in 1998, surf these friend lists making it the first functioning social networking site on what we used to refer to as the World Wide Web. (Ellison & Boyd 2007)  AOL Instant Messenger (aka AIM) can also be contributed to as one of the first social networking sites. Classmates.com was the first of its kind, where people were categorized by organizational networks which allowed people to find others they attended school with.  A number of social networking sites gained popularity from 1998 until 2003 that eventually faded away, with a few of the current social media powerhouses emerging from the crowd.  LinkedIn and MySpace in 2003, Facebook (Harvard Only) released in 2004.
            Other social networking sites such as YouTube, which is the world’s second largest search engine behind Google did not launch until 2005, and Twitter did not launch until 2006 (Rosenbaum 2010).  Pinterestwas the fastest social networking site to reach 10 million users, launched in 2011.  Facebook needed 2 years and 120 days to reach 10 million users; Google+ surpassed that amazing feat in 16 days.
            This global phenomenon is not showing any signs of slowing down.  Social media has bullied its way into every category of human life.  A research study conducted by the Society for Human Resources Management found that 56% of employers check the social network profiles for potential employees.  Of the 56% of employers that look to social media for information regarding potential employees, 98% percent check LinkedIn profiles, 84% check Facebook, and 42% check Twitter when seeking information.
            This recruiting method is quickly shifting the way people are using social media for personal usage.  Users are becoming more aware that what they post on social networking sites are not exactly private, even when their privacy settings are set.  1 in 3 potential employees that were not offered the job after an interview claimed that they were not hired based of what their potential employer found about them on social networking sites;  sites such as Facebook, Twitter, and YouTube.  The claim that social media is depleting face-to-face interactions may be true, yet that has no correlation to being less informed.  Facebook’s market penetration is certainly impressive: it can draw more than 80% of the undergraduate population in many colleges (Acquisti and Gross 2006).
            This allows anybody with a basic sense of internet usability to utilize this network to research individuals.  Sites such as Spokeo.com give anybody the access to an individual’s personal information such as street address, wealth and property values, registered relatives, among many other things.  This is considered “public information”.  The information provided through social media from a much broader standpoint is a dream-come-true for business marketers, marketing teams, and marketing strategies across the board.  The ability to track your target market and monitor their trends is something businesses have been striving to innovate for years.  Companies are currently being built from the ground up around social media, which leads into the second section of The Social Media Revolution.
            The digital world of the present-day is considered a game changer. “If brands want to stay relevant in the digital era, they have no choice but to adapt. Social media is more than media – it’s a cultural shift” social media researcher Alex Hisaka argues on her blog (Hisaka, 2012). Traditional marketing tools are becoming obsolete by the day.  Take newspapers and radio advertising for example.  Weekend Edition conducted a case study in 2010 that tracked their social media usage.  Their web presence was impressive, totaling 1.3 million users per month.  Their radio presence was even more impressive, totaling 5.3 million listeners.  The research suggested that 51% of their listeners utilized social media, and 32% of their listeners were followers of theWeekend Edition via social media (Facebook & Twitter).
            This is an example of how radio stations have adapted to the social media revolution, which has completely evolved their service from just a listening experience.  Radio stations are forced to reevaluate their products and services, then make additions where needed.  The listening experience is Weekend Edition’s intentions, yet they are finding that the information they distribute is becoming more accessed through social media channels.  One can make the claim that Weekend Edition isn’t even a radio station anymore, seeing as over half of their distributed media is consumed through social media.
            Business Insider reported in 2010 that once social media sites such as Twitter, Facebook, and YouTube took off in 2008, over 200 newspapers have shut down or stopped putting out a print edition since.  An even more alarming fact is that over 40,000 jobs in the US print sector alone were lost from September of 2008 to September of 2009.  Shifts in how people want to receive their information have left some businesses out in the cold and dark world of tangible media.  Why would people go to the supermarket to get their daily newspaper or even have it delivered to their front door when the entire world is accessible through a Smartphone?  Social Media quickly adapted to mobile applications, and in turn have experienced returns of investment newspaper and radio stations would salivate over.
            In February of 2012, a sample produced by the market research firm Lab42 estimated that there are 290 million tweets sent per day, which is a double from the sample taken in March of 2011.  Seeing as how there are 86,400 seconds in a given day, which means there are 3,356 tweets per second.  What a newspaper or radio station will never be able to do is monitor and track what people are reading or listening to the way social media does.  Social media even gives the consumer the ability to “Like” or retweet. This is an act of reciprocation that gives businesses another medium to track what people want to see more of.
            So how are businesses cashing in on this revolution?  From a retail standpoint, businesses are utilizing social media to help drive sales like never before.  Pop culture has a large swing in this success, and businesses are jumping at the opportunity for celebrities to simply tweet their brand out.  The Huffington Post reported in January of this year some examples of celebrities paid tweets.  Kim Kardashian profited $10,000 for a single tweet paid for by Shoedazzle.com.  Other celebrities such as Snoop Dogg are paid $8,000 per sponsored tweet, and Charlie Sheen raked in $50,000 per tweet from Internships.com.  What about return of investment on these 140 character endorsements?
            Shoedazzle.com, the subscription service website, increased subscriptions from 3 million to 10 million in a little over a year’s time. (Lindvik 2012)  Lance Armstrong sponsored non-profit organization is a great example of how social media is utilized.  The ability to sell, sell, sell is not the most beneficial tool social media presents to businesses.  It is the access to listen that drives social media success, which in turn drives organizational success.  Jump-start social media marketing companies understand that, and show proof with their revenue dollars.
            Paranormal Activity was a huge box-office success, and much of that success can be accredited to social media.  The movie was created with a $15,000 budget, and profited over $7 million. The marketers of the horror film developed a “Demand Widget” included with the trailer.  This widget allowed viewers to share the trailer, and then click “Demand!” in a specific city.  The marketers also expressed that if the widget generated 1 million hits the movie would be released nationwide.  This was statistical data to investors that would fund the distribution that there indeed was a demand for this movie to be played across the country.  This “Demand Widget” was sharable through email, blogs, pasting, Twitter, and Facebook.  The most effective were Twitter and Facebook.
             Sorav Jain conducted a case study to show the effectiveness of social media in this instance.  Paranormal Activity generated a worldwide conversation that was a trending topic on Twitter.  The social media marketing campaign grew even bigger once viewer reaction videos were being posted.  This also allowed feedback, and whether or not the feedback was good, it generated conversation.
            This monumental shift in the way that we communicate known as social media gives anybody or anything a chance to be heard.  Engaging a worldwide conversation using an extremely low budgeted movie is possible.  Social media gives businesses the opportunity to create a demand, as opposed to measure it.  Scarcity, the sixth “weapon of influence” observed in Dr. Robert Cialdini’s theories on influence, is regarded as perhaps the most used tool in social media other than reciprocity. When there is a perceived scarcity of something, the demand rises.   The marketing team of Paranormal Activity utilized this principle of influence with their development of the “Demand Widget”.
            This is used on social media platforms when businesses move from the relationship engagement into a sales tactic. Offers such as “Special Edition” lead people to believe there are only a certain amount, a certain time, and a certain person that will receive this “special” product. Demand rises, which in turn drive sales. Social media enthusiast Paul Gillin writes on his blog “Twitter is still a mystery to many people. How can rich conversations form when people can only speak 140 characters at a time? It turns out you can say more in 140 characters than you may think, and Twitter’s forced brevity actually encourages people to share information they wouldn’t communicate through long-form media like blogs or even e-mail” (Gillin, 2012). It is common on Twitter for businesses to exude this “weapon of influence”, especially when the scarcity buzz is being created without any of their efforts. Trending topics can falsely inform users that a product is limited, sometimes by accident.
            That is why credibility is so important in Twitter. While everyone has a voice, not all voices are to be digested. Sifting through the noise and finding the most substantial voice in any given space is an essential networking duty in this channel.  The determining factors of catching social network users’ attention are:
·      Is the content relevant?
·      Is the content engaging?
·      Does the content reveal something new?
·      Does the content offer the viewer something?
            Cialdini suggests that teenagers are the most sensitive to the scarcity principle because that specific time period is characterized by curiosity of individuality. Apple, Inc. was very successful utilizing the perception of scarcity “weapon of influence” starting with their revolutionary product, the iPhone.  While the iPhone contributed to social media success, social media contributed a great deal to the iPhone’s success.
            Every year starting with their release in 2008, Apple has released a new version of the iPhone. The additions and changes to the device are kept to a minimum so that consumers want more in the next release. Apple creates a huge buzz for the release, and then strategically announces a number of phones they will initially ship to retailers such as AT&T, Verizon, and Sprint. The chaos that proceeds is astounding. Consumers camp for weeks outside of retail stores awaiting the newest device, just to be the first to experience the “newest” technology. Once the production line catches up, the interest is on to the next one. What many of these consumers fail to realize is the technology is obsolete to Apple; they are always two steps ahead.
            Social Media has yet to reach its peak, and is showing no signs of a plateau in effectiveness.  The world we live in is rapidly changing, especially considering the effectiveness of social media as shown in this paper.  Whether or not this is a good or bad period for humanity has yet to show any direction.  People are more connected than ever before, yet there is still a large portion of the population that has yet to adapt the communication revolution also known as social media.
            Employers are currently using social networking sites as a reference in determining an applicant’s personality.  Postings on social media networks are determining factors of these analyses.  Photos are another way for potential employers to judge an applicant.  For example, college students are losing internship opportunities because of their photos that may contain alcohol or other “party” behaviors.   Businesses are using social media to track customer demands, and adapting their entire business structure around these conversations.  The social media revolution is regarded as the most fundamental shift in the way we communicate since the Industrial Revolution.  Educating, understanding, and utilizing the social media realm will continue to be a necessity for as long as the internet is functioning.
            Social Media giants such as Facebook, Twitter, and Pinterest are all vehicles of information that have revolutionized human interaction.  Word of mouth interaction is still relevant, yet it is unable to be tracked in the way that social media is capable of.  In a world full of followers and “Likes”, how will social media evolve in the near future to counteract the overload of information that is being distributed?  Only time can tell, and the time is telling us social media is here to stay.
            This research paper should have offered a much more in-depth analysis of social media from many different aspects such as the history, what is social media, and provided case study examples of the relevance of social media in today’s society.  It is important that the severity of this communication revolution is understood in order to keep up with the fast paced society we live in.  The opportunity to capture information is there one second and gone another.  Making definitive selections of the content that is distributed is also important in order for our society to take full advantage of this newborn medium of information sending and receiving.
References
·       Ellison, Nicole and Boyd, Danah B. (2007). Social Network Sites: Definition, History, and Scholarship
·       Rosenbaum, Steve (2010). Meet the Father of the Second Largest Search Engine in the World The Business Insider: The Wire
 
·       Society for Human Resource Management Research Spotlight: Social Networking Websites & Staffing (2011)
 
·       Sorav, Jain (2009) Social Media Case Study: How a $15,000 horror movie made more than $7 million  with the help of Twitter & Facebook
 
·       Cialdini, Robert B. (2009) Influence: The Psychology of Persuasion (Collins Business Essentials)
 
·       Lindvik, Lauren (2012) Shoedazzle Scraps Business Model, Expands Into Apparel & Lingerie
 
·       Gillin, P. (2012, April 18). Facebook, LinkedIn and twitter in plain English. Retrieved from http://gillin.com/blog/

Twitter: The Psychology of a “Sub-Tweet”

It all came to me one day while scrolling through my timeline. A girl named Ashley, who was desperately trying to catch the attention of her recent ex-boyfriend, tweeted “Wow…you’re such an A**HOLE. We’re so done! #BoyProbz #OnToTheNextOne.” I studied her profile for a second, and then read through some of her previous psychotic tweets. “What is wrong with this chick?” was my initial thought. Does she not understand her other 371 followers could care less about how “Brad” hooked up with her friend at the formal dance the weekend before. Why didn’t she just mention him in her tweet, or possibly direct message him privately? Ashley had tweeted this knowing all of her other followers would see this. I then refreshed my timeline and began to read some more recent tweets. It wasn’t even 5 minutes later that a single gentleman named Chris replied to her dramatic display of her personal life and said, “Come out with us tonight! It’s been a while, how have you been?” At a lightning fast speed Ashley responded “CHRIS! Do you still have my number? Text me ;) .” This is when it hit me like Ray Lewis in his prime. When typing that tweet she underwent a thought process of “who’s my target audience?” This question seems to stay true with any tweet. Ashley was never just trying catch her newly ex-boyfriends attention, she was strategically advertising her availability via Twitter.

Lets take a step back first for those of you who don’t exactly understand what a “sub-tweet” is. A sub-tweet is a tweet that is intended for a certain follower or group of followers, but the followers are not mentioned in the tweet. Most sub-tweets consist of text expressing anger, love, or frustration with a follower(s). The common goal of a sub-tweet is to get some form of interaction from the desired target audience. Coming back to the idea of the “Psychology of a Sub-Tweet,” why don’t people deal with this issue directly, or off of social media? The answer is simple. Good tweeters have great understanding of their followers, and in a sense, every tweet is a sub-tweet. Unconsciously, this is how your thought process goes when developing a new tweet:

  1. The Spark- Either someone or something sparks an idea. This is the initial ”Where’s my phone? I’m going to tweet that” feeling.
  2. Target Audience- Regardless if you admit it or not, you have a general idea in your head before each tweet of who is going to read it. This may be one follower who’s really angering you, a group of your followers who enjoy the same sports team as you, or maybe you want to catch the attention of your newest follower who’s a potential employer. The fact is, you have an idea of who you want your tweet to influence.
  3. Ideal Response- After you’ve selected your audience, you then simulate an ideal scenario of the interaction you will receive from this tweet. Maybe your goal is to anger your ex-girlfriend so much that she calls you. Maybe you’re trying to reach a group of professionals who follow you in hopes of generating a sales lead. Either way, you’ve already developed a 30-second head movie of how exactly you hope this plays out. Time to tweet.
Yes, I’m accusing all of us tweeters of sub-tweeting. No, I’m not condoning the emotionally expressive  tweets of crazy ex-girlfriends. My point is even though Ashley made her self look like an idiot for a few minutes on my timeline, she achieved her goal of finding her self a new boy toy to make Brad jealous. She realized Brad would see her interacting with Chris, after she had already caught his eye with her obvious sub-tweet at him. The spark of the tweet began when Brad cheated for the last time, she targeted Brad with her sub-tweet, and her ideal response was to anger Brad by getting some interaction from her single male followers.
Now that I’m in your head, you can take a second to admit that I’m right. Even tweets such as “Wow, today is going to be a hot one!” under go a subconscious process. Twitter’s 140 character limit has sparked a new form of communication within itself. We are forced to be creative with these characters, and carefully strategize each message. So next time, before you judge a tweeter, first understand the unconscious process of their tweet. Judge them by the response they receive. Even though their tweet may seem unruly or immature to you, if they received the response they desired, technically they won. Twitter is all about targeted influence. No one has 350 business professional followers, who all love long walks in their neighborhood at night with their wife and pet shih tzu. Every user on Twitter has a wide demographic variety of followers. In my case I have close friends who I like to make fun of daily, family members I like to remind that I love, professors from my University that I like to engage in intellectual conversations with, business that I network with, clients I actively keep tabs on, girls who are still sub-tweeting me I dated years ago, random foreigners who I still can’t figure out why they followed me, and many many more.  The most important thing to take from all of this is that you can’t make everyone happy, and there is no genre of tweets that will keep all of your followers entertained. So do this…be yourself. At the end of the day it’s okay to sub-tweet, it’s okay to unconsciously/consciously target an audience with each tweet, and it’s okay to desire a certain response from each tweet. This is the name of the game people. If you’re influencing the audience you are targeting then you are using Twitter effectively. If you tweet a picture of your friend’s 5th grade chess team, and you lose a few of your followers, then so be it. Keeping a personality is key to any twitter user. The last thing anyone wants to follow is a robot or an idiot. Don’t be repetitively boring, and don’t try too hard for attention. Sub-tweet’s are good, just try to be more conscious of the process when developing your tweets. In this complicated social media world, quit thinking so hard, and simplify the situation by being yourself.
My name is Christian Braun. I’m the CEO of DreamWalker Inc. If you enjoy reading the truth about social media feel free to subscribe to our blog. I encourage you to express your opinion, and stay tuned for more of my rambles. Check out our website http://www.dreamwalkertech.com. We will be launching our new websitehttp://www.dwsocialmarketing.com within a week.

Follow me on Twitter: @ChristianABraun
Follow DreamWalker: @DreamWalkerInc

Customer Review: Facebook Gold Package

Here at DreamWalker we strive to keep our clients happy. We look to provide them with a top-of-the-line service, and constantly ask for customer reviews in order to ensure the quality of our work. We sent out a survey to our clients, asking them to outline what our packages have done for their business thus far. In order to keep the client and their business confidential, we cannot reveal who wrote this review. However, this is a testimony on the part of one of our many successful clients. The customer review is for our Facebook Gold Package. We hope you find this very beneficial and informative. At this end of this review you should have a better idea of what our Facebook Marketing package can do for your business. Enjoy!

 

“At first I was a little hesitant to the idea of placing my marketing budget towards online marketing. The DreamWalker team approached me with a proposal for how they could increase my marketing and advertisement through Facebook and Twitter. While I am quite unaware of Twitter and it’s marketing capabilities, I am very aware of the overall success that many business have had marketing their product/service through Facebook. In today’s world, marketing is all about brand awareness and customer loyalty. DreamWalker ensured me that they would dramatically improve both, my brand awareness and customer loyalty, through building and audience, engaging potential customers, and pushing my product in a way that isn’t overly-aggressive. So, I chose to go with a small Twitter Package, that is mainly directed towards driving traffic to my account, and a large Facebook Marketing Package, that would cover everything I would need to have a successful marketing campaign through my businesses Facebook page.

 

By purchasing the Gold Facebook Marketing package I was given custom page design, which included a new logo and timeline cover for my page. I want to praise DreamWalker for their graphic design capabilities, because this helped to make my page look more appealing and professional to potential customers. Seeing as that I am very busy, I do not have time to post on my page, so DreamWalker provides me with 10-15 creative content posts per month to help keep my fans interactive on my page. They have a great understanding of what people want to see and read, which has been proven through the increased interaction on my page. I have noticed constant fan interaction with people posting on my page, which is crucial. Even I know that you never want to be lackadaisical when it comes to responding to questions regarding your business. They have been running professional ads for my business through Facebook Marketing and have over-performed when it came to the amount of “likes” I was promised per month. This has really helped to grow my businesses fan base. I am somewhat incompetent when it comes to online marketing, so DreamWalker has provided me with consulting hours, that I can use at any point during the month to help grow my knowledge and understanding about the online marketing concept. I have been fortunate enough to have many successful promotions ran through my page since doing business with DreamWalker, and have seen a large growth in business when the contests/promotions are ran. In order to help drive traffic from my Facebook page to my website and Twitter feed, DreamWalker integrated all of the necessary apps onto my page, so that customers can easily move from one advertising medium to the other. I was also given a promotion through DreamWalker, which really helped to spark interest in my business because of their mass amount of followers on their Facebook page, Twitter account and website. Their monthly analytic reports have made it easier for me to understand the value of their service and they are sure to let me know of any sales lead that I may have gained through my Facebook page. The ROI monitoring they do is second to none, and it has really helped me to keep track of the business they have gained for me.  

 

I wasn’t quite sure what to expect when signing up for the Gold Facebook Marketing package, but now that I did I am glad that I chose to go with DreamWalker for all of my online marketing.  While some advertising methods have proven to be ineffective for my business, Facebook Marketing has been just the opposite. I plan to continue to use DreamWalker  for my online marketing. I hope this review was helpful. I may not be the most tech savvy person there is, but I know that Facebook Marketing has proven to be very beneficial for my business. Thank you DreamWalker Social Marketing.”

 

This was just one of our responses that we have received from our clients. We know that not everyone is in-tune with online marketing and many may be hesitant when putting some of their marketing budget towards it. We ask that you take a further look into our service and see if it can be of any help to your business. To learn more about us and what we can do, please visit our website at www.dwsocialmarketing.com.  If you still aren’t sure as to what you can expect from Facebook Marketing, then follow this link:  http://www.dwsocialmarketing.com/what-should-i-expect/  Hopefully it will answer all of your questions. Feel free to contact us for your free consultation at (859) 622-7443 or by e-mail at info@dreamwalkertech.com. Thanks again, and we hope you found this customer review very beneficial and informative.