A Free-Reprint Article Written by: Enzo F. Cesario
Building Brand Identity - Marketing With Twitter
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Twitter, the net's networking success story, is intriguing
and intimidating because of its message limitations: they
can be 140 characters, and no more. These limitations have
proven to be the greatest asset and the greatest challenge
for people trying to use Twitter for any number of purposes.
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Distribution Date and Time: 2010-04-13 11:00:00
Written By: Enzo F. Cesario
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Building Brand Identity - Marketing With Twitter
Copyright (c) 2010 Enzo F. Cesario
Twitter, the net's networking success story, is intriguing and
intimidating because of its message limitations: they can be 140
characters, and no more.
This is to say; each message sent on Twitter can be no larger
than the previous sentence. Not an additional letter, space,
period or dash can be added. These limitations have proven to be
the greatest asset and the greatest challenge for people trying
to use Twitter for any number of purposes.
On the advantageous side, the short messages have created an
entire culture of Twitter-fluent writers. The brevity of the
message stretches creative muscles, making people use every trick
to get the most information into the fewest characters. On the
other hand it creates a severe headache for the marketing minded,
as it doesn't leave much room to present a case. Thus the vast
majority of Tweets are short little social comments or updates,
and most marketing revolves around calling attention to
Of course, there are always ways around limitations, and Twitter
is something that every seriously market-minded organization
needs to embrace in order to see continued success on the web. In
the case of short message services like Twitter, the key lies as
much in the peripheral data that builds up around the message as
in the content itself.
Be SEO Minded
Twitter profiles are now ranked by search engines, Google in
particular. Every SEO technique you've learned now has a new,
For example, consider the biography you're able to construct
using Twitter. This is a ripe opportunity to develop some brand
recognition right away. Put the title of the brand you're
marketing in the bio, and consider including the most relevant
keywords in your profile. As ever, do so in a way that respects
the user's intelligence, and gives them something worth reading.
Simply stringing together a chain of keywords is not the way to
Include keywords in your Tweets as well, taking care not to be
terribly obvious about it. The first 20-30 characters are the
best place, as later words are of decreased importance in a
Google ranking search.
Identify Your Audience
Each brand rises and falls on the whim of the audience, known in
this case as tweeple.
There are a number of applications available to help you with the
process of identifying the tweeple that you want to cultivate
into an audience. Twitterholic can help you identify the movers
and shakers based on their Twitter traffic and their location. If
you know your field or brand well, you can use this to locate
groups with similar interests and woo them to your feed. Tweepz
is a similar tool, focusing on location, and Twitter itself has a
'near this location' feature that can be used to identify
tweeple nearby your center of business.
Let's Give Them Something to Tweet About
Yes, Twitter is an effective way to quickly distribute
information. But its real power is in its ability to create
conversations about something interesting.
In theory you could simply gather up a large user list of tweeple
and start spamming them with links promoting your latest gig.
This is a surefire way to get flagged for abuse or ignored
entirely, and thus is rather counterproductive to good marketing
Instead, consider using alternative methods to drum up those
conversations that travel like wildfire.
For example, there is the technique of Alternate Reality Gaming.
This is a phenomenon based on the idea of taking 'real' events
and building a game out of them. Last Call Poker was an ARG that
intended to drum up sales for an upcoming video game, GUN.
LCP spread out information about gatherings, online incentives,
and other attractions to get people excited about the western
theme of the game. Tokens such as poker chips and other goodies
were given out at these events, and GUN went on to have a very
successful launch. People were invited into the world of the
western, and the chatter eventually included 8 million
This kind of rogue advertising is tailor-made to work with
Twitter. Locations and dates can easily fall within the 140
character limitation, as can short explanations. Consider
creating an ARG with a short story designed to work within 140
characters, locate an audience with the assorted Twitter tools at
your disposal, and plan some exciting events to promote your
brand. The chance to get involved always gets people talking, and
the more esoteric games can span entire continents.
There are other methods, some more appropriate to each individual
brand. Perhaps a modest bicycling business isn't suited to
promote a large ARG experience. They could, however, organize a
bicycling flash mob by hopping onto the local bike hobbyist
twitter feed and posting a date and time. The trick is less which
technique you use, and more that you do your best to make it
relevant. As always, strong content and clear presentation will
win out over gimmicks and sales speak.
Also, consider one last thought. The introductory statements of
each section in this article are Twitter compatible, and so is
this one. Good luck and happy Tweeting.
Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
or visit our blog at
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