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Building Brand Identity - Marketing With Twitter

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  • Enzo F. Cesario
    A Free-Reprint Article Written by: Enzo F. Cesario Article Title: Building Brand Identity - Marketing With Twitter See TERMS OF REPRINT to the end of the
    Message 1 of 1 , Apr 13, 2010
      A Free-Reprint Article Written by: Enzo F. Cesario

      Article Title:
      Building Brand Identity - Marketing With Twitter

      See TERMS OF REPRINT to the end of the article.

      Article Description:
      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.

      Additional Article Information:

      853 Words; formatted to 65 Characters per Line
      Distribution Date and Time: 2010-04-13 11:00:00

      Written By: Enzo F. Cesario
      Copyright: 2010
      Contact Email: mailto:ennzo.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
      particular links.

      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,
      exciting purpose.

      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
      http://www.BrandSplat.com/ or visit our blog at

      --- END ARTICLE ---

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