Advanced Twitter Methodologies
Presentation to the BYU Marriott School MBA693r Social Media Marketing Class
by Kip Meacham
If “[m]arketing is the distinguishing, unique function of the business” (Peter Drucker), then social media marketing presents new opportunities for you to distinguish corporate and personal brands by innovating using this gatekeeper-less communications medium. Only by understanding and planning the three elements of 1) conversation, 2) content and 3) context will you realize an advantage in your messaging and communications.
To be consumed, companies and individuals must deliver content through social media channels that tell a story. Your social media content must also recognize and meet the different behaviors and needs of John Palfrey’s and Urs Gasser’s three digital constituencies: digital immigrants, digital settlers, and digital natives.
Examining social media tactics of 1) moving market segments to action; 2) rallying brand lovers against brand haters; 3) finding, eavesdropping on, and engaging in relevant social conversations; 4) creating community around your space using tweetchats; and 5) exploiting proven and up-and-coming tools are discussed. Citations from multiple authors (Robert B. Cialdini, Ph.D., Ann Handley, C.C. Chapman,
Jay Baer, Amber Naslund, Gary Vaynerchuk, and David Meerman Scott), a useful list of Twitter-focused tools, and a marketing professional’s social media reading list are also included.
Presented on 14 February 2013 in Provo, Utah by Kip Meacham, vice president of marketing & business development for Salt Lake City, Utah-based Card Access, Inc.