To understand why social media, and Twitter in particular, will be the engine for local marketing and advertising, we’ll explain the power of Twitter in the local community.
Twitter took off in April 2009 when Oprah introduced Twitter in her show
Now, when you watch TV or listen to the radio, every media is broadcasting their Twitter feed, it’s become more prominent as a contact vehicle than a phone # s or text messaging.
Twitter is poised to be used by the masses. Although most people don’t understand Twitter when they first see it thinking it’s a jumble of nonsensical conversations, they will understand its usefulness to gather information once they have experimented and used Twitter for a while.
Twitter can bring communities together. Think of Twitter as a network of individual radio stations where everybody- local merchants, consumers, businesses – have a voice in their community.
And just like radio, Twitter can broadcast a local business’s message across the community. Twitter is an efficient tool for real time local advertisers. And just like any advertising, local merchants need to put their best foot forward. That means – no spamming, no hard selling like an obnoxious commercial, no irrelevant Twittering about what you’re doing minute by minute. Twitter is used by local merchants as a porfessional channel to their consumer following.
Local print advertising is rapidly disappear - local newspapers and weeklies, Penny Savers, local coupon books. There should be new online media that will allow consumers to track local deals and sales. So far there’s nothing like this to fill the void… try searching for a local advertising circular online in your city. It’s almost impossible to find
It’s also hard to locate any sales, special offers or deals in your community online. Google doesn’t index Labor Day Sales at your nearest department stores. Try it yourself, see if you can find a tennis racquet on sale at your local sporting goods store by Google. You’ll find you still have to phone each store to see if they’re having a sale
That’s why the local merchants’ biggest competitor now are the online retail juggernauts like Amazon, and the online versions of retail stores like Walmart.com and BestBuy.com. At least online, you can find the best deals. Local merchants can’t compete because 1) they don’t show up in any Google searches, but Walmart.com and Amazon certainly do, and 2) you don’t know if their price is as good as Amazon, and 3) most people will not expect a local store to be price compeititve with the Amazons of the world.
And that’s why Twitter is perfect for local marketing. The LA Times highlighted the success of a Twitter-marketed Taco Truck that specializes in a fusion form of Korean BBQ Taco. The Times says: the roving vehicle has emerged as a social-networking juggernaut, drawing 300 to 800 people each time it parks (often several times in an evening) and spawning a burgeoning cyber-hippie movement affectionately referred to as “Kogi kulture.”
It takes only a few minutes for any restaurant to Twitter it’s lunch special at 10am and dinner special at 2:00, and maybe to mention that anybody who mentions Twitter will receive a special dessert free. It takes only a few minutes for a sporting goods store to announce they have Wilson KFactor racquets on sale for 20% off. If a customer isn’t looking for a Wilson, but wants a Boris Becker racquet, they can start a conversation with a retailer asking for pricing and availability, over the phone or even on Twitter! Best yet, all of the store’s Twitter advertising are stored online so any customer can see a chronological list of deals of the day for their reference. The retailer becomes branded in the local consumer’s top of mind.
page Twitter is going mainstream
I think it’s pretty obvious that Twitter is on a trajectory to become one of the major media networks, A Turner, Fox, NBC, Time Warner, Viacom , Disney. Dave Winer, April 25, 2009 Blogging pioneer Twitter traffic March 2009 by Comscore (pre-Oprah!)