Ok. Twitter.
est. reading time; 45 minutes
We all have heard all the reasons Twitter is going to take over the
world. There are accounts out there now with over a MILLION
followers. It can be useful. I am certain there are marketing
aspects that are interesting.
For now, I don't want to focus on all the reasons it's great, you
can go Google it if you want that story. I thought I'd offer a
different view.
Recently, for one of the sites I support, we decided to experiment
with Twitter as a marketing tool. The goals were simple;
Use some paid Twitter activity (that's a different topic) to see if
we could accomplish three things;
1) Drive traffic to a specific landing page on the target
site.
2) Generate conversions on that site.
3) Generate additional Twitter followers for the targeted
site.
Simple, meaningful goals that we can track. We can track them,
right? Goals without a method of tracking and reporting leads
to ambiguity, which is failure. Well maybe not failure, but you
can't prove it's success either. So, we have good tracking in place
for page hits, conversions, and twitter signups.
To get to the story, using fake numbers for this discussion, we
Tweeted our target message to about 5k users in a very targeted
niche. The twitter account used for this was very targeted to our
niche, implying that the users would be interested in our site. We
did 5k at the peak time for twitter responses (early afternoon,
roughly) on a Friday, and again on a Monday.
Then, we looked at our stats. It was very disappointing. With a 5k
tweet blast, we could only attribute about 20 page hits from
twitter. We tried a different message on Monday to see if our
message was the determining factor, but results were similar. We
could not prove a single conversion to the tweet blast. We saw a few
new followers attributed to the tweet blast, but it was less than 10
per blast. So, when we look back at our goals, it was a waste of
time and money.
*** one caveat; it wasn't a total waste, because now we have 10k or
more links out there on the internet pointing back to our site.
That's pretty effective link building, but it's not really indexed.
There is some residual value from the links.
I started doing some reading on this, and there is a lot of
information to support our conclusions. Read the links in order, it
makes more sense that way.
Supporting discussion ONE; This article discusses the
limited impact of very large tweet blasts. This guy had his blog
tweeted by three very large birds. @techcrunch (1,000,000+
followers), @tonyrobbins (1,323,000+ followers), and @timoreilly
(1,087,000+ followers). He did the same analysis, and found that
less than 1/2 of one percent of recipients actually clicked on the
tweet. Basically he got his story tweeted to a million users, and
got less than 5k hits on his site.
There are some generally accepted reasons for this. Folks generally
read tweets as they go by, like a stream, but don't actually click
on them. The second, more interesting reason is that many of the
twitter accounts out there are actually robots! They're SPAM!
I'll help you combat that later, but on to the robots.
Like many things evil, this starts off not so bad. Let's say you
just want to automate some of your tweeting. You want your blog to
auto tweet when you submit a new post. When you update your resume,
you want to tweet your followers, etc. Here is a legit discussion of
how to use Yahoo PIPES to feed an automated twitter account. The
writer even advises that you create a new twitter account because; "Consider
how your followers will react to receiving automated tweets - many
will feel like they're being spammed". Well it started
off good and now it sounds a little more evil. You can do the same
thing with Tumblr.
Lets step up the evil a notch. Let's now say you want to create an
automated twitter account (robot) that will tweet on in perpetuity
long after you're not around, or twitter breaks it. (They should
control nefarious activity, per the Broken Windows theory (Wilson
and Kelling), or the usefulness of the system will be degraded to
the point where it's no longer useful. There are ways to automate
the entire process; finding relevant users to follow, automate
following any who follow you, automatically unfollowing those who
unfollow you, finding content to tweet. These are called TTM, or
Twitter Traffic Machines. or as this writer likes to call them; TDM
(Twitter Death Machine) because they go on tweeting after you are
gone.
This article outlines how to create a TTM, but the author
concludes there wasn't any real value for him and the site he runs.
So now, that's pretty evil; create a robot that automatically goes
out finds targets, generates content and runs forever. So that's the
TDM.
What's the point of 5k, 50k, 100k followers? Can anyone READ
that much twit? No. Sign up to follow 100 twitters,
you'll have a hard time following 100, let alone thousands.
Finally a
really interesting article on why this needs to be addressed by
Twitter or in the end it could jeopardize anything useful the system
offers. Just read it.
Now as usual, I'm here to help. I cannot tell you how to make your
10,000 followers useful (I don't think they are), but I can tell you
how you can protect yourself from robots following you. Use a CAPCHA
tool like we do for web forms and anti-spam email. My favorite is
TrueTwit.
TrueTwit
UseIt
ProtectYourShit