September 29, 2009, 12:00 AM

The Now Thing

(Page 2 of 2)

-It’s new. Even though Twitter has appeared constantly in mainstream media stories in the past year, most U.S. consumers still are not involved with it-so use Twitter as a complement to your promotions, not as the core component of a marketing plan.

The most successful Twitter promotions are unique and offer a tempting incentive to participate. If your company decides to launch a Twitter promotion, be sure to measure and track everything you do on Twitter. Track follower counts, URL clicks, tweet impressions, conversions and any other stats that occur to you. Bloggers and industry analysts are interested in how brands are using Twitter and are hungry for metrics.

If you’re considering running a Twitter contest, now is the time to do so. There’s still plenty of opportunity to cultivate a strong following and expose your brand to a large, new audience. But take advantage of the excitement surrounding Twitter contests now. By this time next year, consumers may be on to the next popular fad and these Twitter contests could be a thing of the past.

Jenn Deering Davis is the chief of community experience with Austin, Texas-based Appozite, which runs the Twitter deals site CheapTweet.com. She is the voice behind the @CheapTweet Twitter account.

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