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How You Should Be Tweeting [Part Two] Sending A Clear Message.

This blog post is in two parts:

Part One: Why Tweet?
Part Two: Sending A Clear Message

Communicating effectively online is essential when setting up and working with your brand. Between your promotions/advertising and your target audience there is a minefield of obstacles that will cause distractions away from your message.

Since a brand is a personality that you want your audience to connect with, control is a priority. Any distraction or interference with your marketing communications will skew whatever image you are trying to create.

Whatever the message, it should be the same when your audience see it as it was when it left your brain, mouth or fingertips. For example, a humorous message can be seen differently by those sensitive to the subject matter, and end up giving the complete opposite message – this could end up alienating people away from your brand.

The Linear Model of Communication

Your message goes through five stages:

Linear Model of Communication

  1. Sender: you are the sender.
  2. Encoding: you encode your message in the form of advertisements/promotion.
  3. Transmission: the message is send across your chosen medium (eg. digital advertising, social media, outdoor print).
  4. Decoding: the message is interpreted and understood.
  5. Receiver: your target audience.

Between all of these five stages there is what is known as ‘noise’ – basically anything that can scramble your message during communication.

For example, in the real world you could opt to buy an outdoor advertisement: this advert could then be vandalised and be made to look less reputable and your brand image would suffer. The same rule applies for any other type of communication, if your tweet isn’t understood by your target audience, you’re in a public online environment where anyone has the right to a freedom of speech, just like the real world.

How You Should Be Tweeting [Part One] Why Tweet?

This blog post is in two parts:

Part One: Why Tweet?
Part Two: Sending A Clear Message

Many businesses still aren’t making the most of their online marketing tools. Organisations are often quick to sign up for a social media account to gain exposure, but don’t always take the time to get to know the platform they’re using.

Without taking the time to really understand the features of each social platform, and their audience, it’s easy to create something which could cause a potential or current customer to turn away.

When you choose to curate your brand identity online, it requires dedicated time towards planning and fine tuning. This is to make sure that all of your messages are both contributing to a return-on-investment (the time invested into social media) and engaging in a tone of voice that works with your brand.

A brand with a terrible online presence can sometimes make the brand look less reliable.

Case study

When marketing yourself online as an individual you want to stay away from the vast collection of mistakes many people have faced the brunt of. Everything done online is written in ink, not pencil and there will always be a trace of what has been said or done on social media.

Who will forget Rainn Wilson’s fail when he got tweets and DM’s mixed up when contacting his assistant. He tweeted:

@rainnwilson: Joanne – tell @DelTaco I will accept $12,000 to plug their shitty food. Thanks, Rainn.
…quickly followed by:
@rainnwilson: Loving the new @DelTaco Macho Bellgrande Burrito! It’s Beeftacular(™)!
For organisations, using social media has a range of uses:
  • to gain meaningful fans and consumers;
  • to push traffic to your website;
  • For Twitter: directly @reply or DM people and maintain a personal touch via the internet;
  • to captivate and interest your online audience;
  • to notify your followers/customers when there are offers and promotions;
  • For Twitter: spark up conversations between users with use of #hashtags;
  • to hold competitions;
  • to attract followers and customers by use of free samples and promotions;
  • to get people to share/retweet your content and to talk to their friends about you.
As you can see, there’s no reason for any modern business or organisation to not reach out to their target audience using social media. Just make sure you take the time to do it right.