Importance of Twitter in Relation to Internet Marketing

An article on Search Engine Watch focuses on the top 13 social media ranking factors for SEO. These are centered around Twitter, Facebook and YouTube, but a couple of points touch on dealing with other social media also.

The point of the article is to advise you on which areas of your social media campaigns to focus on tracking in order to see the efficacy of a social media campaign and its effect on search engine rank.

For Twitter, the article recommends focusing on number of retweets and number of followers – both apparently obvious. But it also recommends looking at the relevance and quality of your followers. How do you determine the relevance and quality of a Twitter account? Look at:

1. What industry is the follower in?

If they are in the same industry as you, or one that is complementary, you can consider them a relevant follower. If your company is in retail and the Twitter follower is not a professional but rather a potential consumer, often their Twitter bio will give some information regarding their hobbies and interests. If they are a healthy living advocate, for example, and you are a sporting goods or nutrition product retailer, they are still a relevant follower as their interests align with what your company is selling, and therefore they are not just a potential consumer but also a potential brand evangelist.

2. How many followers does the follower have?

This isn’t the only figure to look at to determine the quality of the follower, but it is a telling one. If they have a lot of followers, then their tweets will be more widely seen than someone who has under 50 followers, for example. However you can also look at quality by looking at the amount of activity in their Twitter feed. Are they active on Twitter? Is most of what they are saying of interest to a wide variety of Twitter readers, or do they mainly use up their feed communicating back and forth with their best friend?

When you have analyzed these two factors you will soon be able to whittle your followers list down to the ones that are most likely to prove useful in spreading the word about your company/product – and that might reduce a list of thousands of Twitter followers to only a few.

You can attract more of the right kinds of followers by searching people out on Twitter who you want to have as followers, people with large follower lists, who tweet relevant content and work in industries that align with yours. Then follow them (sometimes that’s all that’s needed to get a follow), but also tweet them and engage in conversation with them. They may not reply at first but if you continue tweeting them (when it’s relevant!) they may eventually retweet you or reply, and start to take an interest in what you do, or at the very least, this activity will share you with their followers list, providing you with more exposure.

In our next post we will look at Search Engine Watch’s recommendations for tracking performance on Facebook.

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