Twitter for marketing and PR

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By Francis Moran

There’s a witty little joke that’s been running on Twitter for some time now. I don’t remember when I first saw it, but every so often it pops into my Twitter stream and I click through to the punchline again. The otherwise redoubtable @missrougue, Montreal-based Tara Hunt, hooked me this morning.

The setup line is usually something like, “How to use Twitter for Marketing and PR” and a short link. Clicking on the link brings you to a one-page website that has the word “Don’t” in block black letters in the middle of the screen.

Ha ha.

But I could not more profoundly disagree with the sentiment.

Let me leave aside what I believe is the immense potential Twitter represents to engage with customers, stakeholders and others, what I would think is the very definition of marketing, and let me briefly cover how we at inmedia routinely use Twitter in our technology media relations practice.

1. We follow journalists who cover our clients and their space. Journos have been enthusiastic adopters of Twitter, using it to source ideas and contacts and to spread the word about what they’re working on. This brings us opportunities we can pitch our clients into and helps us understand even better what these reporters are interested in.

2. We actively pitch reporters through Twitter. Along with email and the telephone, Twitter has become a useful tool to reach out and touch a reporter. With a mere 140 characters at our disposal, you’ve got to believe we need to get the story down pat! And we do. Some reporters welcome this approach, and we embrace the channel where they do; others would prefer we not do so, and we respect their choice. Our front-line media relations practitioners can now count several instances of successful story pitches that were at least initiated, if not fully consummated, through Twitter.

3. We monitor Twitter for mentions of our clients, their competitors and their issues. While most of those mentions do not emanate from journalistic sources, tracking them helps our clients understand who is talking about them and what’s being said. If our clients are active on Twitter, they can engage across this channel. And even if they’re not, Twitter can be an early warning of an emerging event that could bode well or ill. Twitter has become just one more default source in our integrated monitoring efforts for clients.

4. We tweet major announcements by our clients. We count interested journalists, a broad range of technology executives, industry watchers and other influencers among our own lists of followers. So tweeting our clients’ news releases is just one more channel we can deploy on behalf of our dissemination efforts for our clients.

5. And, last but not least, we tweet major hits we get for our clients. I could tell you we do this for much the same reason as item number 4, and I would not be lying. Tweeting major stories attracts attention to them and so expands their reach and improves their impact. But to be thoroughly honest, we also do it to toot our own horns a bit. We like being able to announce that we just got coverage for a client on CNN, or in the New York Times or CIO or some other big-name outlet.

So I’m utterly persuaded, all joking aside, that Twitter is an effective new tool in the media relations tool box, one we’re happy to use extensively.

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  • Twitter Trackbacks for Twitter for marketing and PR » inmedia Public Relations Inc. - High tech public relations [inmedialog.com] on Topsy.com

    May 11, 2010 12:59 pm

    [...] Twitter for marketing and PR » inmedia Public Relations Inc. – High tech public relations inmedialog.com/index.php/archives/twitter-for-marketing-and-pr – view page – cached Twitter for marketing and PR Tweets about this link Topsy.Data.Twitter.User['lindaforrest'] = {“photo”:”http://a3.twimg.com/profile_images/74787951/twitterpic_normal.JPG”,”url”:”http://twitter.com/lindaforrest”,”nick”:”lindaforrest”}; lindaforrest: “Our @francismoran shares why we at inmedia think using Twitter for media relations is anything but a joke http://bit.ly/981IOZ ” 27 minutes ago view tweet retweet Topsy.Data.Twitter.User['francismoran'] = {“photo”:”http://a3.twimg.com/profile_images/80250315/MoranFrancis_120px_normal.jpg”,”url”:”http://twitter.com/francismoran”,”nick”:”francismoran”}; francismoran: “How to use Twitter for Marketing and PR, @missrogue, @SilkCharm? All joking aside, how about like this: http://bit.ly/beUfOA. ” 35 minutes ago view tweet retweet Filter tweets [...]

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