In the last year or so, savvy marketers have changed their approach to advocating for their brand online.
Many started with the attitude of “Here’s a new shiny tool, how can we use it?”
Now fully immersed in the social media craze, we find ourselves more appropriately asking, “What can we do for our clients outside of the medium, out in real life that gives us something worth sharing online?” We focus in on the news and finding the right audience for it, letting the decision to opt for Twitter or Facebook or YouTube or Flickr follow our findings.
comic by Tony Gigov
Maybe it’s this shift that has led to Twitter’s flat-lining traffic in the last few months – too much of a good thing and suddenly everyone is sick from all the sugar.
Can users self-regulate our own over-share and turn the Twitter volume down to a medium before we all go deaf? Or will the silence be the beginning of the end?
Questioning the future of one medium reminds us that the audience never goes away, it only changes location. Is Twitter a fad? Maybe. But researching to connect with our target audience and preparing to meet them there, wherever that may be, allows us to provide sustained, impactful social media outreach for our clients.
