Wednesday, June 17, 2009
Twitter Automation: Why Jason Snell May Be Wrong
Sigh... another industry expert telling you how to use or not use social media. This drives me crazy
. There are a lot of consultants and experts in the industry who have opinions and a bully pulpit to sound off on. But are they steering your business in the right direction?
In a recent PC World article, Jason Snell
If you've got a blog that's connected to your business, you can use a service such as TwitterFeed to directly channel your new blog posts into Twitter posts. Sounds nifty, doesn't it? Well, don't do it. Your business's primary Twitter feed ought to be hand-fed. If you publish a flood of impersonal links, your Twitter account will just seem like a faceless promotion machine.Don't do it? Based on what evidence? I don't believe this is good advice at all given our extraordinary results in automating our feed to Twitter.
I believe the appropriate advice should have been to proceed with caution, test it, measure it, and see what the results are.
At Compendium, we've automated our feeds to Twitter using HootSuite
and our followers love it. So much, in fact, that Twitter
is our top referring source
outside of our corporate web site and search. If that's not enough, I'll juice up the stakes a little more and let you know that about 1% of our clicks on our calls to action come from visitors from Twitter.
That means that our followers are using our Twitter account as they would an RSS feed. They are expecting our posts to show up there. And not only do they like us automating our feed, they respond to the postings overwhelmingly
Twitter is an extension of our corporate blog and a perfect use of our RSS feed to reach a a different audience. The audience is permission-based... they opt in to following on Twitter... we're in no way spamming anyone. As well, our blogs ARE our personality
and we're extending that personality on Twitter by using automated postings. It's not faceless promotion... our posts are our voice and our advice!
Legitimate marketers test and share their results so that others can do the same. Jason may not like automated Twitter posts, but he should never advise folks to not do something without evidence that it will not work. Jason doesn't understand your business nor does he understand mine. Providing evidence where it has had negative results would have been appropriate given his opinion.
If you can drive more traffic to your blog and your company by automating your Twitter account, you can save time AND remain active on Twitter. If your Twitter following continues to grow with automated Tweets, and you are getting additional traffic and business... why wouldn't you automate your blog to Twitter???
PS: I dont' disagree with any of the other tips Jason supplies... but before you bail on automating your blog's RSS feed, check out the results first.