Learn how to build your brand 140 characters at a time with Twitter Marketing: An Hour a Day
For a few minutes, let me take you on a journey back in time. In 1998, I launched a new company, Web Ad.vantage, with an idea of promoting web sites through shared-cost co-op print ads. The idea was so unique that eMarketer, at the time a resource community for Web marketers, named it to its year-end list of “New and Useful Sites: 1998.” Ironically, by the time this list came out, Web Ad.vantage had already morphed from print ad producer to online marketing agency. It just became obvious to me that the demand of the market was going to be for online marketing services and that I needed to learn how to provide these services.
Back in those days, most everyone I spoke to concluded that I must own a web site development/design company. “Oh, you build web sites?” they’d all guess. “No,” I’d have to repeat over and over again, “I help organizations use the Internet as a marketing and advertising channel just like print, television, radio, outdoor, direct mail, etc. do off-line.” People just didn’t get it. I stuck it out, though, and kept evangelizing my message. Today, it seems, everyone wants to be an online marketer (or, at the very least, a “social media expert”)!
When you’ve been doing online marketing for as long as I have, you learn a few things:
- The Internet loves its own hype to the degree that it’s a parasitic relationship.
- Don’t trust everything you read online — the less credible the source, the less you should trust it.
- Online, there are always going to be people who exploit a good thing to the point of its ruin.
- Always be ready for the next big thing.
Do I sound like something of a cynic? That’s because I am. But I’m also an educator who’s been writing and speaking about online marketing and advertising topics since the earliest days. That’s why I’m writing this book on Twitter marketing. I was a skeptic when Twitter first came out — I didn’t want to jump on yet another “social networking site” bandwagon (which, in fact, I don’t think Twitter should be categorized as, as I contend in the book) and certainly not one that seemed as banal as Twitter.
As I do with everything else, I watched, read, listened and let the facts persuade me. I’m a pragmatist. What I came to realize is that Twitter is an amazing marketing tool, and one that deserves the attention it’s receiving. Twitter is so many digital tools wrapped up in one, it really cannot be overlooked in today’s online marketer’s arsenal.
Which brings me to this book: I’m SO excited to be writing Twitter Marketing: An Hour A Day! I wouldn’t classify myself as a “Power Twitter” user (though some who follow me might claim otherwise) — I feel I’m a judicious user. So why am I writing this book? I literally AM the person who really only had an hour a day to devote to Twitter, so I feel keenly qualified to write this book. I’ve had to learn how to make maximum use out of my Twitter time and understand the purposes it serves me, my agency and my clients. What I’m going to bring to this Twitter marketing book is my award-winning marketing experience and pragmatism, my love of educating and evangelizing those things I believe in, and my no-nonsense style of writing.
My book is going to be a Twitter for business book. At 400 - 500 pages, it’s not going to be a simple primer or handbook. A B2B book, it’s written for the serious marketer, entrepreneur or newly assigned social community manager from companies large and small. It’s going to provide detailed information on Twitter user statistics and demographics, Twitter for branding and direct response strategies, scaling usage based on one’s organization and objectives, measurements and unique tools and Twitter conventions. The book will present examples, case studies and creative uses of Twitter as executed by real companies.
And to demonstrate the power and efficacy of Twitter, I also want to bring YOU into my book writing process. I have created a group of Twitter users on Twibes called “HollisTwitterArmy.” Anyone is welcome to join, so please do. I hope to leverage members of my “army” to help source information, answer questions, showcase yet another way Twitter can be used as a marketing tool…not to mention break through my writer’s block! Along the way, I think HollisTwitterArmy Twibe members will meet other good, smart people to follow and those relationships, in turn, will be individually beneficial. If you’re a Twitter newbie, you’re welcome to join too — there’s nothing better than watching something in action to learn how it can be done! I thank you in advance for your contributions and your support of my undertaking writing Twitter Marketing: An Hour A Day!
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Congrats!
It sounds like a great book. It will be on my list. Agencies and Facebook / Twitter Social Marketing.
.-= Marco´s last blog ..Agencies and Facebook / Twitter Social Media Marketing =-.
Great idea. Any idea on the ETA for the book release?
Way to go, Hollis! Really looking forward to your book, and so very excited to be a part of the research you’re compiling =) Tweet on!
Comment by Lauren — June 25, 2009 @ 8:14 am
Im in the group and looking forward to the book. I promote printing products via the web (go figure!) and have found twitter to be a powerful tool.
Wow! Thanks for the comments and atta girls, Everyone!
Marco, I’ll have to check out your blog.
Shannon, the book’s ETA is November 2009 (click on the Amazon link above — you don’t have to buy anything if you click-thru)
Lauren, well what do I have to say to you? You are the #1 lieutenant in my TwitterArmy!
I’d like to encourage everyone to join & help contribute to my book! http://tr.im/oGVD
Dear Hollis,
I am so happy for you and the Hollis Army Team!
It is quite satisfying to have our collegial relationship evolve from being one of your ClickZ article readers, to being a contributing author and your Technical Editor.
Thank you for being part of the Web 2.0 community who loves and cares about it like you do. I am especially grateful for the trust you have extended.
I do not think you are being a cynic. You are just writing what you see and i actually agree with you!
Comment by Toskana Ferienh — June 27, 2009 @ 12:42 pm
Update on the book’s official release date:
January 4, 2010
I think the twitter is a powerful tool and I like it .
Comment by winter coats — December 3, 2010 @ 2:55 am