Last week I looked at some of the marketing strategies that are working on Facebook according to the September 2009 MarketingProfs survey of business-to-business (B2B) and business-to-consumer (B2C) marketers.
Today it is time to turn that attention onto what is working on Twitter.
Most marketers are using Twitter to simply drive more traffic to their web site. The most common tactics are direct linking to web pages or promotional pages.
As with the Facebook results, what works in the B2B market does not necessarily work for B2C marketers and vice-versa.
In the B2B space, companies are successfully using Twitter as a brand monitoring tool (41%). What I found really interesting was that 36.7% of B2B marketers are contacting Twitter users who tweeting negatively about their brand.
Now since you need to monitor your brand (40.7%) before you can contact users who are trashing your brand (36.7%) that would mean that nearly everyone who is monitoring their brand via twitter is also engaging in the conversation.
The numbers are similar in the B2C space with 46.9% of marketers actively monitoring their brand on Twitter with 44% contacting the Twitter users who made the comments. Who knew that reputation management was such an integral part of the marketers toolkit in 2009?
I find it interesting that almost over 37% of marketers surveyed say that they are successful using Twitter invites for in-person events. I have seen this tactic used for meetups, but I am surprised that so many respondents are successfully this tactic in the B2B world.
Though some firms, such as Dell and Naked Pizza, have reported success in the area, the study found that driving sales was the least effective marketing tactic attempted by companies using Twitter.
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