“Twitter Didn’t Work For Us!” Well, that’s because…

by Kevin Jones on June 24, 2010

What is your ROT?  You know, your Return on Tweets?On Flickr by SashaW

According to a survey, 4 out of 5 marketers could not make a connection from Twitter to higher revenue.  Why is that?

There are two main reasons: 1) They don’t get IT or 2) They don’t GET it or 3) They shouldn’t get it.

1) Most efforts try Twitter because it is the IN thing to do, without even really know why why they are doing it or how.

2) Then they try to calculate the ROI of their time on Twitter and don’t see a relationship.  When looking at Twitter, it is true that few can directly link revenue to Twitter, like Dell.  But that is not the point.  The point is to engage the customer (or potential customer) – the revenue is something that will happen.

3) Many realize that they shouldn’t be using Twitter for the reasons they are, or even at all.

Yet, at the same time, you can’t fault a company for trying.

So, they are either using it incorrectly or they shouldn’t be using it at all for the reasons that they are.  How do you fix that? Keep trying or change your Twitter goals.

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Tagged as: goals, revenue, roi, Twitter

  • http://twitter.com/LinguaTV LinguaTV

    Apparently #Dell has generated “$6.5 million in #revenue from their #Twitter presence (about 6 months ago). Although it´s a tiny percentage of Dell´s total sales ($60+ billion), I still don´t understand how they did it. Only with coupons and sales? The question will be: How will you be able to monetize your Twitter (and other social media)? The answer still isn’t clear … at least to me … ;-)

  • http://engagedlearning.net Kevin D. Jones

    Here is my take. First of all, they are in the right market. Early adopters of Twitter were tech heads – the same people Dell goes after. Also, it wasn't always like that. Dell had a bad reputation for poor customer service and was getting hit pretty hard. They started using existing sites, blogs and then Twitter to turn it around and show that they can be personable in their customer service. It was really taking something that was going down hill and turning it into a success story. And lastly, almost because they HAD to be, they did Twitter correctly – they ran it not as DELL, but as a real person who worked at Dell. It was very personalized and they would actually respond, whereas most companies just want to push information out. They actually respond to people. There is a magnetic draw for being real.

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