TicketNetwork of Vernon, Connecticut, is a fast growing technology and online ticket marketplace company . This online company uses social networking and social media channels to engage consumers. Social networking channels like Twitter and Facebook are important new marketing channels to engage and serve customers. The following is a brief analysis using TicketNetwork’s Twitter channel postings to provide insight on Twiiter marketing in action.
Twitter Engages Consumers
TicketNetwork uses Twitter as a social networking tool to engage customers and spread word-of-mouth for its online ticket marketplace product and event listings. Twitter is available via both website and mobile phone texts and has become a vital social marketing channel to focus on consumer engagement. Twitter channel business usage is a popular growth strategy tool for consumer-focused businesseses like this company.
TicketNetwork uses its Twitter channel for customer engagement to both market to customers and provide customer support via mobile text. Twitter posts or ‘tweets’ can be followed by customers, and customers can post or ‘tweet’ or ‘retweet’ TicketNetwork. Like many consumer businesses, Twitter is both a newer marketing channel in general, and its usage will likely grow over time.
Key Highlights from TicketNetwork’s Twitter Channel
First, TicketNetwork uses its Twitter channel on a regular basis. Daily and multiple-daily postings are very important to a successful engagement approach. Twitter users are highly engaged to the tool and users value frequent posting. While website users may have a need for succinct messaging, Twitter postings must be frequent to appear ‘fresh’ and timely. Frequent postsings, even when repetitive, are important to engaging the often high-volume Twitter users.
Second, TicketNetwork also responds to Twitter users who ‘tweet’ the company. This engagement adds customer service and engagement. Younger customers, who text frequently, will likely find quick responses to tweets particularly valuable. Marketers need to engage with customers to best understand the expected user experience. Market research is important to get the best insight on customers and the Twitter channel experience.
Third, the company’s website prominently displays the Twitter link using the familiar Twitter logo on all website pages. This integration is implemented on its second social strategy channel, the TicketNetwork Facebook page. These steps not only ensure customer awareness, but also ensures customer service awareness.
When multi-customer channels exist, customers get to choose ‘their way’ to engaging with the company. While some customers will rarely or never use the Twitter channel, others may find the frequent engagement highly appealing. Since Twitter users tend to be socially-networked consumers, the ticket marketplace seems a good channel to reach its customer-base.
Fourth, the tone of the tweets’ reviewed were friendly, brief, and often timely in nature. One way to ensure the important need for a Twitter messaging and branding consistency – Twitter guidelines and Twitter strategy goals.
Company-specific Twitter Guidelines and Twitter Strategy Goals
Clear company-specific guidelines and strategy goals are an important part of Twitter marketing management. When reviewing TicketNetwork’s twitter feed, the tweets’ content sometimes crossed the fine line between the posts being ‘too friendly’, which may be problematic. The ‘fine line’ between frequent postings and irrelevant content may be tough for many consumer companies. Like all companies, TicketNetwork needs consistency in its approach on Twitter messages.
To create consistent Twitter messaging, clear, written strategy guidelines and ‘voice/tone’ Twitter guidelines must be created, followed and updated. Clear and concise company Twitter strategy guidelines and tone and messaging goals create message consistency and provides a more effective use.
All companies should adopt standards to provide a consistent ‘brand image’ to the customers while simultaneously providing the close engagement only social media creates. Twitter guidelines help to ensure tweets are not overly familiar, create clear messaging, and achieve consistent goals.
Twitter spokesperson(s) use these clear guidelines for posting content. In addition, frequent reviews of tweets should be done to both ensure consistency, and to change guidelines as your strategy and experience objectives evolve. A company’s Twitter channel, much like the Facebook channel, presents a key branding image for your company. Due to the close engagement with social channels, constant review ensures a positive affect.
TicketNetwork uses Twitter engagement well by frequent updates, friendly tone, integration with customer service, and as part of a multi-channel social media engagement strategy. Customers can engage with TicketNetwork in a number of ways, both traditional by phone or email, and new channels such as Facebook and Twitter.
For more information on TicketNetwork, see the TicketNetwork web site, TicketNetwork Twitter feed, and the TicketNetwork Facebook page.
For more information on social media strategies and online marketing, see Sharyn Laney’s examiminer.com online marketing advice channel articles. For general consumer online tips, see laneysguide.com