It completely misses the point.
Here’s what their website says:
Twittertise allows you to advertise on Twitter and track the success of branded communications with your customers.
Using Twittertise you can schedule your communications on Twitter and using URL tracking technology measure the effectiveness of your traffic driving techniques on the platform.
So, what’s wrong with this message? Well, let’s pull it apart, shall we:
- “Twittertise allows you to advertise on Twitter” – They’ve got it wrong from the first sentence. Anyone who thinks Twitter is a vehicle for advertising doesn’t get it. Advertising does not belong here.
- “track the success of branded communications” – This phrase just feels slimey. The reason a brand would use Twitter shouldn’t be to track success, it should be to make connections with people. And what exactly does “branded communications” mean anymore anyway.
- “with your customers” – Twitter is a place for humans to talk to other humans. Start thinking of Twitter as a vehicle for “customers”, and you’re bound to turn them off.
Now on to paragraph 2:
- “Using Twittertise you can schedule your communications on Twitter” – Scheduling communications? So Twitterise is suggesting you should send out messages when you’re not online? Which, to me, sounds like spamming.
- “measure the effectiveness of your traffic driving techniques” – Wrong wrong wrong! You should never be posting tweets to drive traffic. And who even talks like this?
Now don’t get me wrong here. I use Twitter to announce news and offers on my site. I’ve got Twitter search feeds set up so that I can be alerted if you’re talking about me. I’m finding it to be an incredibly cool tool to keep in touch with customers, friends, and people I admire.
I’d recommend that big brands do the same. There are definitly good reasons for joining twitter.
But like any other social media tool, the 1.0 approach doesn’t work. It’s not about spamming. It’s not about measuring and tracking. It’s certainly not about driving traffic. It’s about real, human connection. It’s about conversation, individuality, personality.
So if your brand’s Twitter feed is being driven by an automated service, and not a real person, you don’t know a thing about what marketing is about anymore.