PRACTICE MANAGEMENT | SOCIAL MEDIA |
TWEETOR NOT TO
Lewis discusses the trials and tribulations of twitter, and how to make every character count
TWEET I
ÔTwitter veteranÕ Wendy
WENDY LEWIS is President of Wendy Lewis & Co Ltd, Global Aesthetics Consultancy, author of 11 books, and Founder/ Editor-in-Chief of www.
beautyinthebag.com since 2008. She is a contributor to a number of trade and consumer publications in the USA and Europe.
98 ❚ contact
wl@wlbeauty.com March 2013 |
prime-journal.com TO
ADMIT IT: I AM A TWITTER veteran. I can recall being invited to the Merz headquarters in Frankfurt in 2009 to brainstorm about the state of global aesthetics, and the
marketing department were mystified by my fascination with the quirky pastime of tweeting. Fast-forward to 2013, and I still tweet daily on multiple accounts and have amassed a collective following well into six figures. The Twitterverse has certainly
evolved. Twitter has become a fundamental component of marketing for businesses. Although the US is still by far the largest user of Twitter, Latin America, Asia and Europe are tweeting at a record pace. For practitioners and clinics, Twitter is a platform that gives them a voice to communicate with their geo-targeted audiences, and grow their client base. It also serves as a connector to other social media platforms, including Facebook, Instagram, YouTube, Pinterest and more. Another thing that has grown out of
this trend is that the relationship between social media and search has changed: they are now forever intertwined.
Reaping the benefits of Twitter Twitter has become the most efficient way to instantly communicate with the masses, and
is now the leader in the
social media world when it comes to conversations about brands. Users turn to Twitter when looking to speak directly to a brand or find out about other peopleÕs experience with a brand. It is also used as a default customer service and complaint bureau. Once when I was stranded by JetBlue due to an emergency landing to refuel over New Jersey, I reached out to JetBlue on Twitter to find out when they would be sending a plane to get us to JFK. Twitter is like a virtual word-of-mouth,
that allows users to share their thoughts on people and places in real time. We all know that word-of-mouth is the most trusted form of advertising because the person providing the recommendation or shout out, has used the service or product and is speaking from personal experience, which is hopefully unpaid. Recommendations, reviews, and ratings have become a force to be reckoned with online for all service businesses. When choosing a restaurant, hotel, airline or vacation spot, a recommendation from a source we trust will more likely influence our decision. For medical aesthetic clinics, interacting with clients via Twitter can allow positive impressions to be built and shared, and brand ambassadors to be developed. By prompting users to retweet your tweets and share their favourable opinions with their followers, it may ultimately lead to an increase in business. Clinics can benefit greatly from using
Twitter as it allows a practice to announce milestones, such as an anniversary or a new office opening, and to get the word out about new offerings, special deals, open house events, and media appearances. It also drives followers to your website, Facebook page, YouTube channel, and blog when linked back to these sources.
Tweet and retweet Even more so than Facebook, Twitter is an entirely portable method of communicating because the posts are so much shorter and less complex. Users can tweet through their computers, tablets or mobile phones, since Twitter is an instant form of communication. To the novice, tweeting appears to be a
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