Drinking the Twitter Kool-Aid

I still find it hard to believe the number of businesses generally, and small ones in particular, who appear to have swallowed the Twitter Kool-Aid when it comes to promoting their business online.

In the legal space I see big firms with significant marketing resources focusing an inordinate and disproportionate amount of time (and money) tweeting.

I wonder what analysis is carried out as to how effective this “strategy”, and I use that word advisedly, is.

Do they have any way of measuring the return, if any?

How do they define success? Failure?

Do they compare this so-called strategy with others open to their marketing efforts?

Have they measured how many clients or serious queries and leads they have generated from Twitter? Are they measuring conversions?

Have they defined any conversions for their efforts?

Have they considered an alternative way of tapping into the power of the computer that all of us carry around with us in our shirt pockets or handbags?

Twitter has some uses for a business owner. But they are not what you might imagine. And certainly not what most business owners have been told.

If you have read this far you may be interested in my book about online marketing. It sets out the strategy I have used for around ten years now.