Case Study: How MarketingProfs uses Twitter
Friday, January 22, 2010
Over on MackCollier.com this week we've had a fabulous discussion about what happens if your company has 1 person that's handling your social media strategy, and then they leave. In the post, I referenced how MarketingProfs does a great job leveraging Twitter to connect with its users.
And then I got to thinking that other companies could definitely learn from what MP is doing with Twitter. So I fired off an email to Ann Handley, Chief Content Officer at MarketingProfs (and all-round superheroine in the true 70s SuperFriends sense of the word), and she quickly agreed to share with us the following interview. Now I think most of my readers know this, but here are the disclaimers for this post:
1 - I frequently write articles for MarketingProfs, and posts for the company's blog, Daily Fix.
2 - I think Ann Handley is the bee's knees and she's one of my favorite people on the planet.
And I also think that companies, especially startups and virtual companies, can REALLY learn from how MarketingProfs uses Twitter. Here's my interview with Ann:
Mack Collier - Why Twitter? What did you see in the site that made you think that maybe it could work for MarketingProfs?
MC - Was there one 'it' moment that made you realize that Twitter was going to help MarketingProfs? If so, what was it?
MC - You are now one of many MP employees on Twitter, but I believe you were the first one, right?
MC - Did you have to twist any arms internally to get others from MP on board, or did they see the value as well? How did you sell them on the value of Twitter?
MC - In the framework of Marketing Profs' social media strategy, where does Twitter fit in? Is it the centerpiece? Or is Daily Fix? How do you rank the tools in terms of importance for MP?
Thanks Ann! Ok, two things that really stuck out to me from reading Ann's answers:
1 - Love this quote from Ann on why she started using Twitter: "But still, people I like and respect were crazy about Twitter. I started to wonder if I wasn't missing out on something." That is the EXACT reason why I started using Twitter. I couldn't see the value, but I kept seeing smart people like @Armano and @KatieChatfield using Twitter, so I figured if they are using Twitter, there must be something there.
2 - She started out using Twitter as a broadcast tool. Yes that's right, most of the people that NOW use social media very well, got to that point through trial and error. And honestly, I used Twitter in the same way at first (*blush*).
posted by Mack Collier @ 10:32 AM,
- At 3:34 PM, John McTigue said...
Wow, that's really interesting that Ann now embraces Twitter almost to the same level as their blog. I would never have guessed since the blog is so powerful and authoritative. I too believe in the power of Twitter, especially since you can so easily channel your stream into useful lists. I learn a lot, I engage a lot, and it pays off in many ways.
- At 4:37 PM, Maggie said...
Nice interview, Mack :) My own experience with Twitter was very much the same.
One small suggestion for Daily Fix & Twitter: the tweetmeme button on the blog is retweeting something like this:
RT @tweetmeme Tactic Lust | MarketingProfs Daily Fix Blog http://bit.ly/8A4Fbc
I believe they could easily fix this so if I like a blog post and want to retweet it, the Twitter ID would be @MarketingProfs :)
- At 5:14 PM, Anita Campbell said...
Great interview, Mack. You brought out insightful points that will be helpful to other publishers and site owners. - Anita
- At 9:42 AM, lisahickey said...
I love this interview. Thanks to you both, Mack and Ann. Interestingly, when I started on Twitter you were both people I gravitated to immediately (out of hundreds, even thousands of tweeters) because of your thoughtfulness in talking about the media. At the time, I had no idea you were connected in any way.
My "aha" moment with Twitter when one night at 4 am when I talked to a random women about sexism in the workplace and people from all over the world joined in. Someone began translating my tweets into Spanish and retweeting them. Another person started calling for hashtags. It was amazing, inspiring and empowering all at once.
Not sure where all these tools and technology will lead us, but I sure as heck want to find out.
Many thanks for your words and ideas.
- At 9:45 AM, Stan Phelps said...
Thanks Mack and Ann. Very insightful.
- At 2:11 PM, Karen Swim, Words For Hire said...
Mack and Ann, I happen to think the world of both of you and credit you with helping me with my own journey through social media. From plurkshops to fancy twitter tools you were there when...
This is a great interview and it's nice to see the inside story of a company's adaptation of the tool. Thank you both for sharing!
- At 10:43 PM, John R. Sedivy said...
I really enjoyed this interview, especially the reasons for using Twitter. I have been asked the question of the usefulness of Twitter, and in my experience those who haven't come to the self-realization of the utility generally don't get it, even with detailed explanation. Over time, the "ah-ha" moment usually strikes. It will be interesting to see how users evolve Twitter's use as it matures.
- At 10:05 AM, Rachel Happe said...
Great interview - I think it is extremely useful for newer adopters to understand that the rest of us were also a bit tentative and bewildered by Twitter initially as well. We recently did a case study on how we use Twitter at The Community Roundtable (with results), if people are interested in how we've evolved the use of Twitter for business. It's here: http://www.slideshare.net/rhappe/using-twitter-for-b2b
- At 4:48 PM, JCMeier said...
I think this interview might actually help me a bit. I'm trying to find better ways to use Twitter, all the while I still kind of hate it, and I think now have a better sense of direction here. Thanks.
- At 2:54 AM, Jamie Search said...
That was a really interesting interview. You raised an insight into Twitter that will be helpful to other businesses.
- At 6:30 AM, Mack Collier said...
Guys thanks for the comments and glad you enjoyed the interview with Ann. I think this point by Rachel is extremely important:
"I think it is extremely useful for newer adopters to understand that the rest of us were also a bit tentative and bewildered by Twitter initially as well."
And I think that can be extended to ALL forms of social media. Often, the people that are the 'best' at using a particular tool are the ones that have made the most mistakes with it.
- At 11:48 AM, Jen said...
Never judge a book by its cover. Twitter seems useless but is actually very valuable.
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