Is Twitter still a good marketing channel?

With so much focus on Facebook and Pinterest, has this network lost its value?

I explore these questions with Brian Solis in this episode of the Social Media Marketing podcast.

More About This Show

Social Media Marketing Podcast w/ Michael Stelzner

The Social Media Marketing podcast is a show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

In this episode, Brian Solis, author of The End of Business as Usual and Engage and principal analyst at Altimeter Group gives us the scoop on Twitter for business today.

Brian shares insights into how Twitter has changed and what works on Twitter today.

Share your feedback, read the show notes and get the links mentioned in this episode below!

Listen Now

You can also subscribe via iTunes, RSS, Stitcher or Blackberry.

Here are some of the things you’ll discover in this show:

Twitter for Marketing Today

Why is Twitter still important to businesses and what’s different?

You’ll discover why Brian suggests you consider Twitter as an information network instead of a social network. As a “human seismograph,” Twitter is both an inbound and outbound tool that can give you the information you need to execute successful business strategies.

Listen to the show to hear what this means for your business.

What can marketers learn from the statistics available on Twitter?

Twitter provides access to its own API so that people can get statistics they need for incredible analysis. Here are some current Twitter stats:

  • 175 million tweets daily
  • 20% of Americans who use the web also use Twitter
  • 8% are active every day on Twitter

Brian explains how these statistics show that Twitter is becoming an extension of public conversation and how people are finding value in this conversation.

twitterverse 2012

The Twitter API allows more Twitter statistics to be available to us.

Listen to the show to learn why the people who don’t tweet are getting as much value as the people who are tweeting.

How is Twitter impacting today’s pop culture and what does this mean?

In America, pop culture is strong. For example, television actively encourages people to tweet during live events such as America’s Got Talent and American Idol. Twitter branding is omnipresent when it comes to television media.

This is because Twitter is a platform for shared experiences and it’s a very human network.

news tweets

News no longer breaks, it tweets.

Listen to the show to discover why Brian thinks Twitter’s role in popular culture will increase even further. 

How does the integration of multimedia on Twitter impact users?

Twitter has historically been about text, but they recently added images and integrated video capabilities into the interface.

As Twitter is a platform for shared experiences, when you tweet, you now take on the role of producer and publisher of a media outlet in your own right.

Listen to the show to learn how multimedia increases the power of Twitter.

Are there any businesses out there that are creative on Twitter?

Brian shares how to approach this question. You’ll learn about his experience with one company he really admires for their approach to Twitter.

And you’ll discover how Brian is personally using Twitter to listen and inspire his content development strategy.

Listen to the show to find out how you should consider structuring your Twitter marketing plan.

How do you get the best results on Twitter?

Brian has learned over the years that one of the most powerful things that marketers need to start thinking about in terms of Twitter is the idea of resonance.

Find out why it’s important to look at how long a tweet stays alive in the Twitter stream and why you should start designing with resonance in mind to have a greater impact.


Your Twitter strategy should focus on acquiring resonance.

Listen to the show to find out more about this critical element to get the results you want from Twitter.

Survival Tip: Content Marketing

In the business of creating content, first impressions are essential. In this section I share an insider tip on creating great first impressions on your blog posts.

Listen to the show to learn how to make great first impressions on your blog posts to keep your readers engaged.

Shout Out: Content Marketing World 2012

content marketing worldAn awesome event called Content Marketing World 2012 is happening in a few weeks. I attended this event last year and was blown away. This year it’s in Columbus, Ohio, September 4-6, 2012 and there are a few tickets left.

If you are in the business of creating content, this is the leading event to attend.

Listen to the show to get a special promo code to save $100 (first 5 minutes).

Key takeaways mentioned in this episode:

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What do you think? What are your thoughts on twitter marketing? Please leave your comments below.

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  • Excellent post and worthy reading it especially as I am a great fan of using twitter and thanks for sharing great knowledge with us.

  • Thanks Ayaz – And do listen to the show 🙂

  • I wonder if I can listen to this at work without anyone noticing… I will try xD looks very promising!

  • Put on your headsets OR go for a walk and pull it up on your phone 🙂

  • Wasn’t able to listen yet, but enjoyed the text — thanks Michael. For me personally it hands down still matters. There’s no other platform right now that I can search for a client’s target market based on keywords they are using and start chatting them up. It’s unbelievable how many of these quick chats result in sales for our clients. 

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  • Josh Grossman

    Hi Michael – It would be great if you could transcribe your podcasts, similar to Jay Baer, who uses Speechpad.


  • This is a great Interview Michael. Production quality is good, but tribal music and the pushy Australian guy play second fiddle to Brian Solis, and actually you. You’re one of the better audio content creators in my opinion – you’re a good writer, but you’re really good at this audio thing. Maybe look into getting on FM radio! Or a show like Dave Ramsey on talk radio. I’m genuinely impressed, great job.

  • and I’m going to try to give you the review on iTunes. I don’t know if I can get into my account, but If I can  consider it done. If anyone else has trouble listening, come back later and figure it out – you’ll be hard pressed to find a better quality of audio show in this niche. 

  • Thanks so much Adam 🙂

  • Thanks Justin – I think twitter is here to stay for sure

  • Mark Garner

    Great podcast, but Michael really needs to eat his own dog food when it comes to introductions.

    I mean it’s 7 minutes before we hear Brian Solis speak, that’s a third of the podcast is made up of Michael waffling on about God knows what and various self promotion. (Thank heaven for the slider control so we can zip past all that.)

    The text on this page says it’s a podcast of Brian Solis, so that’s what we’re expecting. It doesn’t say the first third is Michael doing self promotion.

    I mean we’re already on the webpage, and there’s plenty of promotion of the various events on the page, so we get it already about the different events and opportunities. No need to force it down our throats.

    I don’t mind a little promotion but I think over 30% is a little extreme.

  • Michael,
    I enjoyed the interview. I listened to the portion where Brian talked about his work with the global co with numerous accounts a few times to really get it. Very sensible approach. I listened to Brian’s explanation of resonance and his experiment with two accounts a few times, too. I’m missing one key bit of info I hope you’ll enlighten me on. Was Brian suggesting to use one account for tweeting out resonant content and another for personal conversations? I primarily use one account and sometimes wonder if people unfollow me because I have personal conversations with professional colleagues. Looking forward to your thoughts on this.
    PS: Great blogging tip up front, which I will use!

  • Hey Mark,

    Thanks for your comment Mark.

    However clearly you didn’t listen to the first seven minutes (which is your choice of course).  Because if you did you would know there was zero self promotion.

    My monologue included an event that I strongly suggested folks attend that is not my own event (and that I have no financial stake in) and a tip on how to create valuable introductions to blog posts.

    I’d encourage you to have a listen again.  I’m happy to eat my own dog food, but in this case you are barking up the wrong tree. 🙂

  • Thanks Michael – I believe what you mentioned is precisely what Brian was suggesting.  If you believe in this age of Klout and all that crazy stuff, you can easily create multiple accounts for different purposes.

    Now having said that, I should clarify that I have two accounts on Twitter.  One is @mike_stelzner (my personal account) and @smexaminer.  The second one is nearly 100% dedicated to promoting our content and the first one does that and also allows me personal freedom.

  • Frank Eriksen

    I have listened yet – but I’m sure I won’t like it! (Just kidding.) My point is we are all in the self-promotion business. I’m self promoting by commenting on some comments. “Let he/she who is without ego, cast the last promo.”

  • Frank Eriksen

    Now that I have noticed my typo, (should be “haven’t” instead of “have”) – I’m posting a correction of my previous post. I’ll proffe read better nxet time.

  • Too funny Frank 🙂

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  • Gayle

    Hi Michael. I thought the content (the tips) in the first 30% of the podcast was even more useful than the interview.

    One other comment: did the opening voiceover say Michael Selzner (without the “t”)? Your voiceover guy may need shootin’.

  • Just  tweeted this one for you Michael.

    #Twitter #Marketing #Tips  @Mike_Stelzner @BrianSolis”TWITTER FOR MARKETING TODAY” (Amazing Podcast) @smexaminer

  • This is an amazing article. I really do feel as if Twitter is not anywhere near as big as it’s going to be. It got huge quick, and I can only wish I would have been using it since the day it came out. It has been awesome for us. I am also going to tweet this for you! @OsideRida06.

  • I think that Twitter marketing still
    matters. However, only if you are doing it right and that could be the problem.
    I myself have struggled doing a successful Twitter marketing campaign and I was
    really desperate so I have decided to let somebody/something help me. I came
    across this tool
    called the Analytics and it didn’t helped me just with Twitter but with other
    social media as well. I was able to do a lot of things. The only disadvantage
    is that it is not for free. However, it helped me a lot so I have decided to
    pay for it. They offer 14-day trial for free when you can just try what it can

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  • Very good article.  Businesses and marketers ignore Twitter at their peril!

  • Guest

    I use Twitter because I like the “human” aspect of it.  But I read recently that the life span for tweets is shrinking daily.  This is where resonance comes into play to make that tweet visible for longer.  Using images and video is a good leap towards that resonance.  

    Thanks for this podcast because Brian provided some great information that I’m going to incorporate into my Twitter marketing.

    Really like these podcasts….keep them coming!

  • Thanks Keith!

  • Thanks Gary

  • I agree Steven

  • Twitter is definitely still a huge market with great potential.

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  • Twitter Marketing offcourse matters, we can’t ignore the presence and importance of Twitter, as twitter is not only a social networking, its a phenomenon and we have to accept the presence of twitter.

  • Pingback: What Twitter’s For, Write Right Online, and Jocks’ Facebook Pages « Chris Miller [Branding &] Digital()

  • carl

    nice article very informative

  • Absolutely wonderful post. there were so many ideas that I got from you and now I will have to happily and excitedly re-purpose my future blog posts. Very well done and thank you so much for sharing such n important post. I also appreciated all the comments you generated from some very experienced bloggers.

  •  I use Twitter because I like the “human” aspect of it.  But I read
    recently that the life span for tweets is shrinking daily.  This is
    where resonance comes into play to make that tweet visible for longer. 
    Using images and video is a good leap towards that resonance. 

  • Wow
    actual expert useful information. Rarely do I see a blog that actually
    has good information. I used the weblinks to point a few of my customers
    to your information. You are a long way from us so no worries on
    competition. Either way you have some great information and well written

  • So if your not Famous, Good content, boring you would probably be poor on Twitter mrketing… hrmm I guess thats me. lol

  • Benly,

    I think its not about being famous, its about how your tweet make sense. lol 
    Thank you anyway for this informative and full of sense article Michael. I enjoyed reading it and also the comments.

  • That’s right Stanley. Good idea.

  • Pingback: Behind the Hype: Where is Twitter Marketing Now? Little Jack Marketing and PR IncLittle Jack Marketing and PR Inc()

  • Thanks Michael for these incredibly powerful podcasts – Brian is so exceptionally powerful in his message.  

  • Highly skimmable content…will start doing this…listening to the interview with Brian Solis right now.

    I like that Brian suggested that Twitter is the human information network.