I had a cool social media twitter marketing experience yesterday. The company I work for was looking for some project management software. I had a couple ideas, but I thought I’d see if the twitter community could offer any suggestions. I posted a tweet asking opinions about a certain software (Company A). I didn’t get any reply’s (sadly) to the tweet, but I did get a new follow soon after. I checked out the new follow’s twitter profile, clicked through to their web page, and found myself on a competitor’s (Company B) website to the software I mentioned in my tweet. Brilliant!
Here’s how I think this works. Company B is using a twitter search (twitterfall, search.twitter.com, or the like) to filter any tweets that mention certain words in reference to Company A. When they saw that I mentioned Company A, they simply followed me. That’s it. They rely on the fact that I’m curious enough to find out who is following me. Plus, they have a huge advantage–I’m already thinking about project management software in the back of my mind. So when I land on their site, I’m much more likely to stay awhile and see how Company B compares to Company A.
This is smart marketing because I, personally, did all the discovery. I was not bombarded with a message or an ad, I was simply given an opportunity to discover something on my own. When I found their site I was excited because now I have another potential solution to offer my employer. And it wasn’t forced discovery, so I’m more likely to recommend Company A and Company B to anyone who is looking for project management software.
This technique has huge potential for social media marketing.
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