Friday, April 17, 2009

Size Matters?

With all of the talk of Ashton Kutcher and CNN's battle to reach 1,000,000 followers on Twitter, it made me think back to a recent conversation I had with a respected PR firm. Ya see, it seems as though to some, having a big Twitter following is really important. Without any qualifying statement, that was what I was told during my conversation.

I say that's a load of crap.

Just like in traditional marketing, a clear understanding of each tools' strengths and weaknesses, lined up against attainable metrics for a given business or marketing challenge is key. Then building the right components and metrics for each, is what puts a marketer on the path to a successful effort. The ROI will come as you look at your overall program objectives, not the success or failure of one particular channel.

And that's where it all has to start. Whether we are building a Web site, doing SEO planning, creating a display campaign, or looking at Web 2.0 tool to use, it all must start with a clearly defined business or marketing objective.

Does the size of your Twitter count matter? The answer is - that it depends. Most critical is in the size of the results/learnings against your plan.