Can You Get ROI From Simple Words on Twitter?

by · January 25, 201314 comments

The amount of information available today is unprecedented, and it only continues to grow. In October 2012, Twitter processed over half a billion tweets a day—up from a paltry 200 million a day in 2011 and an embarrassing 50 million a day in 2010.

These days, social media is an extension of our consciousness.  When making social media updates, we’re not carefully composing eloquent thoughts and putting them through an editorial process before publishing.

Instead, we’re broadcasting a thought that used to exist only in our head to the world.  Thoughts such as “I’m hungry for some Thai food” or “I hate (any product/service in the world), I really need to find something new” or even “Thinking of ideas for my next marketing blog, any ideas?”

These are buying signals: social updates that show intent, need, or desire for a product, a service, advice, or direction.  If responded to appropriately, buying signals allow marketers to connect directly with a customer or prospect.

But once you locate a buying signal, what should you say? There’s no magic formula. Each industry, each product, each service has a distinct customer.

As a marketer, you should understand how your customers and prospects like to be talked to, how they like to be approached, and what kind of response you should have. It’s also important to remember to be human and understand what is going on with the person you’re reaching out to.

For instance, responding to someone’s tweet of “My house just burnt down, I lost everything” with “We have a special on furniture this week, stop in” probably isn’t the wisest move.  Responding to “Blew my putts on the last 4 holes, chucked that putter into the woods.  Good riddance!” with “Whoah there Happy Gilmore.  You should take a look at our new putter, which is guaranteed to shave 3 strokes off your game” is a much better idea.

There are ten types of social media buying signals that fall in three major categories. Here’s what they are and how to respond to them:

1. Fact Check, Advice, Referral, Brainstorming, Recommendation: These types of buying signals bring you people generally seeking information.  If someone seeks information about your area of expertise, it is a perfect opportunity to engage them, share your knowledge, and grow your reputation.  Respond with valuable information and become the expert.

2. Desire, Shopping, Seeking: These are people who are interested in purchasing or have an imminent need.  Engage them and bring them to you.

3. Broken, Stolen: These buying signals show someone who has recently lost or broken something.  While they definitely will need to replace what they’ve lost, be sensitive – if your car was just stolen, do you want a car company tweeting their latest model to you?  Probably not.

As our thoughts and desires continue to amalgamate with social media, Buying Signals offer marketers a new opportunity and more efficient way to connect with their customer on their own turf.  By identifying and engaging a customer, or potential customer, who is telling the world of their need, you are in effect, connecting with one of the most relevant and highly engaged leads ever known to the business world.  Understand how and when to respond and you’re well on your way to delivering new customers right from your Twitter account.

 

About the author: Brendon O’Donovan began his career at Vocus as an account manager, providing guidance, best practices and customer support to clients.  Brendon is now the Product Marketing Manager for Vocus, providing training and education for the sales teams and launch guidance for Vocus’ array of marketing and PR solutions.

 

 

Did you enjoy this blog post? If so, then why not:Leave Comment Below | Subscribe To This Blog | Sign Up For Our Newsletter |

About Nichole Kelly

Nichole Kelly

Nichole Kelly is the CEO of Social Media Explorer|SME Digital. She is also the author of How to Measure Social Media. Her team helps companies figure out where social media fits and then helps execute the recommended strategy across the “right” mix of social media channels. Do you want to rock the awesome with your digital marketing strategy? Contact Nichole

Other posts by

Comments & Reactions

Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Professional Copywriting

    Spammers
    would certainly be trying to leverage the good standing of services like
    Livefyre to sneak their webspam onto blogs and while it might seem like there
    is no incentive to fix any difficulties like yours in reality if a spam filter
    is excluding valuable comments that the webmaster wants to see they will start
    to think about using another spam filter that works better. The engagement that
    you start the post with is the very reason why they need to understand the
    comment service world more fully so that they don’t intrude on their users’ networking.

    • http://occamsrazr.com Ike Pigott

      Well played, Comment Spammer.

      Well played.

  • http://tiny.cc/tvphone Mobile Mark

    What about Facebook spams?

  • Pingback: Listen for Buying Signals | digitalnews2000

  • http://www.squarefishinc.com/ Squarefish

    Being in the SEO business for a while now, I realized the potentials that comes along with Social Media. And as far as social media is concerned, Twitter is definitely among the top medium. Got to admit though that there are still a lot of things that I have to learn. Thanks for this post. 

  • http://www.thinkbigonline.com/internet-marketing-consultant/ Think Big Online Internet

    Social networking sites allow those leaks to go viral, and be seen by many users more quickly. Time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television.

  • Jesi Jekson

    TOP 6 Horrible Plane Crashes | Horrible FOOTAGE

    youtube.com/watch?v=RUGfujEjh-8

  • Pingback: Can You Get ROI From Simple Words on Twitter? « MindCorp | Newsfeed

  • ayakkabı

    size en güzel yangın tüpü bulabileceğiniz yer ankara
    da sadece ck da yangın tüpü dolumu yapılmaktadır.

    http://www.ankarackyangin.com/yangin-tupu-dolumu-ankara.html

  • ayakkabı

    haydi şimdi ankara masaj, ankara masaj salonu, ankara masaj salonları burada.

    http://www.ankaramasajsalonlari.com/

  • ayakkabı

    size en güzel masaj salonu bulabileceğiniz yer istanbulda
    da sadece ck da istanbul masaj salonları yapılmaktadır.

    http://www.masajsalonlarimistanbul.com/

  • ayakkabı

    masaj salonları istanbul

    masaj salonları istanbul

    masaj salonları istanbul

    http://www.masajsalonlarimistanbul.com

    güvence verdi .! istanbul masaj, masaj salonu istanbul, istanbul masaj salonu, istanbul masaj salonları, masaj istanbul

    http://www.masajsalonlarimistanbul.com

  • peterartner

    well the thing is that some people might underrate livefyre because in their view its not as good as some other social sites but i think its ok because u know on ur off days when u r out of blogging or commenting form while other sites may dissaprove u then only livefyre will to to ur rescue just inn case u r talking about giving space and moereover each and evrything is of certain importance. u coud easily find some ultra creative ideas which might not be acceptable at other site but would be easily availble at livefyre so just take it in ur stride blokes

    thanks

    peter @ http://fourquadrant.com/

  • Schultzy beckett

    Be extra organized from the get-go. In some cases

    clients will need their consultants to assistance them with organization. This
    can come about especially with e mail, when a client promptly scans a list of
    things and misses one thing significant, which she then feels the need to have
    to ask you about later.Attempt focusing each e-mail on just one subject
    at a time. For instance, send a single e mail about “Friday’s appointment
    time.” Dispatch a separate email about “new budget projections.”Also, empower
    your customers to come across for themselves the answers they’re looking for. A
    reside Google Drive document with project specifics can be helpful for customers
    to seek advice from and can be updated very easily every single time new
    concerns arise.

    Schultzy@ http://fourquadrant.com/