What is your ROT? You know, your Return on Tweets?
According to a survey, 4 out of 5 marketers could not make a connection from Twitter to higher revenue. Why is that?
There are two main reasons: 1) They don’t get IT or 2) They don’t GET it or 3) They shouldn’t get it.
1) Most efforts try Twitter because it is the IN thing to do, without even really know why why they are doing it or how.
2) Then they try to calculate the ROI of their time on Twitter and don’t see a relationship. When looking at Twitter, it is true that few can directly link revenue to Twitter, like Dell. But that is not the point. The point is to engage the customer (or potential customer) – the revenue is something that will happen.
3) Many realize that they shouldn’t be using Twitter for the reasons they are, or even at all.
Yet, at the same time, you can’t fault a company for trying.
So, they are either using it incorrectly or they shouldn’t be using it at all for the reasons that they are. How do you fix that? Keep trying or change your Twitter goals.