Twitter a key factor in social media marketing

While many web users may be aware of the hype surrounding Twitter, such as its celebrity supporters, it is also a "key element" within social media marketing, according to one industry commentator.

In an article for DM News, Dane Miller, president and design director of Azure, said the site provides the means for businesses to reach their communication goals.

"Central to social media marketing tactics is [the] need for cultivating a more direct, personalised connection with a buying audience," he noted.

In addition to this, insights can be quickly collected from users in the manner of focus groups, Mr Miller added.

However, he explained that to make Twitter a success in social media marketing, time must be dedicated to the campaign in order to assemble followers and build a credible reputation.

Knowing the audience is also a key factor in social media marketing.

Search Engine Watch's Liana Evans said this could allow businesses to better measure their success against their marketing tactics.

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